The Dealer Playbook

What happens when precision from aviation meets creativity in automotive marketing?In this episode, Ashley Brockhurst, Director of Marketing and Health & Safety at Charlesglen Toyota in Calgary, Alberta — “Alberta’s Celebration Destination” — shares how her dealership’s community-first philosophy is redefining what automotive retail can look like.From aviation safety to dealership marketing leadership, Ashley’s story proves how curiosity, culture, and compassion fuel innovation. She opens up about her journey from receptionist to director, the strategy behind hosting 27+ community events a year, and how authentic philanthropy (not just PR) builds real customer loyalty.You’ll learn how Charlesglen Toyota turned community connection into a competitive advantage, and how your dealership can do the same.In This Episode:How Ashley went from aviation safety to automotive marketingThe mindset shift that helped her climb from receptionist to directorWhy authentic community giving outperforms transactional marketingHow Charlesglen Toyota became Alberta’s Celebration DestinationTurning charity and local events into a powerful brand advantageWhy women are leading Canada’s charitable sector, and how dealerships can connectThe ROI of relationships: how community focus drives dealership growthHow to measure unmeasurable marketing (and prove impact beyond KPIs)Why “look after your city and they’ll look after you” still works in 2025Timestamps00:00 Intro — From Aviation to Automotive04:12 How a receptionist became a marketing director09:05 The secret behind Charlesglen Toyota’s “Celebration Destination” brand14:20 Culture that empowers people to take chances18:55 How to build authentic community events that connect24:10 Why women drive community impact (and dealership loyalty)32:00 Measuring ROI when you can’t “track” community relationships37:30 Building team buy-in for charity and local eventsWho This Episode Is ForDealership marketing teamsGeneral Managers & Dealer PrincipalsCommunity relations & event coordinatorsWomen in automotive leadershipAnyone who believes marketing can build more than sales — it can build connection.Connect with Ashley Brockhurst🔗 LinkedIn: Ashley Brockhurst🌐 Charlesglen Toyota: charlesglentoyota.com

What happens when a dealer group bets big on hospitality, culture, and process, instead of pressure, price, and tradition?Today, multi-store operator JB Burnett joins me to unpack the launch of his brand new Ford Signature 2.0 store, the first of its kind in the world, and why the guest experience is now his most powerful competitive advantage.We dive into how he moved an entire dealership eight miles in four days, opened to record-setting sales weeks, and rebuilt the buying journey around hospitality, not haggling. JB also shares his response plan to recession chatter, how he keeps teams aligned under heavy pressure, and why he believes contagious optimism is a non-negotiable leadership skill.If you’re a dealer principal, GM, GSM, or fixed ops leader looking for a real-world blueprint on culture, execution, and modern retailing, this episode is required listening.In This Episode You’ll Learn:What a Ford Signature 2.0 store actually is and why the experience is radically differentHow JB’s team moved 300 units + full service + parts in less than a weekWhy hospitality-first retail is out-performing traditional sales tacticsThe subtle vocabulary shifts (“guest,” not “customer”… “reservations,” not “appointments”) that change everythingHow JB builds buy-in for elevated dress codes & elevated expectationsWhy international markets are beating the U.S. on dealership hospitality—and what we can learnJB’s mindset framework for leading calmly through chaosTimestamps00:00 Intro02:10 Inside the world’s first Ford Signature 2.0 store07:45 Moving 300 units + full operations in four days11:12 The mindset required to lead through chaos18:55 Hospitality vs. legacy retailing: why the guest experience wins24:20 Why other countries are beating the U.S. in dealership decorum29:02 Dress code, culture, and team buy-in36:15 Preparing for a potential recession42:40 Contagious optimism vs. toxic positivity45:05 JB’s framework for hard conversations49:15 How to connect with JBWho This Episode Is ForDealer Principals, General Managers & GSMs, Fixed Ops Leaders, and Retail Auto OperatorsAnyone responsible for culture, customer experience, or profitability in automotive.

