3 Ways to Know How To Align Message to Medium

3 Ways to Know How To Align Message to Medium

Know Your Platforms

We’ve spoken recently about how you need to treat each platform differently to maximize the reach of that platform. We do this because people have different perspectives on each platform or channel and use them all differently.

But how do you do that?

It’s a daunting task trying to figure out what each channel is all about, especially if you’ve never used them before. Here’s the thing though; it doesn’t matter whether you have an agency that you work with or one that does it for you, knowing what each channel can accomplish and how to speak to clients through those channels is paramount for the success of your marketing plan.

You train operations people

You wouldn’t just send out the new guy to sell a car if you didn’t know what he was capable of, would you?

NO, they represent you and your brand. You’d figure out his skills and knowledge long before that.

Your marketing channels are the same. You want to know what they are capable of. Google for instance is behavioural based. It sees what you have clicked on or searched for. Facebook, on the other hand, is very different. You don’t just have to use Facebook for retargeting of an audience that has watched or clicked on an ad. With its powerful algorithm, you have the opportunity for client acquisition. You can create lookalike audiences that mimic the one that physically comes to your dealership. You can then parse those audiences by demographics and use language that resonates.

3 ways to learn the potential of each platform

Research

There is a lot of information on the internet. You can do your own research to determine what each channel can do and the demographics that use them. This can apply to digital or non-digital platforms.


Take a course

Whether you go yourself or send a representative, there are a lot of people teaching marketing online or in person and much of that is for free. Take every chance you can to absorb that information.

Try it yourself

There’s nothing like learning by doing. When it comes to each of the platforms, try them out. Obviously some are going to be easier to work with than others, but start. Set up a social media account. Build a Facebook account. Create a Google account. And then play with them to see what they are able to achieve. Don’t worry about missteps. Your first account doesn’t have to be branded, or for that matter, visible to the community.

Knowledge is power

Knowing what each channel is capable of will hone your message so you can maximize the value of each platform. Your marketing will become more cohesive and you will start to understand them better so you can build a better rapport and offer services THEY want. By exploring all of these paths, you will begin to align your media with your message.

It is important to note that digital platforms are dynamic and constantly changing so you must continue to learn about them and the opportunities they present. Make sure you have someone in your dealership who is always keeping up with the trends and rules that each media platform establishes. If you’re not using your platforms to their full potential then you are missing out on a lot of opportunities.

 

Thanks for reading! Stay tuned for more content.

Cheers,
Jason Harris

 

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Tesla has “Good Chance” of Record Deliveries in the New Quarter

Tesla has “Good Chance” of Record Deliveries in the New Quarter

If the most previous coverage of Tesla was any indication, it goes to show that the electric vehicle (EV) company is ready to take on this second quarter with a lot of gusto. With many drastic changes being implemented in response to a disappointing first quarter, Tesla will do whatever it takes to make a lot of profits.

The company seems to be optimistic about it, too. At least, that’s what it looks like if Tesla CEO Elon Musk’s leaked email is to be believed.

Musk revealed in said email that the EV company has a “good chance” of beating their previous deliveries record. The old record in question was over 90 000, with, with 63 000 of them being Model 3s.

Meanwhile, this past quarter saw only 63 000 deliveries during the first quarter of 2019. This contributed heavily to such a disappointing first quarter result.

Musk said in one leaked email, “In order to achieve this [record], we need sustained output of 1,000 Model 3’s per day. If we rally hard, we can do it!”

Such emails have become quite common within Tesla these days. Considering how poor things seem to be for the EV company, it’s hardly a surprise. Tesla’s stock is currently at a two-year low, creating doubt among Wall Street. The company was forced to raise about $2.7 billion to aid the first quarter of 2019. They were even able to pay off a $920 million convertible bond back in March. Unfortunately, Tesla is still saddled with billions upon billions of dollars in debt that they don’t seem able to pay off anytime soon.

Another email revealed that Tesla would have to make “hardcore” changes in order to not lose whatever money the EV company has left in the bank. This means that there’s going to be more hands-on cost cutting moves made, which has already taken place. So the emails are a mixture of sobering facts interlaced with a little bit of optimism.

 

The second quarter delivery numbers are going to be announced by Tesla sometime in July of 2019. Perhaps these cost-cutting measures and the optimism will pay off by the end of the second quarter. But that’s something that customers, Wall Street experts, critics, and of course Tesla won’t know for quite some time.

