How to niche your automotive company – turn one-degree to the right.
Besides being a SEMA member, I am also a BNI member. BNI is a closed networking group that is the best networking organization in the world. That’s not a Kool-Aid drinking pitch, it’s fact. (I will dive deep into networking in another email)
For the past 7+ years in BNI, I have occupied the graphic design chair in my chapter under the Wake Creative name (my other company).
I changed that this month. I now occupy the Branding chair and changed my business name in BNI to Holeshot Brandworks.
Why? Because for referrals across the world, it gets a lot easier for my network to refer me. I have built a reputation in BNI as THE logo design guy. Which has been very fruitful. Now I want to be known as THE automotive branding guy.
Let’s talk about niching your automotive business.
There is this fear of niching because people think once you niche your company, you lose out on a lot of business. This is complete bullshit. When you can focus on one vertical instead of many, you begin the process of being noticed as the expert in your given vertical. Not many, if any, businesses are willing to go this route. The ones that do, reap the rewards. I am already beginning to see it myself. People will seek you out for your deep understanding and knowledge. You get better clients and better revenue. You can charge more.
Branding and niching crash course
Marketing your company becomes much clearer the moment you niche. You can create laser-focused positioning statements that hit your target audience with precision. Your unique selling propositions, advertisement copy and level of service elevate substantially when you niche. Your brand becomes stronger and easier to promote. It only takes a one-degree turn to make a world of difference.
How to niche yourself
Let’s take something ordinary like diesel performance for instance. You have a lot of different vehicle makes to cover as a diesel performance shop so when it comes to branding and marketing your diesel performance company will have very generic statements like “One-stop shop for all your diesel performance needs” *barf*
Where will you promote diesel performance?
Because it’s everyone, you will blanket any and every marketing channel known to you, to build awareness and sales. Tons of forums, Facebook groups, hashtags, etc. Seems like a lot of money and a very wide net to catch some people doesn’t it?
Let’s turn one degree to the right.
Let’s focus on Cummins engines. But let’s go one step further and focus on 12V Cummins. Knowing who these people are you can now change the language and messaging to be laser-focused. Instead of making broad statements like a one-stop-shop, you can stay things like – bulletproof your 12V to outlast any non-mechanical diesel engine or we are the leading experts in 12V engine technology or we are the leading expert in 12V Cummins engine swaps.
See how much easier it is to create brand awareness when you move one degree? You don’t have to make broad statements any longer. You can be laser-focused. You can find these people easier and spend money smarter to build brand awareness in places they are congregating.
Give niching a shot.
Can you do this as an existing shop that’s self-claimed fame is being the one-stop-shop? Hell yes.
When I worked with NADP long ago we were the leading company on 24V Cummins performance. No one else could touch us. We developed the most badass race transmissions and engines for 24V Cummins. People came to us to build their Dodge Cummins trucks. Yes, we had performance parts for all other diesel performance trucks but people knew us as the place to go to for 24V Dodge Cummins performance. Our expertise gave us run-off customers who simply loved us because we knew so much about 24 Valves.
I learned something valuable from an expert in creative agency consultancy he said “The world doesn’t need another generalized creative agency” I think this also applies to the automotive aftermarket. The bastardization of the words one, stop, shop and all your needs is played out. Those days are over. There are far too many generalized shops and not enough exceptional shops that do one thing exceptionally.