Internet Marketing - Matt Bailey [90]
After seeing Mike in action, “cheerleader” definitely suits his management style and the enjoyment he gets from going to work every single day. In his words, “I could be president or cheerleader—who do you think is going to be more approachable?” In talking with his employees, I was amazed how many people had worked at the company for 18 years, 15 years, 12 years, and so on. The employees are excited about their work, and they share an amazing sense of purpose, instilled by Mike (Figure 8-10).
Mike started his company by using a borrowed car and a $500 loan and selling his collection of Corvette parts and accessories from the trunk of that car at car shows. He was able to take that passion for Corvettes and build one of the most recognized names in the Corvette aftermarket parts industry. He also hosts an annual Corvette Funfest, which draws more than 15,000 Corvettes and more than 40,000 enthusiasts. His personality drives the business, and his customers feel a part of his success, because they share his story, his humble beginnings, his passion, and his joy in celebrating with his customers.
All of the company’s online advertising shares Mike’s excitement and passion for Corvettes and air-cooled VWs. Mike uses the platform of his blog to share new products, industry news, attractive automobiles, friends, and history (both personal and automotive), as shown in Figure 8-11. Mike spotlights some of the friends that he has made throughout his years in the industry, seminars, auto ownership, and automotive clubs. He provides information, education, and a point of meeting for his friends and the marketplace. In touring his offices, the décor of the meeting rooms, café, and museum are all driven by his magnetic personality and love for classic Corvettes. In fact, the website, product catalog, and mailings all fit the brand, because the brand is driven by the story.
Figure 8-10: Mike Yager (left) of Mid America Motorworks
Mike’s communication and empathy with his marketplace is driven by his own passion for the product. As a hobbyist and owner of classic American and German-made automobiles, he shares his customers’ passion and enthusiasm for these classic cars. As the face of Mid America Motorworks, Mike shares his story and his passion for the industry, and customers are drawn into a relationship more so than simply buying products. Stories and personal empathy are very effective in that they create the connection to the customer by tapping into their empathy. The person listening to a story can identify with the thoughts and feelings of the speaker.
Figure 8-11: Mike’s blog
Thursday: Provide a Return on the Customer’s Investment
How can you distinguish a product as practical and as pervasive as a pen? Wooden Pen Works (www.woodenpenworks.com), which creates wooden, turquoise, and malachite pens, created a humorous video using the characters Statler and Waldorf from The Muppet Show. The video was uploaded it to YouTube, and the clip received thousands of views (Figure 8-12).
Finding that spark of creativity that helps educate and entertain customers about your product or business makes you memorable. Beyond that, it also provides your customers with a story to relate to others. In this case, you are not just purchasing a pen; you’ve become tied to the relational aspects of familiar characters explaining how the pen was made.
Figure 8-12: Wooden Pen Works video
There is much more emotional and entertainment investment in the purchase, which not only assists in the decision to purchase but the satisfaction and emotional benefits as purchases can