How can small companies compete?

I recently facilitated an AutoHook private event at the Atlanta Porsche Experience Center, and amidst revved engines and adrenalin-pumping launch buttons, I reminisced of past Porsche experiences. It was a customer event in Minneapolis where I had a chance to learn driving techniques from the Porsche Sports Driving School instructors (or maybe they learned something from me). I was ecstatic to be a part of that event thanks to a special invite from Bruce Bonine of Carousel Automotive Group (a.k.a. one of my favorite people on the planet).

The morning I pulled up to the event, my Mini Cooper seemed awkwardly out of place in a parking lot of $100k+ vehicles. I quickly dismissed my insecurities when I reminded myself why I chose a Mini Cooper and not a luxury car. When you work in the automotive industry, choosing the car you drive takes deep consideration because some feel your car says more about you than your business card. So why a Mini Cooper? Well, for one thing, a luxury car can say "I'm successful," but it can also say, "I'll overcharge you to pay for this thing." Alternatively, a cheap car may say, "I should have made better financial decisions." So I took the approach that I am most fond of, and that is the don't be a "Jones" be a "Rain" approach. I chose the MINI Cooper because it had personality and character, as does MINI's marketing. So back to my case in point, how does a small company WIN customers? With a BIG personality and a fierce mentality!!!  Don't let the size of your budget prevent you from going toe to toe with your most vicious rivals; it may even throw them off. Look at this past marketing campaign from the head of MINI USA. He publicly challenged the head of Porsche to race, pitting the MINI Cooper S against the legendary Porsche 911 Carrera S on the track in Atlanta, right down the road from Porsche's US headquarters. MINI Cooper threw down the gauntlet, and the creativity was hilariously ingenious. Still to this day, it's one of my favorite examples of the scrappy underdog not rolling over.

If you haven't seen the campaign, check it out. It is hilarious.

THE CHALLENGE

THE RESPONSE

The Final Race Video 5 minutes

Spoiler: Porsche beats MINI by only <2 seconds! Mini claims defeat but comments That's $38,000 per second. 

The point is that MINI made themselves a contender by believing in their unique value proposition, and they had fun with it. How worthy you are of competition is a mindset. If you step up, your staff and customers will follow.

DREAM BIG, THINK BIG, BRAND LIKE A GIANT!

I know you're wondering, what does she drive now?

Well, I have a Nissan Leaf, which says nothing about my character; it just means I wanted the tax break and hate getting gas. However, I did drive 60 miles out of my way to buy that Leaf at a dealership that I would also note is a company that wins big in personality Carriage Nissan

10 Fundamentals to Enhance Your Company’s Online Presence

In this era of digital marketing, companies are switching from outbound marketing to inbound marketing because they know they can reach their target audience much faster. With millions of people flocking to social media networks daily, it has become the most prominent place where brands can attract potential buyers and build a better relationship with permanent ones. This is exactly the reason why many brands have started focusing on inbound marketing to maintain a strong online presence because it heightens brand awareness.

Many marketing experts believe that the way an organization presents itself online is equivalent to the first interaction with their potential client. It is your online identity that represents your message and your brand in this digital age. As the world advances and inbound marketing takes over traditional forms, it is vital for brands to maintain a dominant online presence to ensure sustainable growth and the survival of your brand.

However, this is not an easy task. The competition that prevails today in the virtual ecosystem demands your brand to be highly relatable, recognizable, authentic and unique amongst your competitors. High visibility increases your credibility and consumers will remain consistent in buying your service/product. A bulletproof online presence is how you capture and hold the attention of your target audience. Today, customers want to connect directly with business owners before making a decision on whether to purchase their product/services. 
Provided that, let us examine the key aspects of securing your online presence. 

1.    Blog Regularly:

Blogging feeds your website with the content it requires to attract customers and retain their attention. Blogging twice a week is ideal, but a few times a month would do as well. A regularly updated web page allows the customers to believe that your organization is alive, active, and well, while providing valuable information. Also, note that Google always favors updated sites. 

2.    Guest Post:

An efficient way to increase your visibility is to share blog posts to websites whose target audience is similar to yours. Offer a proposal that is a win-win situation for both parties. 

