3 Important Ways To Sync Your Message

3 Important Ways To Sync Your Message

Service promotions with the weather

Oh, the weather outside is frightful But the fire is so delightful And since we’ve no place to go Let it snow, let it snow, let it snow.

It’s a catchy tune to play at Christmas when we’re all caught up in the white powdery stuff.

Until it’s green. Or for that matter, if you live in a region that doesn’t get much snow.

When it comes to your marketing, we’ve already shown you how dangerous it is to just follow or mimc your manufacturer’s message when they’re talking about weather patterns that aren’t happening. Selling winter tires to your audience when the temperature is above 10 degrees doesn’t resonate.

But what happens when the temperature plummets and you get 20 centimetres of snow overnight? We go from singing in the rain to letting it snow in one day. Can you afford to lose that opportunity?

Not when a certain percentage of your clients are procrastinators, waiting until it’s almost too late to get those winter tires or new wipers. Not many employers accept excuses like, “oops, I can’t go to work this morning because I forgot that new battery in my car.”

How to prepare for the weather-based marketing?

What’s the answer then? You can’t rush a marketing campaign through in a day, especially if half your team is on vacation or you don’t sit down with your agency until next week.

Knowing your client base

There is no substitution for parsing your client list by demographics, vehicle traits, preferences, and even maintenance schedules. You can determine who needs winter tires for an old car or a new one. You will know when the last time they purchased a battery or windshield wiper, or for that matter, if they purchase OEM or aftermarket from the hardware store. Having a marketing database available so you can target the right clients will save time and get a relevant message to the right people.

Have a process

Though there is an art to marketing, you still need a process. Having a process will save time as you put campaigns in place. When it comes to weather-based marketing, you know flash-freezes come swiftly. When people know their job and are empowered to put things in place without laborious meetings, you will get your message out faster, perhaps even first.

Have a swipe file

There’s nothing worse to a marketer than not having the creative content or imagery available when they see an opportunity. That’s why over time, creative minds will develop swipe files of snippets they like or powerful images that resonate. Then, when you’re under the gun, you can pull out elements you need and spend your time polishing and adjusting vocabulary to mimic the weather as opposed to trying to deal with your writer’s block.

Be prepared

Weather-based marketing isn’t rocket science, but it may seem that way when you time it properly. Parts and service campaigns have to be ready to focus the necessities like batteries, windshield wipers, and wiper fluids; things that are important for the time of year from a safety perspective. You want to remind the client as opposed to selling them something.  

Educate your audience on the benefits of winter maintenance when the time is right because being prepared come rain or snow is the best way for your marketing to complement the weather.

Thanks for reading! Stay tuned for more content.

Cheers, Jason Harris  

Stay in touch with me

Be inspired through Jason’s Instagram

Build your brand with Jason’s Facebook.

Learn weekly from Jason’s YouTube

Get inside Jason’s head with Twitter.

Learn weekly from Jason’s YouTube

Be inspired through Jason’s Instagram

Build your brand with Jason’s Facebook.

Get inside Jason’s head with Twitter.

More

Bigger.Faster.Stronger

Get in TOuch

Why You need to Change Your Marketing Perspective

Why You need to Change Your Marketing Perspective

5 Important Elements of Marketing Communication

Who was responsible for getting that last customer through the door?

If you put your entire marketing team in a room, they’ll all have the same answer.

“I did it.”

And why wouldn’t they? Their livelihoods depend on it.

Your web developer will take ownership of anything that comes from the website. The traditional marketing team will point to how radio or newsprint ads aren’t dead because they still brought you a client. And your digital marketing team will take credit since the last click came from one of their Facebook or Google ads. They’ll even take credit for the social media referrals because they had a hand in creating the profile.

The concept of attribution, whether you consider multichannel or last click, is antiquated, however, taken from a time when your marketing was based on competition. The source, be it whatever medium,8 can certainly be attributed as the winner, but you need to move away from that notion.

WHY?

Changing your perspective

Attribution is short-sighted and fails to address the real issue at hand. Years ago when you asked someone what brought them to your dealership, they would offer one or two sources. Back then, there was no integration. They may have heard your radio spot or read your newspaper ad and it was enough.

 

Today’s market, however, is far more complex and we need to understand more about what influenced a customer to visit the dealership. And yes, it’s partially so you can adjust your budget, but not just that. It’s about aligning your message and medium properly.

 

Every marketing channel affects your audience differently. Applying the same language and imagery to newsprint as you do to social media won’t speak to the right audience, nor will it articulate the message accurately.

Gain control

Today’s discerning customer can tell the difference between someone educating them and a salesperson trying to pressure them. And with digital content, not only do they control what they experience actively by going to your website or clicking on an ad, but if they don’t like what they see, they can ban you from their airspace entirely. You need live feedback, not only about what works, but why. A radio ad may have been the first time a customer heard about your dealership or a particular vehicle, but their neighbour sharing an ad on Facebook could have clinched the deal. Whether it’s first or last isn’t the most important thing. What matters is what influenced them the most, or for that matter, if it was a combination of channels.

What to Do about it

Once you realize it isn’t about competition, but aligning the message to the medium then you can establish a plan that takes all of those into account.

You will be able to measure the performance of each medium better when you are comparing them to themselves and not to each other.

You can have direct ads in some media, while others require more subtle techniques. You may find you place more effort into one media knowing it won’t give you direct sales, but strong support to all the other channels.

If you’re finding your marketing agencies unwilling to work together then let them go. Not because they aren’t providing results, but because it’s important that your marketing channels all complement each other. Just like your marketing message has to work with your in-dealership operations, they all have to support the bigger picture.

Attribution is defined differently by different agencies, making it a difficult metric to use.

If change your perspective and see attribution as influence instead, then we can trace how people go through the sales process a lot clearer.

 

Thanks for reading! Stay tuned for more content.

Cheers,
Jason Harris

 

Stay in touch with me

Be inspired through Jason’s Instagram

Build your brand with Jason’s Facebook.

Learn weekly from Jason’s YouTube

Get inside Jason’s head with Twitter.

Be inspired through Jason’s Instagram

Build your brand with Jason’s Facebook.

Learn weekly from Jason’s YouTube

Get inside Jason’s head with Twitter.

More

Bigger.Faster.Stronger

Get in TOuch