Azione focuses on marketing for first day of Fall Conference
Buying group Azione Unlimited devoted much of September 9, the opening day of its Fall Conference held in New Orleans, to the topic of marketing.
As with past conferences, the opening dealer meetings were an open forum for the exchange of ideas -- in this case, what kinds of marketing efforts are working (or not) for the group's dealer members.
Kicking off the opening session, Azione Founder/President Richard Glikes introduced dealer members who gave short presentations on their respective marketing approaches.
Christian Vives of ABE Networks spoke of how his firm strives to maintain consistency in its branding, such as with utilization of colors, logos and design elements on vehicles, advertising and signage. He also stressed treating employees well, as “happy employees provide a great customer experience.” He advised dealers to pay attention to clients' hobbies and interests, as these could build relationships and provide a hook to prompt purchases.
Jon Myer of MyerConnex told of the success his dealership has had by creating lavish print brochures on quality paper, as they appeal to luxe customers. He went to report on how his company has driven sales by cultivating demo events, such providing free audio services for rooftop company parties.
Rob Pierangeli of Xssentials showed examples of his company's conceptual print ads that have won over consumers by stressing lifestyle rather than brands or pricing. He spoke of his dealership's success with relationship marketing efforts such as providing CEU training to local architects and designers, building relationships that pay off in referrals and inclusion in jobs.
Scott Ruzich of Epic AV Automation stressed the importance of getting good photographs of installations for future marketing and advertising use. He said his firm employs professional photographers to capture quality images. He also spoke of Epic AV's local outreach efforts such as “Lunch and Learn” programs for trade associations and non-CEU participants. Other tips he passed on included ensuring all staff members wear company attire at all times, and all vehicles are clean and well-maintained.