3.    Social Media:

Social media is the king of marketing. If you want your brand identity to increase manifold, start regularly interacting with your audience on Facebook. Posting content relevant to your brand on social media platforms not only engages your customers but also allows them to share it and provide feedback. A single post on Facebook can reach thousands of your potential clients at the same time.

4.    Pay Heed to SEO:

Accurate keyword research and optimization of a website is one of the most significant elements of online marketing. Right keywords allow your customers to locate you quickly online, whereas Google ranks you on top for having relevant keywords and updated content. 

5.    Get Involved in Expert Forums:

Be active in online discussions. Share useful information and contribute to business discussions. This will give you a lead in the industry. Use platforms like Linkedin to locate other professionals of the industry you can reach out to. 

6.    Offer Freebies:

Your customers love a freebie. Timely offers, coupons or eBooks to increase goodwill amongst your clients will boost your image and enhance visibility. 

7.    Video Marketing:

A beautifully designed and shot video would not only go viral to increase your brand awareness, but your customers would also retain the information provided for a long time. 

8.    Mobile-Friendly:

According to a recent survey, more than 70% of people today use their smartphones to find information online. Mobile usage and search rates have now officially exceeded desktop. Put simply - people are shopping on their phones more than on their computers. Ensure your website is mobile optimized to allow a wider audience to access your content. 

9.    Trendy Topics:

If you study SEO copywriting techniques, the main element would be to provide content on trendy topics. Staying in touch with trends portrays a cutting edge, consistent, up-to-date identity for your brand. 

10.    Pay Per Click:

Pay-per-click or PPC marketing is another way to put your brand out there. It is an excellent way to generate traffic and increase awareness of your brand. 

A Product Review and Marketing Blog Rolled Into One

My "Blogstimonial" on Lo & Son

The Disclaimer

I have no affiliation with Lo & Son. In fact, there's a selfish part of me that would love to keep this company a secret before they turn uber trendy and every has one. But I will be above that and share my story. Let me also state I base the majority of my purchases on testimonials and reviews - although sadly I am not one to write them, for no reason other than lack of time (hopefully this makes up for something). 

About Me

I have never purchased something as important as a handbag without so much as seeing or touching it in person. If you are questioning the term importance in regards to a bag, allow me to clarify. To some women, a purse or bag is an extension of themselves both in design and functionality.

For me - a mother, business owner, frequent traveler, and Virgo to boot, I struggled to find that one business travel bag that checked all the boxes: travel-friendly, high quality, visually impressive, convenient, durable, versatile and if possible, affordable. I first came across Lo & Son on Pinterest, my go-to passive shopping mall. Being as I am in the marketing industry, I was first attracted to how enticingly simplistic their ads were. I wouldn’t have ever considered a bag from a company I had never heard of, but the videos showing what you can fit in each bag were both brilliant and intriguing. Regardless of my interest, I remained on the purchasing fence for nearly six months. As my hunt for the perfect bag progressed, Lo & Son became an increasingly appealing contender even with my reservations of this sight unseen product. When I did a search for the best travel business bag expecting to find Tumi at the top of the list, Lo and Son surprisingly made the organic top three. 

The Backstory

Let me regress for a moment. The Tumi Larkin was my frontrunner. 

1.  Because of Tumi's impeccable reputation for quality
2.  I work in a male-dominated industry, and Tumi says, "I’m here for business"

Tumi yields respect amongst the travel elite and secures assurance with their repair and replacement policy. My Tumi Voyager backpack has taken years of travel abuse. It's endured being kicked under airplane seats, spilled drinks, broken pens spewing ink, and it is still my go-to backpack. 

Tumi Larkin $495

Amazon Over Brook $29.00

Kate Spade Cedar Street $248

After the Tumi, I felt like it was time to grow up and get an adult bag. So I went with the audacious "Look at Me" Louis Vuitton. It was something similar to the current Pallas, and it gave me the “I've arrived" feeling I was hoping for. Yet it was terribly uncomfortable for a 15” Mac Book Pro and various other travel essentials.

The Hunt

You should also know I pack like a digital boy scout toting everything I may need in life while traveling. Despite the LV's discomfort of losing feeling in my fingers as the straps cut off my circulation, I dragged that bag to a least 40 cities in two years. When my new bag exploration resumed, I encountered a series of experiences that highlighted what I didn't want in a bag.