 

Sources: Business Insider; The Verge

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Aligning Your Marketing Message With Sales

Aligning Your Marketing Message With Sales

The Most Important People

Marketing campaigns are hard-fought. We get right into the trenches and fight for every last client. In fact, we all know to keep those clients at the centre as we create those campaigns. A customer-centric model is the only way to succeed, right? We only need to think about the clients.

Wrong.

As with everything new model of vehicle, there’s always more to it. Once you understand the first layer, everything becomes more complicated, more nuanced.

Yes, you need to keep the customer at the centre of your process, but there is someone else you need to keep in mind; the sales staff.

That’s right. We don’t actually make marketing campaigns for the sake of having pretty pictures. Our goal is to convert our audience to paying clients and we do that through the sales staff. If we don’t do our job properly, then sales can’t do theirs at all. And as much as we tell ourselves, the sales staff does the heavy lifting, especially if we don’t do a good job supporting them.

Aligning the marketing campaign with sales

Learn the sales language

It isn’t just the language, but the process we need to understand. When we grasp what the end is like, we can align the beginning so we can get there more efficiently. We will start using the proper language and evoke the right emotions with our campaigns.

Bring Sales into the marketing meeting

Too many hands in the pot can get confusing, but when you’re looking at initial marketing prospects, have a sales rep available to established goals and high-level concepts. Not only do they get buy-in for the process, but they’ll realize you’re spending one, or two, or ten thousand dollars a month on them.

Training

Once you’ve established your campaign, you need to show the sales staff what you’ve done. When the sales team knows what the clients know and what’s been promised, then they’ll have an idea where the clients come into the sales funnel.

 

Match the in-dealership marketing to the digital and conventional campaigns

The sales team doesn’t just need knowledge, but tools to convert your audience. The in-dealership marketing material will complement their efforts. Make sure you replace old brochures and posters so the audience doesn’t become confused with old messages.

An Epic Love Story

YUntil now, you’ve been creating your marketing campaigns as customer centric, but too often there is a missing element, your sales team. The person on the floor needs to deal with the customer so we need to support them as best we can. With that in mind, think of it less like taking your audience on a linear journey and more like an epic romantic journey. You want your audience and your sales staff to bond over their love for the vehicles you’re selling. You want to develop a relationship between the audience and the sales staff. Your campaigns need to be more three-dimensional, customer centric, salesperson-oriented and not a blanket approach.

Thanks for reading! Stay tuned for more content.

Cheers,
Jason Harris

 

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Genesis has Unveiled Their Electric Vehicle Concept

Genesis has Unveiled Their Electric Vehicle Concept

The presence of U.S-based car manufacturer Ford in the world of electric vehicles (EVs) is admittedly tiny. But to say that it’s non-existent would be an incorrect statement to make. They’re making small steps to immerse themselves into the EV space in ways that fit Ford seamlessly. They previously announced the planned development of a fully electric F-150 and a crossover inspired by their iconic Mustang. But more could perhaps be put into development sooner than expected.

However, there’s news that will be attractive for those interested in the electric vehicle (EV).

At the recent New York, NY auto show, Genesis revealed their electric vehicle concept- the Genesis Mint. Its name is said to originate from the metallic mint green colour on the EV’s body. It’s a small vehicle, sitting just two people at the absolute max. But don’t let the size dissuade you too much. There’s more to this specific EV than its size and cool paint job. .

Both EVs that are similar in size to the Genesis Mint- and regular vehicles, for that matter- typically have ordinary trunks for necessary storage needs.

But Genesis decided to make that flashier for customers. Instead of a trunk, there are scissor doors located on both of the EV’s regular flanks. This means that storage access behind the seats is easier to get to, which will make one’s life a lot easier.

The interior of the Genesis Mint carries a minimalist aesthetic with a luxurious sense of style. Between the leather and the lightweight textiles, those sitting inside this EV will be cozy rather than tight or uncomfortable. There’s a screen smack dab in the steering wheel that will show the driver any information that they need at a moment’s notice. More important instruments fill the nearby dashboard to keep you up to date on everything else not shown on the screen. Finally, the driver’s seat is capable of swivelling outward, and the steering wheel can retract. Both of these features will make getting in and out of the vehicle easier when necessary.

Of course, the most important thing that matters is its power as an EV. The Genesis Mint is said to have a battery electric powertrain that is compatible with 350 volt fast chargers. Depending on the customer’s needs and/or wants, they can pick and choose from a variety of battery sizes that best fit them. This feature is a handy one- especially when you can’t make it to a charger for one reason or another.

