Chicken Little created a crisis that was, though real in his mind, totally false. However, it spurred others into frivolous action in a well-known Fairy Tale. In the next few weeks and Months many Dealership personnel will confront the same thing as they interact with Vendors at the Dealership, in on-line forums and at Conferences.
And thus my friends will begin the Zero Moment of Bullsh**.
We get it every day in our inboxes “we have done a quick study of your website and found several areas you should be concerned with”, “Google 3.4 will make your website invisible unless you ACT NOW”, “Get our Free whitepaper on why you need our service and a free 30 Day trial”… and on and on it goes.
“Create a Crisis Marketing" is not new. Bomb shelter Companies made millions during the red-scare era, and look at the health supplement market! That’s NOT to say there was never a possibility of being attacked as a Country nor that Vitamins aren’t good for you.
However, a good Vendor Partnership should be like a good marriage so maybe follow the same steps:
Don’t wake up next week with a ring on your finger and no idea how it got there.