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Hey, Close the Hood The 13 January 2004 edition of the Zeitgeist e-Zine Right up front, I’ll admit I wasn’t really into cars when I was young…and I’m still not. This isn’t to say that I don’t appreciate the lines of the new Crossfire, can’t wait to test drive whatever Buick ends up renaming the LaCrosse or find myself oddly intrigued by the new Murano. But what’s under the hood? Gimme a break… Nothing against my brothers (and sisters) that get all tingly looking at what’s under the hood. But you’re not in the majority. And, those humorous but pointless Dodge ads that promote the importance of having a Hemi? I’d bet 85% of the world has NO idea that “Hemi” stands for hemispherical combustion chamber. While there may be a sub-set of the population that selects their car on the basis of engine specifications…trust me, it ain’t the majority of buyers. Not even close. And the reason that today’s vehicles look slicker, sleeker and more unusual than the maddening culture of cookie-cutter cars that populated highways and city streets in the 70s and 80s? We like to make a statement of individuality with what we drive today. So, as
the Auto Show season starts across the American landscape, How can I tell if this is the car that says “me.” How can I sit in the driver’s seat and check out the view. How can I decide if I’m going to visit a dealership if I only know what this $30,000 expense looks like when I’m checking the friggin’ oil? But, because the people who own and work at auto dealerships ARE gearheads, that’s how they set up their cars on the Trade Show floor (and on car lots everywhere). And this is the point of this post…thinking that everybody likes your product for the same reason you like it is a recipe for disaster. It would be like me trying to program the local CHR station. Their target audience is 14-24 year olds. And, while I like Outkast, Liz Phair and Nickelback, there’s no way that a 40-something’s sensibilities would resonate with this target audience. We’d be at the bottom of the ratings pile within a month. Here’s something to ponder as we step into the new year. Are you marketing your product, services or destination like auto dealers at a car show? Are you showcasing your product in a way that inadvertently disconnects with the majority of your target consumers? It’s not how you think you’d like your product to be displayed. It’s what your potential customers are looking for…. All the best, Bill PS: Speaking of Trade Shows, this month’s edition of DMOU for Sales features a fascinating hour with Candy Adams (aka the “Booth Mom”). Click here to learn more about this great teleseminar, available now on CD and Cassette from DMOU.com
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answer me this: why do over half of the vehicles on display have their
hoods propped open?