If you’re an auto dealer (or any local or small business, for that matter), and you missed this blog the first time around, we think it’s worth a revisit—or at the very least, a rededication to upping your ante on giving back. Because doing good is never a bad thing. For a car dealership, name recognition and trust are huge commodities—and the lack thereof can be a big hurdle to business success. It’s important to invest in traditional advertising and social media, although the former can be expensive, while the latter is time consuming. But there’s another way to make people familiar with your brand and garner trust and good will: by performing a community service. It may sound cynical to engage in charitable giving or volunteerism with the goal of increasing your business—but here’s why it’s not: When you dedicate your dealership to a cause—whether by sponsoring a school sports team, letting your employees volunteer while they’re on the clock, supplying cars for a nonprofit that needs reliable transportation, or any of an infinite number of possible goodwill efforts, you are first and foremost making the world a better place. (As long as you don’t try to pull something like this.) Whatever your motivations, doing good is doing good. And the fact that you get to leverage your business’s spending power or platform to amplify all that do-gooding: extra-super-bonus credit. And don’t underestimate the morale boost your staff is likely to feel as a result of being part of something bigger than themselves. Just be sure that their involvement is truly voluntary, and that you’re not pulling them away from urgent work in order to participate. A few tips on choosing a charity: Steer clear of anything overtly political, since you could alienate rather than attract potential customers that way. Seek a charity that complements your brand message. For example, one of our clients, a female-owned dealership, donates cars to help transport women to and from breast cancer treatments. Another dealership group that sells family-friendly cars sponsors an event that benefits our local children’s hospital. Go ahead and invest in a cause that’s close to your heart—and feel great about the trust and name recognition you’re banking for your dealership.

Car dealers: Think you can make assumptions about car buyers based on first impressions? You may be surprised. Even characteristics as seemingly telling as pet ownership don’t always line up neatly with stereotypes.

April Fool's Day is like Christmas morning for creative departments. We've selected our picks for the best brand-related hoaxes of the year.

On the eve of St. Gregory Group’s 24th anniversary in the marketing and advertising business, we’re looking back at the changes that have taken place over the past year. Because St. Gregory Group is, first and foremost, about the people, this edition of the Year in Review is focused on the many happy transitions our