You will ask for something, every time

You will ask for something, every time

You will ask your customer to do something every time you market your brand

When your child comes to you with their hand out, not saying a word, what is your response? You tell them to speak up. To use their words so you know what they want.

When I see automotive businesses marketing their brands and they are not using their words to tell the customer what they want them to do, I get a headache. I also see piles of cash being flushed down the toilet.

Great marketing always has an ask or a want.

There is this weird stigma in business that asking for something is rude or too direct. Brands are afraid to be direct in fear of backlash. Don’t be afraid. When you are marketing your brand, it is your obligation to ask them to do something. Whether it’s visiting a link, calling a number, downloading a coupon, sharing a post, referring a friend, all of these examples are ‘calls to action’ aka ASKS. You are obligated to tell them what to do next. How does your customer know what you want them to do if you don’t ask?

Politeness is inapplicable in marketing.

You must ask your customer for something in every marketing piece you create. Whether it’s your website, in-store signs, sales calls, catalogs, brochures, or advertisements; you must ask.

Clear instructions on what you want your customer to do after they interact with your marketing piece, is required.

You are missing revenue opportunities by being polite or assuming they know what
to do. Just remember, in every marketing channel you create, hand holding is required.

I want you to make me a promise that every marketing piece you create moving
forward, you will ask for something. No questions asked. Ok?

How to ask consistently

You need to analyze every marketing channel you have created and ask yourself these questions:

  1. Is there a clear call to action?
  2. Is that call to action easy to read?
  3. Does that call to action lead them towards buying from my brand?

If you cannot answer all these questions with yes, you need to adjust them to get to yes.

Where do you start?

Assessing all your marketing channels and auditing their brand effectiveness can seem daunting. It may also feel like a waste of time. Or maybe your marketing efforts for your brand have been so out of whack that you just want to start with a clean slate. maybe in the back of your mind, you are wondering “is my brand ready for good marketing?”

If you are unsure if your brand is ready to market effectively, I created a really easy assessment tool you can take to see how well your brand is currently performing.

Click the link to get started https://holeshotbrandworks.com/whats-your-score/

Does your brand need a tuneup?

If you want to know how your company’s brand is currently performing, Click anywhere and get my branding scorecard.

How do you know if your company needs to fix its brand? What questions should you answer to find out?

Get my quick brand-assessment scorecard.

In minutes you can find out if your company brand needs a tuneup, repair, restoration, or overhaul.

Marketing is more than you think

Marketing is more than you think

Marketing includes more than you think

When you think of marketing the typical sources come to mind, am I right? Advertisements, radio, and tv seem to be the norm. Make no mistake that your marketing goes much deeper than that.

Every brand touchpoint you have is a marketing channel you must explore & exploit.

From your employees answering the phone to the on-hold music your customers hear, to the signs and catalogs you print. These are all marketing channels you need to explore because you might find some easy low-cost, if not free, channels you can execute to increase sales.

How do you manage your tradeshow booth? What about all that promotional swag you create and give away? Your work vehicles? Business cards? Every brand touchpoint is a marketing opportunity waiting for you to explore & exploit.

How to explore & exploit your marketing channels

It will be a good idea to take inventory of every marketing channel you currently exploit. Write them down into categories and list out every marketing piece in each category. From there you want to take note of the message on each piece and what are you asking your customer to do when they see this marketing piece. Is it effective? Is it clear? Does it make sense? Does it stand out? It is important that you write down all of your audit notes for each marketing piece.

After you have every piece documented that you are currently doing, are you noticing any trends with the categories and pieces? Are there unexplored marketing channels and categories you forgot about? List out all the marketing options available to your company that you haven’t exploited. Now assess each option to gauge fit for your target demographic.

Where do you start?

Assessing all your marketing channels and auditing their brand effectiveness can seem daunting. It may also feel like a waste of time. Or maybe your marketing efforts for your brand have been so out of whack that you just want to start with a clean slate. maybe in the back of your mind, you are wondering “is my brand ready for good marketing?”

If you are unsure if your brand is ready to market effectively, I created a really easy assessment tool you can take to see how well your brand is currently performing.

Click the link to get started https://holeshotbrandworks.com/whats-your-score/

Does your brand need a tuneup?

If you want to know how your company’s brand is currently performing, Click anywhere and get my branding scorecard.

How do you know if your company needs to fix its brand? What questions should you answer to find out?

Get my quick brand-assessment scorecard.

In minutes you can find out if your company brand needs a tuneup, repair, restoration, or overhaul.

Your brick and mortar and online presence are the same

Your brick and mortar and online presence are the same

Treat your physical location and online presence the same.​

Your place of business and your online presences are standard uncompromisable marketing channels and extensions of your brand. These two places should be treated with the same care and attention.

In SEMA’s Market Report they found that an In-store buying experience makes up half of the dollars spent. Online sales and physical location sales are nearly equal!

If you thought no one cared about your company’s physical appearance, think again.