First, I fell in love with a Hot Pink Kate Spade tote (another brand that has captivated me with their marketing ingenuity and product creativity). Yet it didn’t hold up to being as professionally versatile as I had hoped. So I took the minimalistic approach and got a nicely rated bag on Amazon for the bargain price of $28. But this too lacked the convenience of strategically placed pockets and it didn't look refined. So my search led me right back to Lo & Son. After watching the video for the Seville tote another ten times I was finally convinced it had everything I needed.

The Checklist

• Versatility: Changeable shells, multiple covers and colors, and a nylon travel overlay for luggage.
• Convenience: Pockets and compartments intelligently placed for your phone, keys, laptop, and accessories.
• Style and Quality: The exterior shell layer of the tote is made from a scratch resistant, 100% perforated Saffiano leather. The Soft Touch Shell is made from an advanced polymer yarn that easily adapts when physical force is applied to it. The material makes the shell super lightweight, stain resistant, water resistant, and easily cleanable. (Description: Via the Lo & Son website)
• Size: Large enough to fit my 15” Mac Book Pro without feeling like I'm carrying a duffle bag. I will also preface that I am only 5'1", so displaying the size-to-height ratio on their website is a genius move on their behalf. The bag may be slightly big for my frame, but I am completely comfortable with it considering the massive list of "pros" stacked on its side.
• Impressiveness: Obvious.

The Plunge

So I pulled the rip cord and purchased the Seville. I don’t think I am different than most women given the fact that I may take months to make a decision. But once I do, I wanted it yesterday. So I purchased and eagerly watched for the shipment tracking number. The desire to receive my new bag was amplified by the fact that I wanted it for my upcoming business trip, to truly test the worthiness of the pending title of, "Best Bag Ever."

Lo & Son Seville

The Tipping Point

My aspirations came to an abrupt halt when there was a mix up with shipping, and my purse went MIA - albeit no fault of Lo & Son's. I was crushed, so I contacted them for assistance and was immediately blown away by their customer support, and grateful for the assistance of Marissa. Marissa quickly communicated with me and took my lost shipment as seriously as I did. I know this all sounds dramatic but what I can I say, I am a person of intense emotions, and this bag was long overdue! Long story short, they helped me recover the bag and even though I was mid business trip, they had it delivered to my hotel so I could rejoice and conduct my personal scientific testing of “the perfect bag."

The Glorious Outcome

When it arrived, I opened it with childlike enthusiasm and walked around the hotel somewhat like a runway model, running a series of A/B testing, changing it from left arm to right arm. I practiced swapping out the sleeve much like a NASCAR pit crew changing tires. Speed is an essential component due to my constant "running late syndrome." Could the Seville convert as easily as the woman in the video made it look? Yes! After about three fumbled attempts at looping the straps, I figured out the process and am now a pro.

Then I conducted the capacity storage test. Did it hold everything as effortlessly as they made it look? Once again, YES! Even despite the fact that I carry around 10 times more items than the lady in the video. I managed to fit not only my 15" Mac Book Pro, but also a bag full of cables and adapters, my Sony DSL camera, foldable flats, reports, folders, toiletries, a scarf, the current issue of INC. Magazine, and my copy of Rising Strong by Brene Brown. Not to mention an array of assorted pens, highlighters, and post-its. Even with all that, the Seville held up AND looked fantastic! Overly stuffed, but stunning none the less.

The Founder

Lastly, if you weren’t sold on all the previous points of quality, design, marketing, and top notch customer service, you must read their story. I could never pass up an opportunity to support female entrepreneurship and a family-focused business model. 

Helen Lo and Sons

It takes a lot to turn me into an advocate, and Lo & Son achieved this in every category.  I watch their sales like a hawk awaiting my next coveted addition, The Pearl, which I am confident will be the perfect daily purse just as the Seville has become the perfect laptop and travel bag. 

The Thank You

This testimonial is long overdue. I had meant to deliver a public thank you to Lo & Son after I received my Seville in March. However, time got away from me. With Mother's Day pending, I figured this was the perfect time to give a shout out to the fantastic work done by Helen Lo, to whom I wish a Happy Mother's Day. I sincerely appreciate her drive in designing functional and beautiful products for women and developing a culture that delivers stellar customer service.

