14 August 2019
The best marketing strategy in the world can only have temporary results if it doesn’t account for the entire customer experience. Sure, our first job is to get people in the door, on the lot or to the website, but that’s just the beginning of the journey. I was lucky to learn this at my first and only job before I started my professional career. I was working at a high-end butcher shop in downtown Cincinnati where the clientele had expectations for their rack of lamb just as high as my current clients do for their multi-million-dollar marketing campaigns. How does a teenager become a butcher at such a place and what did I learn from my time working there? For the first question, ask my dad. For the second, I think it’s safe to say that I learned as much working as a butcher as I did in college. Scary, right? The most important lesson I learned there is that the experience is just as important as the product. This is easy to overlook while organizations focus on product and process, but it can be the most important part of your business plan. Marketing’s job isn’t over when the customer comes through the door. In some ways it’s just beginning. Think about it. One of the first lessons at the butcher shop was wrapping orders. At the time I didn’t understand why my father made such a big deal about it. Finally, he explained that the package that goes out the door is a big part of the experience. The way it feels in our guest’s hands, the way it looks that afternoon in the refrigerator. The appearance, the aroma, the reveal when he first unwraps his roast or chops to start cooking. All those moments are an opportunity to reinforce his decision to choose us. The challenge is to own as many of those moments as possible. Why is that customer in the market in the first place? It’s a butcher shop, so the simple answer is for food. But probably not because they’re hungry. Usually, our customers were preparing a meal to be shared with others, and likely somebody they wanted to impress. That changes the equation. It means they need more than just quality product. They want and expect our expertise beyond which cut is particularly good that day. We’d make suggestions for preparation and serving, selecting side dishes and other ideas for making their meal a success. We understood that we were playing a role in that special meal and it could very well be one of the most important occasions in our customer’s week … or career or relationship. And the customer experience isn’t complete until the dishes are cleared from the table.
27 July 2018
No matter how good your dealership's marketing is, there’s always room for more. Unfortunately, your marketing budget isn’t infinite—so maximizing it by finding nontraditional outlets or outside-the-box strategies is just as vital as advertising your latest incentive or sale.
18 April 2018
31 July 2017
14 June 2017
In a reversal of long-held marketing wisdom, millennials are buying cars-- in 2016, in fact, millennials’ share of the new car market rose to 30% and outpaced baby boomers in car purchases for the first time. How should your marketing message adjust to engage this huge buying segment?
19 January 2017
31 May 2016
Millennials are pushing marketers to come up with innovative new approaches that focus on interactivity and authenticity. We can’t rely on the old chestnuts of advertising any more, which actually creates a refreshing opportunity for marketers and creatives to really push our capabilities.
29 July 2015
According to a 2014 survey by the Content Marketing Institute, only 30% of manufacturing companies say that they are effective at content marketing. In the same survey, respondents indicated that they felt videos were among the most effective marketing tactics they used. So how can manufacturers use videos to market even more effectively?
21 April 2014