| Earlier this year, representatives from about 600 | | | | taken to the Habitat for Humanity site. The dealers |
| Saturn dealerships converged in Colorado Springs for | | | | helped in framing four houses. The exercise not only |
| the annual National Retailer Business Meeting. The said | | | | bolsters the good relationship between dealers and the |
| conference is aimed to give Saturn dealers learn more | | | | community of Colorado Springs but it also the |
| about the company's expectations and goals. The | | | | relationship between the dealers and Saturn. |
| knowledge of this, of course, will give dealerships the | | | | "It was the emotional connection of us and our dealers |
| chance to improve their performance in dealing with | | | | working together in a team effort," said Parrottino. |
| consumers. | | | | "You can do just about anything you set out to do if |
| This year though, the company's goal is different. This | | | | you work as a team. We were able to frame those |
| is because this year, Saturn decided to strengthen their | | | | four homes in one day. They laid the house out on the |
| commitment to their consumers and the environment | | | | floor like a template and we built those walls." |
| by partnering with the Habitat for Humanity. Under the | | | | The event gave the dealers the perception that Saturn |
| partnership, Saturn dealerships will be building four | | | | is relating to its consumers. According to Parrottino, |
| environmentally-conscious homes for the Colorado | | | | Saturn is the greenest brand in General Motors. The |
| Springs community. | | | | brand is known for its Green Line or hybrid versions of |
| "(Our brand message is) giving back and being able to | | | | established nameplates which not only offers good |
| look at what have you done to make the world better | | | | performance, reliable parts such as the Saturn radiator |
| not just (with) products," said Tony Parrottino, the | | | | hose, but also has good fuel economy. |
| national sales promotion manager for Saturn. | | | | "(The event gave) us a chance to explore the green |
| "By building homes and doing this event as more a | | | | side of our brand. Saturn is the greenest brand in |
| community type of giving back as a cause… | | | | General Motors," Parrottino said. "Our retailers were |
| that's the whole key to it," added Parrottino. "If a brand | | | | emotionally connected with the team build, but more so |
| does not have a cause marketing relationship or a | | | | with the fact that four families were going to be able |
| cause identified as part of its brand, it's missing the | | | | to have affordable homes and be green. Those |
| spirit of the brand. In all cases, a brand has to function | | | | homes were going to have high-efficiency furnaces, |
| as a reflection of humans." | | | | glass, etc. It's a little bit more money up front, but in the |
| According to Parrottino, when the dealers arrived for | | | | long run it's a more affordable home." |
| the event, they were not informed of what would be | | | | The event is considered a success by the General |
| asked of them. Instead, "We told them to come | | | | Motors marque. "It's a perfect example that a picture is |
| dressed in jeans and work clothes. We felt that that's | | | | worth a thousand words. How could I express that |
| the way we operate: Our guys are always intrigued. | | | | over the phone the way we did when we went and |
| What will happen next? (We told them to) dress and | | | | built these homes? The event worked out beautifully. It |
| be able to work," said Parrottino. | | | | was all about teamwork. How do I get teamwork on |
| After arriving for the meeting, the dealers were then | | | | an e-mail?" said Parrottino. |