Why don’t companies do more things to surprise and delight their customers? Wouldn’t the unexpected acknowledgement be more powerful than 20% off until 6pm on Saturday? I don’t get all the attention grabbing discounting, noise and interruptions that flow at consumers. Why do so many brands swim in the river of the common, blending into the middle?

[Tweet “I’m waiting for the unexpected #marketing, not the expected. “]

Driving Home My Point

You can’t miss the local car dealers with their annoying interruptions and boring, commodity-like advertising. The blah, blah, blah is so undistinguished, that you often wonder if there is a store that sells COMMODITY MARKETING FOR CAR DEALERS. I can see an owner of the dealership goes to the commodity advertising store and buy 12 pounds of boring marketing off the shelf.

It includes:

• At least one family member with lots of uncomfortable hand gestures
• A shot that pans the car lot
• Some fancy graphics that flash $1,000 of MSRP
• Lots of fast talking
• Plenty of red, white and blue colors

What would I do differently if I were asked to help market a dealership?

1. I would define a very specific target audience and position myself as the expert in that segment. It could be mom with kids under 8 or retirees or men who want cars that look cool but aren’t that expensive.
2. I would filter everything I do around that brand position. Every single touch point would resonate with that very specific audience. I wouldn’t be afraid to turn off some segment of the market because I need to stand for something different and distinctive.
3. I would understand how I could make that audience’s dreams come true by doing things they need that are helpful. Instead of wasting so many dollars interrupting everyone on TV, I’d find creative ways to be an ally and support to the audience I’m targeting.

Have A Seat

If moms with kids under 8 are my target, maybe I become the car seat expert and I give away car seats with every car purchased (instead of discounting pricing). Or, maybe I create a market place for moms to trade car seats with other mom’s when their kid outgrows their seat. I’d give lower income moms car seats for free to be helpful to my community and offer a clinic on how to connect car seats in all types of cars. I’d so strongly identify my dealership with car seats that people would share tips and information about my business as I help my community. Perhaps I’d build an app that instructs users how to install car seats. That way, there is a built-in shareability to the idea. I want to find ways so that customers will do the marketing for me about my brand. 

I’d find ways to harness their communities and connections to expand my reach by offering value ahead of the sale, not just after. I’d understand how being empathic toward the needs of my audience can ultimately help me grow my business.

[Tweet “Being a useful #marketer first is a powerful strategy for building long-term relationships.”]

Everyone is not your target

Pick a target audience. Get to know them. Understand their life. See what they need. Help them in many remarkable ways. Then, as you build relationships, they may want to buy a car from their friend. Instead of spending $10,000 a month in interruption advertising, put that money to use helping that community.

It is time to put the brakes on interruptions. Strap in, its going to be a bumpy ride.

Need some marketing advice for your business to sort through how to grow your business. Connect with me to discuss your situation. And remember to put on your seat belt.