Sincerely, Your Fan,
April Rain

The 4 Absolutes of Fearless Marketing

By Lindsay Kwaselow

1.     Rules? What Rules? The first rule of fearless marketing is that sometimes, you have to break the rules. Standing out does not happen by staying on top of current trends. The second you cross the threshold between keeping up with the latest trends and inspiring future trends is the second you become a relentless marketer. I’m not saying you have to be a psychic genius to be on top, but without risks your brand is in grave danger of blending in. 

It’s natural to fear risks. However allowing fear to overtake your vision can be absolutely devastating to your marketing goals. Instead, use fear as a motivator to prove you can overcome it.

In his Inbound 2015 Keynote, famous marketing guru and author, Seth Godin says, “Only a fool does something brand new and says it’s going to work for sure. And only a failure refuses to do something that isn’t guaranteed to work. When we do our best work, we have to walk into it saying it might work, and it might not work.”

Watch the video below to hear more from Seth Godin about taking calculated, appropriate business risks.

2.     Fear one thing, and one thing only: mediocrity. What happens when you hear the word “average?” Go ahead, say it out loud…“aaavvvverrrrage.” If you’re going to be a fearless marketer, your immediate reaction to this word should involve tears, screaming, begging for your mommy and hiding in a closet in fetal position. Better yet, just go ahead and completely remove this word from your vocabulary. Don’t even THINK about being average. Ordinary is not an option for fearless marketers. From this day forward you must commit to being different. Accept it, and tell your inner ten-year-old self that it’s okay to be unlike anyone else. Your friends will still talk to you, and better yet, your brand will flourish.

In Seth Godin’s Mindset of a Winner he says, “Mediocrity is for losers. In our Google-fueled world we have a choice of a million things for any topic. Who picks average? Who picks mediocre? Nobody.”

3.    The experience trumps everything. Seriously, everything. Even price. If you can’t offer a smooth, memorable, and exceptional customer experience you might as well not have a brand at all. Apple gets away with charging more for their products because their products are not just devices in which to communicate, they are a lifestyle – an impenetrable story wrapped up in the humble image of a piece of fruit.

The millennial market of buyers is arguably the fastest-growing market in history. Spanning the ages of 18-34, these individuals rate the purchase experience as more important than the price of a product. According to a recent DrivingSales study, this mentality is applied to the car buying process. “While finding the right vehicle at the right price is important to everyone, our study shows that most younger consumers want a positive customer experience at the dealership and are willing to pay a little more to ensure they get it.”

The experience is also the driving force behind marketing’s future. According to a 2016 Marketo study of 499 CMOs from around the globe, “Top marketing channels are those that lend themselves to personalizing the customer experience.” By 2020, it is predicted that the top channels for offering this experience will be:

·      Social Media (63%)

·      The Internet (53%)

·      Mobile Apps (47%)

·      The Mobile Web (46%)

4.    Fearless will never equate to heartless. The most powerful brands in the world represent genuine human values and emotions. Never dismiss the importance of including your heart and soul into your work. Also, remember to have a little fun! If you lack passion in what you’re selling, that secret inner voice will scream through the lines and graphics of every marketing piece you publish. The vast majority of the consuming public can sense insincerity, whether they are conscious of it or not. If you don’t believe in what you do, neither will your audience. That’s why values are so important in this business.

“What you can do as a salesperson, is you communicate emotion. But you can’t communicate emotion and trust to someone if they’re not listening,” says Godin. “The only people that listen to you are the people that are presold on you because someone told them about what you do and how you do it.”

Fearless marketers are not just technically and intellectually skilled. They’re also emotionally intelligent. Hubspot defines emotional intelligence as “The ability to understand the needs and feelings of oneself and other people, manage one’s feelings, and respond to others in appropriate ways.” This all comes down to likeability. If people like you, they will listen to you. If people trust you and believe your brand represents the same values they believe in, they will buy from you. To be fearless is to understand human emotion and to realize it’s impossible to be successful in marketing without this fundamental ability to empathize with others. 

How to Conference in Atlanta

By April Rain

With the Upcoming CBT Conference pending February 9th – 11th at the Omni Hotel in Atlanta, Georgia I couldn’t be more thrilled that there is a conference in my hood, but I feel obligated to share the in’s and out’s of Atlanta with the inbound newcomers. Need any other on the spot advice just tweet @digitalrain_inc or follow our Facebook Page for updates.

