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Jared Hamilton
From: Jared Hamilton
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Bryan Armstrong

Bryan Armstrong e-Commerce Director

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The Sky is Falling: Create a Crisis Marketing

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:

  1. Determine what you are looking for that will complement your current strengths and shore up your weaknesses.
  2. Get involved in Communities that foster education and interaction. Don’t frequent bars as a primary hunting ground. I have 4 Sisters and Mom always told them “you’ll never find a Stallion in the Donkey corral”.
  3. Long courtships and engagements are good. Love at first sight DOES happen, but it’s RARE and a cooling off period won’t deter it if it’s real.
  4. Commit. Totally and completely. It’s a lasting thing and may be rough but even the best relationship can sometimes go through a rocky patch. Communicate often and openly and don’t start looking for the next best thing before you’ve exhausted all channels with your current spouse.

 

 Don’t wake up next week with a ring on your finger and no idea how it got there.

Bryan Armstrong

@bryancarguy

JD Rucker
After reading your post, Brian, I came across some things you should be concerned about. If you act now, I can get your story ready for the changes in Driving Sales v7.2 that may have a detrimental impact on your post rankings. This is a no-obligation, free 30-day trial. I just need your credit card and social security numbers to secure your spot. This is a limited time offer and seating is on a first-come, first-served basis, so before one of your competitors takes advantage of this, act now! Otherwise, great post and point well made.
Bryan Armstrong
JD= Thanks and I'm standing in my kitchen laughing. On a side note thanks for being someone that is passionate in your beliefs yet does not resort to the above, but rather tries to educate.
Larry Bruce
LOL nice Bryan, I am glad someone from your side of the fence finally said it, thank you! I think Ed Brooks summed up ZMOT best for me, it is Bullsh** but it does frame the shopping process in a way most people can understand, there for it is helpful Bullsh** if there is such a thing. There is nothing new in Human Nature what customers do, want to do and want are still the same. They just have more tools and information available to do them and that allows them to do it in large quantity and faster than they ever have before. It also has fragmented marketing in away never seen. Marketing is more transparent than it has ever been and more complicated making your analogy of a vendor partnership & marriage that much more relevant. Any good relationship requires work from both sides. Thanks for a good read to start out he morning.
Bryan Armstrong
Thanks Larry. Though this was never meant to be an commentary on ZMOT, heck I participated in Brian Pasch's ZMOT study and learned a lot! Mainly that "Marketing is more transparent than it has ever been and more complicated". This was just to advise all to ALWAYS question the "data" from all studies and be careful in choosing who you do business with. When confronted with conflicting data, I usually follow the money. It points to the motivation.
Larry Bruce
Almost always no doubt Bryan, thanks again. Cya in a few days

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