Some industries offer up the best advice without really meaning or trying to. One such example is the United States auto industry and their effective marketing tips.
Before you scoff at the idea, hear me out. We’ve had cars on the road since the early 1900s, and auto makers had to sell the idea to consumers that their brand is the right choice. They must be doing something right!
Through a few simple tips, you can easily make your company the next top contender in your industry, and maybe even take over the world, too!
Offer a Model for Everyone
What do you think of when you see a specific type of car on the road? For example, you’d assume that compact sedans are best for people who travel mainly by themselves or with one passenger, and family sedans are for, well, families. But there are also small SUVs, large SUVs, hatchbacks, trucks, minivans, and anything else you can think to put four wheels on, and each one appeals to a different group of people.
My point is this: Auto makers know that some consumers are just starting out in their careers and that established families need all the space they can get, therefore they already know which features are ideal for each. They have a vehicle ready for everyone’s stage of life.
What you can pull away: Seriously think about your consumer. What do they do? What are their interests? What’s important to them, and what are their likes and dislikes? The more you know about your customers, the more you can tailor a product just for them. It makes marketing to them easier, too!
Use Every Medium of Advertising to Your Advantage
Even though GM dropped their Facebook ads, that doesn’t mean it was the smartest solution to their woes. Other auto makers utilize social media, television campaigns, print campaigns, partnerships, and even guerrilla marketing. They use whatever means they can to have your see their brand somehow.
Chances are, there’s a car ad on the side of your Facebook profile as you’re reading this, and we’ve all sat through the TV commercials for the latest truck while watching a sporting event. Flip through any magazine and you’ll be sure to see at least one auto maker’s print ad boasting about their vehicle’s impressive gas mileage.
For example, Kia has partnered up with the popular summer music and extreme sports tour, Vans Warped Tour. The attendees of this tour are Kia’s prime target market, and therefore have an excellent opportunity to get their name out there to potential customers.
What you can pull away: Don’t put all of your eggs in one basket! It may be expensive to stretch your budget to include every advertising medium possible, but don’t instantly write off one style because of the stories you’ve heard. Give it a try once and see what happens. It could be a complete and utter failure, but at least you’ll know and won’t have the “what if” question stamped in your mind. Also, remember that different age groups and demographics interact with different advertising mediums. What attracts a younger customer to your brand could be completely ignored by an older customer, for example.
Have an Interesting and “Clickable” Website
Check out any auto brand’s website and you’ll easily spend a couple minutes clicking around, even if you’re not in the market to buy a car. All the information is right there, ready for customers to study. There’s no awkward clicking around to find their social media icons or hunting to find out about their latest events and newest partnerships. One quick look and you’ll find all the information you wanted.
What you can pull away: Design your website as if someone only has a few minutes to find everything, but make it so that they’ll want to stick around. Keep it clean, streamlined, and uncluttered to get the most traffic possible! Remember, if the site won’t hold your attention then it won’t hold anyone else’s, either.
The auto industry has definitely had a few slip ups, but they still provide some great examples of how to efficiently market your company in your industry. Don’t assume your product will be a “one size fits all” for customers; instead, provide variety to attract the largest segment. Try a new form of advertising before you write it off as a failure, it may just surprise you! Finally, take another look at your website and get some real, honest feedback. Although asking your mom may be the most convenient, she probably won’t be totally truthful.
Now get in that driver’s seat and take control of your marketing!
Amy Swanson is part of the content department at Quality Logo Products. When she’s not writing killer content for giveaway items like promotional tote bags, she’s blogging about business inspiration. She is a marketing nerd and TV enthusiast who cites Parks and Recreation as one of her favorites. But don’t ask her to put in a good word with Ron Swanson – she unfortunately can’t help you there.
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