Car Wash - Spring 2015 - (Page 85)
HOW CAN YOU TAKE YOUR
TO THE NEXT LEVEL?
STRATEGY FIRST SO YOU CAN MEASURE WHAT MATTERS
BY NICK WESTERGAARD
WHEN IT COMES to social media,
many marketers unwittingly end up in a
paradox of circular thinking. How often
have you heard - or perhaps even said
yourself - something like the following,
"Our current social media efforts aren't
working. However, with the limited results
we've seen, we really can't justify investing more to take things to the next level."
This strategic stalemate is the social
media version of the classic chicken and
egg dilemma - how can you accomplish
the one without the other?
This circular thinking is reminiscent of
those old commercials for job skills training programs, "I can't get a job because I
don't have any experience...I don't have
any experience because I can't get a job ..."
Likewise, social media is a leap for many
small businesses - like car wash owners
and operators - who are struggling with
this new media shift.
As such, many employ a toe-in-the-water
approach, holding off major commitments
of time, talent, and treasure until obvious
results appear to justify these expenditures
(we can talk another time about how social
media still has to "prove it" more than other
traditional channels like TV and radio).
This logic problem creates a chicken and
egg dilemma that can cycle continuously
over and over again ...
As small business owners and marketers,
we have to do something to break the cycle.
These paradoxes have an all-too-familiar
challenge at the core. Often our marketing
is adrift and not producing those obvious
results because our strategy is rudderless.
While it sounds like a mandate to eat your
vegetables, it's critical that even the most
basic toe in the water needs to be grounded
with a clear strategy.
This doesn't have to be time consuming either. I'm fond of pointing to Rudyard
Kipling's poem about the "Six Honest
SPRING 2015 | CAR WASH MAGAZINE | WWW.CARWASH.ORG
Table of Contents for the Digital Edition of Car Wash - Spring 2015
Letter from the ICA
Meet the Board
By the Numbers
Trends in car wash design
Creativity & innovation: the myth of the lightning bolt
Better by design
Revamping the retail experience
The importance of purpose in pursuit of extraordinary outcomes
Efficient offices for car wash owners/ managers
Risk vs. Reward
Marketing with a purpose
Building a legacy
2014 Consumer Study
2014 Annual Report
Dealing with bad online reviews
Wash ideas with Perry Powell
How can you take your social media to the next level?
Building strong work teams helps your bottom line
The Apple way
Making better business decisions: the critical thinking advantage
Do you know your perfect customer?
10 tips for D.I.Y. recruiting
Businesses victimized by cyber crime: the loss may be theirs
Take a Tour
Unsung (car wash) hero
Blast from the Past
Index of Advertisers
Focus on the Members
Car Wash - Spring 2015