JAY WILSON
ADVERTISING IMPACT WITHIN AUTOMOTIVE
In 1979 Jay Wilson began investigating advertising opportunities within the automotive industry. He began by noticing a disparity between Tier 1 and Tier 3 advertising efforts. Within the automotive industry at the time, Tier 1 advertising existed to build an overall brand reputation of automobiles like General Motors nationally. Tier 3 was executed on a local level by individual dealerships to promote specific vehicle models and dealership-specific offers to drive immediate sales within a target market or community. Jay and his team heavily influenced the Tier 2 space which managed regional marketing efforts by authorized dealerships to generate leads and drive sales.
In Tier 2 advertising, campaigns are customized to cater to the needs and preferences of the local market. This can include targeted television and radio commercials, newspaper ads, online advertising, search engine marketing, social media promotions, and direct mail. Jay leveraged marketing and advertising to dealerships solidifying an entirely new model of advertising that left a lasting impression on the automotive industry. His work creating and implementing Tier 2 is attractive to both national and local dealerships, bolstering large and small dealerships across the country.
WILLY NELSON’S | PICNIC CONCERT SERIES
Willie Nelson created the annual concert, known as the Fourth of July Picnic, which he hosts annually. The idea for the event came to Nelson after participating in the 1972 Dripping Springs Reunion at Hurlbut Ranch in Texas, where he performed on the third day. However, due to poor promotion, the event could have attracted the expected number of attendees. At this moment, Jay Wilson stepped in to create a new advertising and promotional approach.
Nelson’s team and Wilson’s agency decided to hold the first Willie Nelson’s Fourth of July Picnic at the location already equipped to host a concert. The event was a resounding success and led to the creation of other shows recreating the innovative approach Wilson’s team offered to the picnic.
“FLOATING CAR” | WASTE MANAGEMENT PHOENIX OPEN
One of the most memorable campaigns Jay’s agency created was the 1st ever-floating car during the Waste Management Phoenix Open in Scottsdale, Arizona. Despite technical setbacks, Jay’s mythological approach to marketing and advertising created one of the most prominent show-stopping centerpieces at the famous golf tournament.
BARRETT JACKSON | AUTOMOTIVE AUCTION
The Barrett-Jackson auction was founded by Russ Jackson and Tom Barrett in 1971. The first auction took place in Scottsdale, Arizona, with a modest selection of classic cars. Initially, the event primarily catered to collectors and enthusiasts of classic and antique vehicles. Jay was brought on in the early stages of the auction and facilitated designing brochures, materials, and rebranding efforts for the auction for 5 years.
Before Jay’s involvement in the auction, all advertising and marketing was performed internally, however, Jay’s extensive experience within the automotive industry (specifically his work with General Motors) was especially attractive to the founders.
Jay’s work included redesigning the auction’s logo, redesigning brochures, and updated catalogs and photos of vehicles for auction. Jay’s traditional spin on advertising print media and updating catalogs helped reach a wider audience of car enthusiasts and collectors directly impacting the auction’s success.