If you invested heavily in your online presence and neglected your brick and mortar location, you are not helping yourself with marketing.

It’s important that your marketing messages are consistent no matter the medium. When people visit your location, marketing is essential. Your displays, signs, staff, cleanliness, smell, sounds – perception is necessary. Equally is your website presence.

It doesn’t matter if your customer is an executive from a manufacturing plant or a sales rep, the same rules apply. Your physical location is as important as your online presence.

Online research is never going away

Over 88% of consumers research a company online before they buy in-store.

Consumers have made their mobile devices the preferred method of online searches.

If you have not given your online presence much thought, I think it’s time you came out from under the rock. Online research is a consumer behavior that is here to stay.

How does your physical and online presence compare? Are they equal? Do they match one another?

In this day embracing multi-channel marketing is important. People enjoy shopping and researching online, but they still want to experience the company in person.

How to fix your presence

First impressions matter so if your website is looking amazing but your in-person experience leaves little to desire, you may want to consider going strictly online or polishing up your store. Or vice versa. 

This doesn’t mean you need to give things a complete overhaul. It might involve a simple clean up and some point-of-purchase (POP) displays. In some cases, your product suppliers will have POP displays available to you for free! Heading to a local Ikea to buy some shelves is also an inexpensive option.

The same thing applies to your website. All it might need is a simple repair on the user experience along with some better pictures. Easy items that you can tackle in a day.

Where do you start?

Your online and physical presence is equally important to the brand experience of your employees and customers. Knowing if either of your buying locations is up to the task can be difficult to assess.

If you are unsure about the health of your brand, I created a really easy assessment tool you can take to see how well your brand is currently performing.

Click the link to get started https://holeshotbrandworks.com/whats-your-score/

Does your brand need a tuneup?

If you want to know how your company’s brand is currently performing, Click anywhere and get my branding scorecard.

How do you know if your company needs to fix its brand? What questions should you answer to find out?

Get my quick brand-assessment scorecard.

In minutes you can find out if your company brand needs a tuneup, repair, restoration, or overhaul.

What works for others may not work for you

What works for others may not work for you

In marketing, what works for one person may not work for you.

I am sure you have read articles about how successful Company X was at using Twitter or how Jim Bob from across the city was able to use radio ads to triple their revenue.

It probably hooked you into thinking “if it worked for them it should work for me, right?” WRONG.

Here’s why you are wrong

Before I tell you why you are wrong, I want to give you something to think about.

I bet if you asked those companies how they created success in their chosen marketing channel,  they would give you a generalized answer. If you were to ask them if they keyed on a specific type of customer, they would probably say “I don’t know.” If you asked them what their ROI was during their campaign, they couldn’t give you hard numbers to back their claims.

Their success could have been a fluke or dumb luck.

You are wrong to think that what works for them will work for you because they were not measuring and analyzing their marketing results to find out WHY it worked.

Your marketing problem is unique

What worked for them may not work for you because your problems are unique.

According to BrightLocal, they say small to medium-sized businesses (SMBs) will spend $400/month on digital marketing. SMBs spend on average 46 percent of their marketing budget on digital marketing. 78 percent of SMBs think that mobile marketing is an important channel for their business.

This is alarming because again, SMBs see it working for someone else and instantly think it will work for them.

Don’t follow the herd

It’s a bad idea to follow the herd because if your ideal target demographic is a 50-year-old male and you are trying to get them to buy parts from you online, you will be left scratching your head when you find out that 70% of this age group prefers to buy their parts in-store. (See SEMAs Market Report for details)

You have your own unique set of problems

Your company brand behaves a certain way that is unique to you only.

This perception attracts a particular type of customer.

It is crucial that you understand that choosing a marketing platform is an important decision. It should never be approached haphazardly. Doing it that way wastes time and money.

That is why knowing your customer is not everyone is so important to understand.

It will help you find the right marketing channels to connect with impact.

How to find what marketing channel works for you

Before you start looking at marketing, you need to understand your customer and your perception. Once you have figured out your customer and perception, creating your company’s Brand Bible will help you zero in on the proper messaging and intent of your marketing strategy.

Where do you start?

Knowing what marketing channels will work for you can be difficult to see. Especially when you hear about everyone else’s successes using X strategy. You feel compelled to do the same. I want you to take a deep breath and stop for a moment. Check-in on the health of your brand at this very moment before you do anything else.

I created a really easy brand assessment scorecard you can take to see how well your brand is currently performing. This is a great way to start before you begin any marketing startegy.

Click the link to get started https://holeshotbrandworks.com/whats-your-score/

Does your brand need a tuneup?

If you want to know how your company’s brand is currently performing, Click anywhere and get my branding scorecard.

How do you know if your company needs to fix its brand? What questions should you answer to find out?

Get my quick brand-assessment scorecard.

In minutes you can find out if your company brand needs a tuneup, repair, restoration, or overhaul.

