Caffeinated Marketing

Gettting through all the noise, one cup at a time

My First Client: Cobalt Off Road Center December 28, 2010

Filed under: Free Ideas,Tip of the Day — jenharris @ 10:44 am
Tags: , ,

This is going to be a series of how I am going to assist Cobalt with their Marketing as a whole – not just radio.  Some people here at Citadel have told me not to waste my time or get sucked in to the “social media thing”.  Really? I don’t plan on doing it for them, rather teach them the reasons WHY they should be engaging, HOW that works with their strategy and WHERE it integrates with their radio campaign.  Follow along and you can do this too.  This post is mainly about STRATEGY & our first steps.
I am going to use the POST method – brilliant, precise and it works. Buy the book, you won’t be sorry.

Background:

  • Cobalt doesn’t have a social presence – perfect! I don’t have to undo terrible practices. (mainly a business can NOT be a “friend” – you will eventually get shut down from FB & loose ALL THAT DATA).
  • Cobalt has opened up a retail Off Road Center that is on the same lot to their customized Truck Equipment shop in Nampa on Karcher Road.

P-People:
Who do we want to know about us?
Jeff (their offroad specialist) wants the customer who is going to be a long term, year long customer. They spend money every month on accessories for their vehicle. The lift kit guy is great, but after spending $4,000 in one shot – he might not come back for a while.

O-Objective:
What do we want to accomplish?
We want to build a data base of new customers – to build a fire, you must first start with kindling.-thank you Greg Stielstra.

S-Strategy:
How will the relationship with the customer change?
We want people to talk about the Cobalt  Off Road Center when they think of truck accessories in the Treasure Valley.

T-Tools:
Which technology tools will get us to the objective?
Since I AM in radio – we will use that medium in prime areas (Bob & Tom on The Eagle) as well as Traffic spots and very targeted day & times on both country stations: Kissin’ 92 & KQFC.  We are going to direct people to the station websites with the keyword COBALT where listeners will sign up to be on Cobalt’s monthly eNewsletter list. Jeff is going to use MailChimp – keeping those that opt in “in the know” for sales, new products & company news.  Increase awareness and stay in front of the customer.

Future:
FaceBook business page presence with objective to interact and create community with the off-road & accessory enthusiasts.
Open House in April to celebrate Off Road Center
Possible affiliation with The Eagle’s broadcast of BSU Football games for 2011/2012