19 September 2019
It’s no surprise: we all work hard to ensure our departments and companies are running as lean as possible, building flexible teams of multitaskers. The upside? The latest user-friendly technology and trends make it easier than ever to do things yourself. The technology is amazing. Things that less than a generation ago required teams of professionals or months of effort—from animation to finding a relationship—now can be programmed, automated and executed at the touch of a button. Or a swipe on a touch screen. It’s a brave new world. What a time to be alive (and all that). Less than sure about how to use all these new tricks and toys? Good news: there’s probably a video tutorial, cheat sheet or simple hack just a few keystrokes away. But is the do-it-yourself route the best thing for your company? We see the DIY urge most often in specialized disciplines, or where final results or performance expertise can be highly subjective. Why hire a professional photographer when somebody already on the team has a perfectly good camera? Who can really say that John’s homemade eggrolls aren’t as good as the caterer’s? To make do with the assets you have—they seem experienced enough, right?—is a tempting choice. But before you decide to trust an enthusiastic amateur with a professional job, consider: Are the savings worth the hidden costs? What you save upfront in professional fees may get eaten up by lost time or compatibility issues with other systems. The web design your neighbor’s friend can do on the side might look spectacular. But can it connect to your inventory system? Is the quality the same? Some basic tasks, like uploading a video or social post, are either completed or they’re not. But most projects in this business need to perform to a higher standard. A repaired computer that works but runs slowly causes inefficiency and costs you money. A product spec sheet with great copy but factual errors can cost you a sale. Or a customer. Can you count on delivery? People tend to give priority to assignments that are the most important … to them. A good product at a fair price is of no value to your operation if you don’t have it when and where you need it. There’s a story about a famous photographer at a dinner party. After the main course, her host comments, “I’ve admired your work in many magazines. You must have a terrific camera.” The photographer replies, “I enjoyed the dinner. You must have a great stove.” If there’s an app for that, maybe you technically can do anything. If there’s a friend of a relative who knows someone who can help, maybe they’re the asset you need. Maybe not. But nobody can do everything, at least not well. And not when your success—and your reputation—are on the line.
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?