Your Guide to Automotive Industry Digital Marketing

By Tracy L. Teuscher, The Buzz Maker

What is the biggest mistake that you see companies making as it relates to marketing and communications these days?

Good question. Here’s the answer: nothing. The biggest mistake that any business owner can make when it comes to marketing and communications, especially in a down economy, is to choose to do nothing.

Regrettably, I’ve seen a number of businesses completely eliminate budget and staff associated with marketing and communications in an effort to save money and resources. As a result, they have become invisible in the marketplace. This is brand suicide.

Suspension of all marketing and communications is a recipe for disaster unless:

• It is a choice that is very time limited
• It is part of a plan of action used by leadership to give the business development, public relations and marketing staff a bit of time to review and reform current strategy
• It is used as an opportunity to re-evaluate and re-define company vision, company mission, and goals

How can business owners maintain marketing and communications efforts with slashed budgets and reduced staff?

Good question. Here are five powerful, low or no-cost strategies:

1. Talk to an expert.

   Decide now that you will use an experienced, specialized marketing and communications consultant. Ask your industry network contacts for referrals. A good consultant should have a combination of education, experience, membership in professional organizations related to their craft, and excellent references. They help business owners make money and save money through effective and affordable, marketing, communications and business development options. They help refine strategy, and provide support and guidance. A few bucks invested in consulting services can save valuable time, energy and money, and help you work smarter.

2. Use what you’ve got.

   Your customer list is one of the most valuable tools in your toolbox. Use it. Reach out to customers for focus group research. Send them regular communications in a variety of forms – email, Facebook, Twitter, direct mail – and regularly offer them something of value. Tell them what’s in it for them, and include a deadline as well as an element you can track to evaluate effectiveness.

3. Use public relations.

   The marketplace needs to hear from you. Think strategically about communications. Take some time to define all of key audiences including relevant thought and opinion leaders, and include the media. Define competitive advantages. How is your company different and better than the competition? Why should people care? What do you want people to know? What do you want them to do? Develop and distribute news releases related to company news, events, products, staff, community involvement, industry involvement, and industry awards on a regular basis. If you’re not sure how to do this effectively, ask a professional to help you get started.

4. Always respond to concerns.

   Ignoring customer concerns or any circumstance that negatively impacts your customers or the community is reputation suicide. The old saying, “It takes a lifetime to build a reputation, and only hours to lose it”, has never been more true. Make immediate response a company rule. Respond in a caring fashion and do your best to address concerns as quickly as possible.

5. Choose quality over quantity.

   More is not necessarily better. Take care to choose the most cost effective marketing and communications tactics that will reach the most important, decision-making members of your audience along with the thought and opinion leaders that can maximize message reach and effectiveness. Do your research, and sift the chaff from the grain when it comes to editorial or advertising placement opportunities and you’ll greatly enhance your return on investment.

So, avoid “the nothing”. Get creative and get some help. You can do it! I wish you success!

Author Bio:

Tracy L. Teuscher, APR, President of The Buzz Maker! (http://www.thebuzzmaker.com) is an Accredited PR professional that helps business owners make money and save money. Call Tracy at 330-936-1331, or email to tracy@thebuzzmaker.com, and mention the Aftermarketer Club, and you’ll receive 25% off a personal consultation. Teuscher is a seasoned marketing and communications consultant with over 10 years of experience. She publishes The Buzz of the Month™, (http://thebuzzmaker.wordpress.com), a monthly article for PR professionals and small business owners. She is an active member of PRSA, a guest lecturer, a columnist, a national speaker, and community volunteer. http://www.thebuzzmaker.com