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Purposeful Marketing

In 2007 an association of about 50 Honda dealerships based in the Southern California area launched a bold experiment.

Faced with the reality that customers generally rate car dealers among the least trustworthy people in business, Honda and their agency at the time had an idea to change that perception.  The “Helpful Honda Dealers” concept was to prove Honda Dealers were helpful by sending them out into the community in light blue polo shirts to do everything from washing customer’s cars to paying for parking all day.

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