Even a small auto glass company can find marketing success on a small budget, according to Rodger Pickett, former vice president of customer service for Safelite AutoGlass, and former vice president, general manager and minority owner in Cindy Rowe Auto Glass. (Safelite’s parent company, Belron, acquired Cindy Rowe Auto Glass in January 2009.) The key to marketing success is “thinking big,” said Pickett, who gave a presentation today at Auto Glass Week.
“You can market successfully however big or small you are and in whatever market you’re in,” he said. “You can be little and look big.”
So how can an auto glass company do this? By thinking creatively, Pickett said. For instance, when he was with Cindy Rowe Auto Glass, the company sponsored a baseball team and found success. Each company is different and needs to figure out what works best for them.
“Maybe the biggest thing to think about running your advertising is creating a brand,” he stressed. “Brands need to be meaningful and they need to be memorable in order to be effective.”
Before branding a business, Pickett said it is vital to build a base of happy customers. Branding is unlikely to work well without this base. A way to build a happy customer base is by taking care of employees. By paying them well and ensuring they are happy, they will go the added mile to help customers, he added.
“We want employees to feel valued, safe, balanced and loved,” he said.
Ultimately, he said there are five keys to successful marketing:
—Offer a value-based business;
—Have content employees;
—Ensure your customers are wildly satisfied;
—Promote a meaning and memorable brand; and
—Mobilize the customers.