Part 2 of our Marketing Techniques I Learned from Watching Seinfeld, focuses on how to make your Car Wash Marketing sub-plots (tactics) work together to support your episode (campaign).
My favorite episode is the “Marine Biologist”. It has everything, classic George and his lies about his profession. Kramer eccentricity, using the beach as a driving range.
While Kramer hitting golf balls in the ocean may make you smile, and George pretending to be a Marine Biologist and coming across a beached whale is pretty funny too… George climbing the beach whale and removing one of Kramer’s golf balls from the whale’s blowhole? Comic Genius.
The point is…
Think about your marketing activities as sub-plots. How much more impact could these activities have if they were a part of an overall “story”?
To help visualize this, let’s begin by breaking your marketing activities into segments or channels.
• Print (Newpaper/Magazine)
• Direct Mail
• TV Ads
• Radio Ads
If you are using more than one of these as a way to promote your business then you are, by definition, a multi-channel marketer. If you’re like most of the clients we come across you probably have an ad that you run with Groupon or ValPac, a spot on the radio traffic update, a facebook page, etc. But, while having a website is good, and using direct mail to promote a wash special is great, each of these alone is the equivalent of watching the nightly news, not a show like Seinfeld.
There’s a better way. But it starts with a paradigm shift.
At Suds, the way we look at marketing is different. Sure, we use Marketing Strategies and Marketing Tactics, but we also have a layer between – Campaigns.
Marketing channels therefore don’t define the strategy, they become just a vessel to promote a campaign’s message. These campaigns make up a majority of the overall marketing strategy.
For example, instead of sending out a free wash coupon in the mail and having customers bring the coupon in, what if instead we drove them to a page on your website where they entered their email address and the coupon was emailed to them? Once you have their email, you can invite them to like your social pages and receive more offers and deals. As they use their offers you can incentivize them to share through their own social channels. The radio ads you were running during the morning commute can be used to promote your site to receive the same free wash coupon.
Now all the channels are working together to promote the story and increase the impact of the message.
Here’s a case study that helps illustrate this concept.
The characters in Seinfeld are amazing, but the writing was out-of-this world amazing.
It’s easy to think that the show would have been successful regardless, based on the talent of the characters – but never underestimate the power of a good strategy.
Remember, the enemy of Great…is Good. You may be experiencing some level of success with your marketing, but what if you could be smarter about the dollars you’re already spending and get all of your marketing moving in the same direction?