Your customer is NOT ‘everyone’.

Your customer is NOT ‘everyone’.

In marketing, your customer is never everyone.

When I am interviewing clients, I always ask “who is your target demographic?” 90% of the time their response is “everyone and anyone.” This is the biggest mistake you can make as a business owner.

Your target demographic is not everyone and anyone looking for your products and services. You have a specific type of customer but you haven’t seen it yet.

Broad strokes create odd folks

A broad stroke approach to identifying your target customer is why every company fails at marketing and why they end up resenting the marketing company they hired to implement their marketing strategy.

They become discouraged towards any future marketing while being pessimistic to anyone who comes along to set the record straight.

It’s in your best interest to look deeper at your current customers to truly understand who you serve, what they look like, how they behave, and what motivates them to buy.

How to identify your customer

If you want to create effective marketing strategies you need to identify your dream customer in great detail.

Take a look at your long list of clients and analyze who is your best-performing customer type. Pick one or two at the most. Analyze them with a microscope. You will find critical identifiers that spread across a number of your customers.

Take it one step deeper by creating a written profile of this person.

What is their age? Gender? Marital status? Income level? Interests? What are their most burning desires? What is important to them at this moment? What are their frustrations?

The more details you provide of this personal profile will reveal pathways to communicating with them. Helping you create a strategic marketing plan no one else is accomplishing in your industry. It will significantly improve your results and ROI.

Where do you start?

Truly understanding your target audience takes time. Most automotive business owners cannot be bothered to observe and listen to their customers. Let alone know with absolute certainty who they are. This part of branding often is overlooked and can cause your brand to underperform.

If you are unsure about the health of your brand, I created a really easy assessment you can take to see how well your brand is currently performing.

Click the link to get started https://holeshotbrandworks.com/whats-your-score/

Does your brand need a tuneup?

If you want to know how your company’s brand is currently performing, Click anywhere and get my branding scorecard.

How do you know if your company needs to fix its brand? What questions should you answer to find out?

Get my quick brand-assessment scorecard.

In minutes you can find out if your company brand needs a tuneup, repair, restoration, or overhaul.

Marketing is a battle of perceptions

Marketing is a battle of perceptions

Marketing is a battle of perceptions, not products and/or services.​

Take a look at your competitors. Go two pages deep in searches. What do you see? Everyone looks and sounds the same. From standardized black background websites to car silhouette logo designs…it’s no wonder why customers are not loyal to brands. No one is brave enough to create their own sandbox.

Perception is a way humans regard, understand, or interpret your company. It is a mental impression made by the visuals and messages you communicate through your business and it all happens instantly in the mind of a consumer.

If you want to make money, you have to market your services/products. In order to market your business, you need to create a strong perception.

Humans are visual creatures. Our eyes work first before any other sense. 90% of information transmitted to the brain is visual. Our brains process visual info 60,000X faster than text! So how do you stand out and make a great first impression? Perception.

How is your company being perceived?

Whether you believe it or not, your customers are judging you the very first moment they see you. They are deciding your worth, your credibility, professionalism if they want to spend their money with you, can they trust you, and are you authentic.

First impressions count

In the competitive automotive aftermarket industry, you are not only fighting for eyeballs, you are fighting for dollars. Your customers are making judgments about your company and the products it sells the moment they interact with your business.

You have to understand, their reality is different than yours and in their mind, this is the way they see your business. It may be hard to swallow but it’s true.

Take a look at your logo design, branding, and messaging. Are they sending the right message to a customer when they first meet you?

Are you being perceived in the best way possible?

How do you want to be perceived in the eyes of a customer?

Do you want to be known as the cheapest option? The leader? The most efficient? The highest quality? The most caring? What do you want them to instantly think about you so the judgments they are creating are the right ones?

How to change your perception

If you want to change the way customers think and react to your brand, you can start by asking your existing customers what they think of your company. Write their answers down. Listening to them will reveal what they honestly think of your business brand. You may find out qualities you have you never thought of before.

Assess yourself against the market. Where do you rate amongst your competition? Are you blending in or standing out?

This may end up opening a world of opportunities for your business. Giving you a clearer direction on how to improve your brand. Helping you change the way it behaves, looks, and communicates.

This requires an unbiased eye to get a clear picture of your current perception.

Where do you start?

Perception is very important and in the rules of marketing for automotive businesses, it’s an essential piece of marketing than is often overlooked by automotive businesses.

If you are unsure about the health of your brand, I created a really easy assessment you can take to see how well your brand is currently performing.

Click the link to get started https://holeshotbrandworks.com/whats-your-score/

Does your brand need a tuneup?

If you want to know how your company’s brand is currently performing, Click anywhere and get my branding scorecard.

How do you know if your company needs to fix its brand? What questions should you answer to find out?

Get my quick brand-assessment scorecard.

In minutes you can find out if your company brand needs a tuneup, repair, restoration, or overhaul.