If you’ve ever wondered how a small-town Ford store ends up going mega-viral, builds a loyal community, and turns everyday dealership life into must-watch content… this episode is for you.Today I’m joined by the brilliant, hilarious, and wildly creative Noella Salter, the marketing manager behind Lang & Fetter Ford’s social media presence that the entire industry can’t stop talking about. She’s turned a rural Canadian dealership into a personality-driven brand that people actually want to follow.In this episode, we get into:How Noella went from PR grad to dealership storytellerThe moment she realized she had to stop copying her predecessor and start creating as herselfWhy the people inside your dealership matter more than any vehicle walkaroundWhat to do when your content flops, trolls show up, or you feel creatively tapped outThe power of consistency, authenticity, and letting your team shineWhy viral moments don’t matter nearly as much as you think, and how she stays grounded anywayLive reactions as we watch some of Lang & Fetter Ford’s most viral posts togetherIf you’re in automotive marketing (or honestly, any business where trust and community matter), this conversation is a blueprint for turning small beginnings into big impact. Noella proves that you don’t need a massive budget, a big city, or sponsorship deals, you just need people who are willing to show up, be themselves, and have a little fun.This episode will make you laugh, rethink your approach to social, and maybe even give you the nudge to try that idea you’ve been sitting on.

What if your biggest dealership problems aren’t “market problems”… but creativity problems?In this episode of The Dealer Playbook, Michael sits down with Nir Bashan, world-renowned creativity expert, founder & CEO of The Creator Mindset, LLC, Clio Award winner, and Emmy-nominated former Hollywood/advertising executive to show car dealers how to use creativity as a practical business tool, not fluffy “inspiration,” but real-world tactics that move metal, grow service, and improve culture.Nir has coached leaders at AT&T, Microsoft, NFL Network, EA Sports, Suzuki, JetBlue, and more. In this conversation, he maps the same creativity frameworks directly onto retail automotive in 2025 and beyond.You’ll learn:Why creativity + innovation are the only sustainable edge as regulations, EVs, and consumer behavior changeHow to translate Hollywood-level creativity into daily dealership operationsA simple mindset shift to turn “crisis after crisis” into opportunity (EV overstock, chip shortages, changing regs, etc.)How to balance data and creativity so your analytics don’t kill your humanityA dead-simple language exercise that can boost customer satisfaction and salesWhy everyone is creative (backed by research) and how to unlock it in your teamHow to use creativity to transform your BDC, service lane, and sales cultureBook Giveaway – 10 Free Copies of The Solution MindsetIf you got value from this episode:Leave an honest review on Apple Podcasts or SpotifyScreenshot your reviewDM it to Michael on LinkedIn, Facebook, Instagram, or X👉 The first 10 people to do that will get a free copy of Nir’s new book, The Solution Mindset.

How should Canadian dealers REALLY be using data to price, appraise, and move inventory in 2025?In this episode of The Dealer Playbook, Michael sits down with Yolanda Bishwah, President of Canadian Black Book (CBB), the data backbone behind used vehicle valuations and residual forecasts for OEMs, lenders, and retailers across the country.With 65+ years of market data at her fingertips, Yolanda breaks down how Canadian Black Book reads the market, what’s really happening with wholesale and retail values, and how dealers can use valuations more strategically instead of just “checking a number.”We get into:How CBB blends wholesale auction data, upstream OEM/lender data, and retail listing data to forecast valuesKey differences between the Canadian and U.S. wholesale markets (and why Canada moves more gradually)How to use residual value forecasts to build better remarketing and equity-mining plansPractical ways to reduce pain around aging units using data instead of gut feelWhy consumer confidence, supply & demand, and economic signals matter for your next 90 days of inventory decisionsHow Canadian dealers can tighten the gap between consumer-facing trade tools and in-store appraisalsIf you’re a dealer principal, GM, used car manager, or lender trying to make smarter decisions with every unit on the lot, this conversation will change how you think about values, equity, and remarketing.