Who doesn’t love the SEMA show? It’s a privilege to be able to attend year after year, not only for the incredible congregation of innovation leaders, but also for the workout. Personally, I did about 2 miles in 30 mins pulling a roller bag and carrying a large box between video shoots last year. And that was just the sprint portion of the event. The entire week is like one big Iditarod. At least for those of us representing multiple clients at the show. Imagine my excitement to learn that the SEMA show will soon have the opportunity to expand! (Actually it is pretty exciting.)
According to this article published on the SEMA.org website Feb 26, “Big news for Las Vegas: The Las Vegas Convention and Visitors Authority (LVCVA) Board of Directors voted to approve a contract for the purchase of the historic Riviera Hotel & Casino’s 26-acre site as the cornerstone for its planned Las Vegas Global Business District. ” Read More… Vegas Convention Center to Purchase Riviera Casino for Expansion
Chris Kersting, SEMA’s CEO, told board members last week that SEMA endorses the expansion effort because it will enable the SEMA Show to grow.
Including public areas and service areas, the expansion and renovation increase the facility from its current total footprint of 3.2 million sq. ft. to nearly 5.7 million sq. ft. Once construction begins, the entire project is expected to take five to eight years to complete.
If a picture is worth 1000 words, this part picture/part video whispers a million. It’s called a cinemagraph, and if you haven’t seen one yet, you soon will. According to this article from Ad Week, Facebook is hoping more ads will take advantage of its autoplay feature using this new creative art form.
What if there were an ad that you just couldn’t draw your eyes from? It’s oddly captivating, almost hypnotic, and it would halt your thumb from scrolling farther down your Facebook feed.
read more: Captivating Ad Format Facebook Hopes will Wow its Users Adweek 2-10-2015
A cinemagraph created for Lincoln by Burg and Beck’s Ann Street Studio.
Considering I just wrote a post about getting rid of our fax machine, I’ve decided I’m going to write without shame about finally starting to read Twitter and LinkedIn.
And by “read” I mean Twitter is now more than a place to share my workouts with my brother. And LinkedIn is more than a place I go only when I’m looking for a job. I’ve experienced an awakening; it really is easier and more efficient to consume news via social media. Select social media. With LinkedIn, its business focused. With Twitter, you’re getting headlines and topic sentences. With both, you’re getting recommendations from those you trust, you can filter for what you want to see, and you’re getting it all real time.
This article is what encouraged me to take a look at LinkedIn with new eyes. I checked it out and decided to follow a few marketing related companies. As a result, I learned about a Content Marketing webinar, viewed a presentation a colleague gave on marketing trends, and found interesting articles my former co-workers are reading, all on LinkedIn. What a great resource.
I also decided to follow my favorite business magazines on Twitter. The result? This morning, I sat at my desk and looked at the pile of magazines I’m planning to read. And it hit me – why am I reading magazines with week old news that are also even older from sitting on my desk? I dumped them. I dumped them all. Grabbed my phone and scrolled through my Tweets and LinkedIn posts. If you haven’t made the move yet – give it a try. If you’re laughing AT me not WITH me, laugh on. I’m so happy for this new time saver I can take it.
So we are recruiting for a Content Marketing Manager position, which has lead to me reading several funny stories about applicants’ interest in cars. One recent applicant mentioned a funny old VW Bug story. Which made we wonder, do we all have a funny old VW Bug story? Personally, I was probably 7 or 8 years old before I learned the handles in a car weren’t for reverse. In my dad’s old Beetle in the 70’s – hold the handle, open the door, stick out your foot and push backward: reverse.
I Googled for places where other VW stories might reside, and found this article posted in Jalopnik a few years back. He’s pointing out those cute little Beetles actually may be quite dangerous. But isn’t it true that sometimes bad experiences of the past become fond memories of today? In the case of being a child watching my dad working on his VW Bug, I say “yes.” I wonder if he would agree.
Here’s the article. As always with Jalopnik, good for laughs:
Change is always an awesome thing. Without change, you get stuck in a stagnant place; not a good place to be as a marketer. Is change sometimes scary? Um … yeah it is. Especially if the change creates such a seismic shift that you have to completely rethink strategic planning in a way you never have before. And if you’ve been at it for more than a few decades like I have, the shift in your mindset is not going to happen overnight. Yes, I am talking about how consumers are shutting off traditional marketing, and the effect online search has had on their immediate ability to find answers to the information relevant to them. Let me give you a quick “Then & Now”
We used traditional advertising techniques, now referred to as Outbound Marketing and bought appropriate ads in magazines, TV shows, radio, websites to reach the demographic of our target audience. We worked with editors and publishers to achieve product mentions, press release coverage and product integration in project builds.
And yes, we absolutely still need to use these traditional techniques because our demographic still reads and tunes in, and because their trusted editorial experts continue to use our parts while adding credibility to our products. Now, we just get to add an awesome new dimension!
No longer do consumers need to wait for a magazine to come out, or to tune in to the TV programs most likely to supply answers. Because of google’s ability to handle open-ended questions so well via algorithm changes, consumers can also find content you publish on your website. This is referred to as Inbound Marketing, where they find answers you can provide that are relevant to them through online searches and links. The question is, are you creating the right kinds of content, posting it to your website, and utilizing content distribution services so they will find you?