The Genesis Mint was created and designed by teams located in Germany, South Korea, and the United States. As said by Luc Donckerwolke, design chief for the Hyundai Motor Group, “The Mint Concept is a designer’s Occam’s razor that challenged us to visualize a scaled-down interpretation of our signature aesthetic.  The Mint Concept is a new urban icon that marries classic proportions with forward looking, minimalist design.”

If you’re looking for an SUV-sized EV, then the Genesis Mint isn’t going to be the vehicle of your choice.

 

But if you’re looking for an EV that’s small, sexy, and luxurious, then it’s one that you’re going to want to keep your eye on. With details of its release being kept hush-hush for now, one can only sit back and wait for when those important details come to light.

Source: Clean Technica

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The 7 Important Elements of a Landing page

The 7 Important Elements of a Landing page

The 7 Important Elements of a Landing page

udience Specific landing pages

magine having the perfect marketing campaign, speaking to the perfect audience who is ready to buy your most expensive car. You’ve done your homework, say all the right things and now they stand in front of you with their wallet in hand.

You can see they’re already daydreaming about their new vehicle.

Then you open your mouth to speak and nothing comes out but a language you don’t understand. In an instant, dark clouds begin to close in the sky as you realize you have no way of communicating with the buyer. You want to ask them what they would like for the interior of their new vehicle, but what comes out may as well be ancient Sumerian.

.

That feeling of dread as your perfect client looks at you— first with confusion, then with anger— is exactly how your prospective audience feels when you don’t use an audience specific landing page.

That’s right— one size doesn’t fit all.

Not only do you risk confusing them, but you likely won’t see them again. The elements of a landing page are so important that when you get it wrong, you aren’t just speaking gibberish, but failing to build rapport. You run the risk of becoming that sleazy used car salesman that uses the same pitch on everyone as if you don’t know how else to secure a sale.

You’re inviting them to take their business elsewhere.

Essential Elements

The connection between the marketing campaign and landing page has to be linear. No single element can be missing from your landing page and each one must be established with your specific audience in mind.

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Headline

What catches your attention may not catch mine. That’s why when you segment your audience, you want your headline to zero in on the exact pain point for the audience you are delivering to the landing page. It could be driven by age or vocation, but what’s important is that you speak to them directly as though from inside their head so they are compelled to read on.

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Compelling Content

Just like your headline, you need content that speaks to the reader, building rapport and urging them forward. When you have generic content, your missteps are visible and your language feels blocky, like you don’t know what you’re talking about.

Media - video and imagery

You wouldn’t test drive a truck when you’re selling a luxury vehicle, would you? It’s no different on your landing page. You want appropriate and engaging media that gets your audience excited about what they’re buying.

Trust Indicators

Whether you use social proof like reviews or implicit ones like a privacy policy, trust is important. This is a major purchase and your buyers need to know you aren’t a sketchy company. Remember to use reviews by similar buyers for each landing page though. Just like your content, you need to align the review with what you are selling.

Z

Lead Capture Form

Ask too much and you will spook some buyers, ask too little and you won’t seem trustworthy. Your lead capture form needs to be direct and achieve one purpose, getting the contact information of the buyer. There is another dimension to this however; time. You need to be timely with your follow up, but not too fast to seem needy. It’s a delicate balance that will change depending on the audience viewing the landing page.

Strong Call to Action

It comes down to between two and five words, but if they aren’t perfect, it won’t matter. You need a call to action that is visually appealing and compelling to get that information.

WHY?

Because as much as you’ve enticed the viewer to land on your page, sussing out their contact information is not only an art, but a science. Simply put, no one wants to give out that information. It means you have power over them.

Reduce page clutter

This element comes in two forms. The first is the effective use of white space. Just like you take a deep breath before your sales pitch, you need white space to highlight the other elements.

The second part is not having an exit path. A landing page shouldn’t be conventionally tied to the rest of your website. Your audience comes for a specific reason. Never give an excuse to leave. The “more info” button is the call to action. If they aren’t ready, then they will navigate away and you will need to retarget them with your other marketing.

Look at the Analytics

Everyone does audience specific ads but we’ve realised that connecting them to audience specific landing pages is the what really generates successful conversions.

 

Not using a customized landing page is like selling a Model T in today’s economy. Black, black, and black, doesn’t quite cut it with the new buyer, nor does using the same language and creative content to establish rapport and eventually lead them through the purchase journey.

 

Take a look at your campaigns. Are you using an audience specific approach from start to finish for design and creative? Don’t be one of those dealerships that build it and assume it will run on its own. Review the analytics and understand the heat map so you can adjust the pages to resonate with each audience specifically.                                                                                                   

Thanks for reading! Stay tuned for more content.

Cheers,
Jason Harris

 

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