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The rise of blogging, Facebook, Twitter, Instagram, Pinterest and the like has made most Car Dealers become publishers to various degrees.
Add mobile HD cameras mounted to helmets streaming death defying leaps, extreme Ken Block Gymkhana rally car moves and radical drifting videos and you have an explosion of multi-media creators and publishers effecting the way automotive consumers see the brands your dealership sells... Mobile and modern camera technology coupled with global social networks are providing platforms and networks with the media fodder that are supercharging automotive content distribution and sharing. There are literally hundreds of car dealers around North America who have been successfully using content marketing to establish a brand for their dealerships that drives customers into showrooms for much stronger appeal based reasons than simply advertising the lowest price on a new or used vehicle for sale.
Automotive content and media files are no longer gathering dust at the ad agency after a monthly dealership campaign is done, or sitting in the dealer's filing cabinet as a DVD, but are instead being published online. Often times the dealership's media content is streaming and unedited. It’s real and raw... Sometimes looking far from the professional 30 and 60 second clips that appeared on local cable TV for that dealership.
Automotive Content now comes in a wide variety of formats and media. It can start with a dealer's social media manager sending out a 140 character micro blog (tweet), a video. image or a long form content piece of 2,000 words on your dealership's Blogger site, Wordpress blog or in the dealer's main website... Then syndicated using a variety of tools to the dealership's Facebook Page, or shared by the blog's readers with their Facebook, Twitter and Instagram friends. It can even be a 6 second “Vine” video that goes viral when propelled by dealership employees using their personal accounts and many enthusiastic customers as well. Or, the dealership originated content might be a filtered snapshot of a customer's new car or truck posted on Instagram after being taken by the salesperson using his smartphone and the Instagram application.
These fast changing opportunities and mediums are presenting the traditional automotive marketer with some thought provoking and uncomfortable choices. You can almost hear the squirming and fidgeting going on in dealerships all over North America.
The old school car dealer marketing habits and automotive ad agency paradigms don’t cut it anymore because content marketing requires a different way of thinking. It flips the automotive marketing model in many ways.
These mind warps are presenting some challenges and potential disruption to various auto industry marketing departments at all three tiers, and the average car dealer as well. What are the obstacles in moving from traditional mass media habits to an automoticve publisher paradigm?
The challenges come from many angles. Some are larger than others. It means adopting a flexible mindset that is open to change. That in itself is a challenge for most of us working in the car business.
Here are a few to keep in mind as you move to an automotive content marketing culture that embraces the new automotive consumer realities.
So what does this adaptation look like?
Content marketing is still embryonic for most dealerships and auto groups. Here is how Altimeter sees the stages of content marketing maturity
So let’s take a closer look at the key elements of each phase according to Altimeter.
What is an example of a company that is at the run stage?
Red Bull is an Austrian company that was founded in 1987 that sells the most popular energy drink in the world, with 5.2 billion cans sold in 2012.
It now has a separate stand alone media company with 135 staff. Red Bull has become a media company that just happens to sell an energy drink product.
The publishing is extensive both in media, channels and formats. It includes mobile apps, print, web TV, web radio, newsfeeds, social networks, video and even a full length film. It owns 900 different domain names spread across 36 languages.
This takes publishing and being a media company to the extreme. But that is what the Red Bull “Brand” is about.
Red Bull doesn’t stop at digital publishing but also does print. The Red Bulletin has a distribution of 5 million copies a month. This is inserted in newspapers as a free publication.
It doesn’t stop at full length moves but also extends to games. Here is the Red Bull X-Fighters mobile game.
These are mostly sporting events of some type and includes: diving, Formula One Motorsport, plane racing, snow boarding and cycling just to name a few.
Not content with digital media they also sponsor a music school and month long event called Red Bull Music Academy.
One of the most memorable and also one of the most successful media events put together by Red Bull is the “Red Bull Stratos” jump from the edge of space.
The brand awareness created by this content provides some insight into content marketing on steroids. Here are some stats courtesy of Sarahs Faves
Currently their YouTube channel has received over 600 million views putting them in the top 5 of sports producers on YouTube on the planet.
What is the benefit provided by that level of product awareness? Maybe hard to measure but I am sure they are selling more Red Bull.
There are many lessons to be learned from Red Bull, but here are the top lessons about content marketing we can learn from their public strategy and execution.
What about your dealership?
Read More at the Source: http://www.jeffbullas.com/2013/11/08/is-this-the-top-content-market...
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Posted by Ralph Paglia on October 25, 2020