Remember, whether they’re visiting your website, or receiving one of your emails, people want to see information that is relevant to them. According to a study from Janrain, nearly three-fourths (74%) of online consumers get frustrated with websites when the content has nothing to do with their interests.
So yeah, this is a whole new game changing way to think, and if you are having a hard time breaking free of the old tried and true techniques that are like a second skin to you, then just – well, just google it! Seek answers through open-ended questions about inbound and content marketing. There’s a LOT out there! Knowledge is power, and my search today with those questions showed that Hubspot published a new ebook, “How to Master Personalized Marketing” which you can download here: http://hubs.ly/y0fGyB0
I did, and am absorbing its informative content as I use it as just one more resource to help me settle in to a new skin.
We’ve been talking to our automotive aftermarket clients lately about Content Marketing; specifically, how publishing technical articles will help your business. Publishing relevant content establishes you as the authority in your line of business, not only for your consumers, but also for Google search rankings – making it easier for your site to be found & more likely that consumers will buy your products.
A recent commentary written by Donny Seyfer at Aftermarket Business World magazine, Warranty Returns Plague Industry, highlights the great need for techs to be informed about your part AND the installation implications around it.
Anyone who runs a successful shop knows the uneducated are outnumbering the educated. The pace of innovation and vehicle specialization will continue. What are we to do?
As a manufacturer, you can help reduce returns, and the burden they place on you and your distribution channel, by publishing informative “how to” articles and videos.
1. FRUSTRATED TECHS
If you try to install something once, twice, and it doesn’t work, it’s easy to become frustrated and conclude the part is bad. And if the part is pad, the brand is bad. Conversely, when it works time and again, you tend to go back to that sure thing when you need it. With the increasing complexity of automotive repair, make things easier on the techs – publish articles on the WHY and HOW surrounding your part’s installation. Mr. Seyfer gives the example of the need to flush the cooling system and replace the coolant when replacing a water pump. Writing about more than just what your product does, but also how to use it will lead to good experiences & positive word of mouth advertising for your brand.
2. REDUCE RETURN COSTS, FOR EVERYONE
In an industry with lean margins, there is no room to ship things twice. And certainly no room for high return rates on parts that have nothing wrong with them.
3.DON’T WASTE THE CONSUMER’S TIME
No one likes to waste time. Help improve your consumers’ experience by increasing the likelihood that your product will be installed correctly, the first time.
Nashville, TN (October 10, 2014)…Martin & Company Advertising is pleased to announce the promotion of Jeff Lee to Digital Marketing Director. Jeff was born and raised a second generation gearhead in Muskegon, MI, hanging out with his Dad at the family speed shop and at NHRA and NMCA events at the dragstrip: he of course hit the racetrack as soon as he had a learner’s permit.
While studying marketing at Grand Valley State University during the internet boom of the late 90’s, he became passionate about web design, which eventually led to his position as director of Internet and New Media at the International Hot Road Association (IHRA) in Norwalk, OH. During his tenure there, he was responsible for building and managing all websites and digital properties. Jeff has also recently co-founded an aftermarket company with his father called Hammerhead IRS and is launching that company with the help of Martin & Company. As Digital Marketing Director at M&C, Jeff applies his knowledge of traditional and digital marketing to help all clients connect with and find new customers through the latest technologies including web site optimization, email, mobile, search, as well as social media and content marketing strategies.sed a second generation gearhead in Muskegon, MI, hanging out with his Dad at the family speed shop and at NHRA and NMCA events at the dragstrip: he of course hit the racetrack as soon as he had a learner’s permit.
“I’ve enjoyed working as a consultant for Martin & Company for the last two years, helping clients supplement their media strategies with digital advertising, social media, and website/mobile design trends” said Jeff. “It’s also fun getting to combine my lifelong passion for cars and car culture with my drive to stay on top of digital marketing trends and internet culture. I am excited about the opportunity to help Martin & Company in this vital role.”
“Because of digital marketing’s prominence in today’s marketing climate, it was important for us to bring Jeff on board full time to help orchestrate this transition for us and our clients. In all of my years as an advertising professional, I have never seen a more seismic shift in the marketing landscape,” stated Zan Martin, President and CEO of the agency. “We’ve developed marketing plans for some of the industry’s most successful manufacturers for decades by developing feature and benefit messaging and branding. But today, it’s not at all about what we want to share, but what customers want to know and talk about. That’s a major change in strategy, and Jeff has been instrumental in helping us build marketing strategies rooted in traditional techniques and optimized for today’s trends.”
He also has a sweet daily driver; keeping up with his gearhead tendencies.
Martin & Company Advertising is a full-service agency that offers custom-fit marketing, specializing in brand development, digital, print and broadcast media, creative services, and first-rate video production services. Their client base is nation wide. Agency President Zan Martin has served on the Board of Directors of SEMA, the $33 billion a year trade association of the automotive aftermarket. To stay updated follow “Martin & Company” on Facebook and for more information visit www.martincoadvertising.com or call 615-876-1822.