ADM serves Car Dealers, Automotive Marketing Pros and Internet Sales Managers
I finally have a few minutes to follow up on a blog challenge I posted earlier. To my disappointment, only 2 people took me up on my challenge, so I guess I'll just be unlike a teacher and give the answer. I cut and paste my previous post, so you don't have to go back and look for it.
In a previous post I mentioned that I always have my students pay attention to who or what is missing, because that is a very telling sign about whose voices or presence are marginalized or ignored or deemed irrelevant. Another thing I also have them do is pay attention to their assumptions. We tend to take so many things for granted that we forget to question even our own thought processes.
For example, I'm sure most people are familiar with the saying, "Give a man a fish, and he'll eat for day. Teach him how to fish, and he'll eat for the rest of his life." What is wrong with this claim? What question really needs to be asked about this claim in order to allow businesses to provide this person with what they need?
I would like to see how many people can find what is wrong with this claim before I complete this blog. This man needs to be taught more than how to fish. What does he need?
First, this (wo)man needs access to a body of water that contains fish, before s/he can fish. Second, this (wo)man needs the tools to fish. Do you get where I am going here?
If you are aiming all of your marketing and social medial savvy at white, working or middle class people, then you are probably reaching people much like yourself if you are part of this demographic. But white, working or middle class people are not the only people who buy cars, right? One thing all of you should know is that most of us, meaning women and non-white people, notice when we are missing from your ads. Some of us even get angry and take our business to places that have us on their radar screen. This is getting better, but there is still a lot of room for improvement. I have started noticing interracial couples in a few commercials. This makes me happy to see, because I am in an interracial relationship. What I would like to see next is same-sex couples in advertising. Europe acknowledges this demographic as one that spends money, so they market toward that population. For the most part, the United States is still too stuffy and uptight to do that.
But I digress. What led to my original post was two news stories that made me think of the auto industry and its lack of attention to diversity.
Are those of you who reach out to potential customers assuming that they all have access to the internet let alone a computer at home? If you are, you might be losing potential customers. Much of what I see out there is geared toward the computer owner, so remember to reach the audience who only has a smart phone.