Don’t worry friends I’ve got your back. 

Welcome to Atlanta

To get you in the Atlanta mood you need to add this to your playlist.

What other shot callers come from ATL?  

• Akon
• Andre 3000
• CeeLo
• Ludacris
• Usher

Not to mention: Decatur being Robin Thicke's Destination in Blurred Lines.

Getting around the ATL:

People complain about traffic in Atlanta, but it’s really about timing. Here’s the rule of thumb:

• Between 7am-10am & 4pm-7pm the speed limit is = 2 mph.
• All other times = Autobahn

From the Airport: The MARTA metro rail can be useful it picks up right inside the airport and goes to almost anywhere, including a station right next to the Omni hotel. Costs only $2.25.

There are over 60 streets with the word "Peachtree" in it and over 100 businesses. Don't be assumptive, use Waze. Otherwise, Uber is your best friend!

Lingo: OTP & ITP

The perimeter is the heart shaped freeway that runs along the outside of Atlanta and by heart, I mean as in the organ, not a cutesy Valentine's card. So OTP is the acronym for the suburban minivan driving breeders that live outside the proverbial border. Don’t worry you are safe from slander, the CBT conference is in ITP. 

I live 3 miles OTP but my Office is 1 mile ITP So I am super Trendy Urban Soccor mom. 

Don't say "Hotlanta" it's annoying, nobody in Atlanta would ever say that. There are places in the US that are hotter and more humid. 
 

Zombie Capitol of the World

The best show in the universe* is filmed just south of Atlanta. On any given day you can see Rick and maybe some walkers. If you’re lucky, you’ll see Alexandria’s outcome.  I created a Google My Map so you can locate these filming locations. April's Zombie Map #DidtheWallHold? *Ratings based on author opinion.

Other ATL Based shows:

You can see the High School from Vampire Diaries in plain site in Decatur. 

Atlanta may be a big city but it loves the small Little Woman of Atlanta

Shopping

USHER

Need new threads to increase your baller status? Here's my breakdown of favorite places to drop some bank:

Buckhead has side by side upscale malls with Phipps Plaza & Lenox Square . If it's a brand that a Kardashian owns than you will find it in Buckhead.

Want to take your shopping outdoors? Roller Skate? or catch a movie? Then head to Atlantic Station

Looking to take things sub-level? Then check out Atlanta UnderGround (Reviews very from disgusting & unsafe to Awesome, so travel at your own risk).

Legalities: 

According to Dumblaws in Atlanta it is still illegal to:

• To tie a giraffe to a telephone pole or street lamp
• Give another man a piggyback ride
• It is illegal for a chicken to cross the road
• Keep a donkey in a bathtub
• Change the clothes on a storefront mannequin without the shades are down
• Carry an ice cream cone in your back pocket on a Sunday

 

Shameless Promotion:

Catch my CBT session:

•  Thursday, February 11th
•  1:30pm
• Fearless & Contagious Branding. 

Eat up the Culture: 

Don't forget that the ATL is the home of many historic people & events: It was home to Martin Luther King Jr & Gone With The Wind.

The CNN tour is really kind of cool and for those of you who have little Rugrats expecting travel presents, there is a Turner store sporting swag from Adventure Time. I am personally a Lady Raincorn fan.

Want a greasy classic? Varsity Burger has been feeding Atlantans since 1928.

The Coca-Cola tour will let you try beverages from around the world. TOUR

Want real tips?

Then do what we all do and look on Trip Advisor for Best of Atlanta.
 

How to Be a Fearless Blogger

By Lindsay Kwaselow

Confidence. It’s time to channel your inner honey badger. If those little weasels can brush off a venomous snakebite after a quick nap, you can write a blog. Don’t overthink the insignificant details. Be courageous with every single stroke of the keyboard. You have a story to tell and every line of your story must demand attention.

According to the article, 8 Tips for Fearless Communication in the Workplace, by authors Victoria Simon, PhD, and Holly Pendersen, PhD, “Courage is the foundation of successful communication – and successful communication is the foundation of great achievement.” Therefore if you can’t muster up every fluid ounce of confidence you possess, you will probably never accomplish anything of real value. Bleed confidence into each blog. That may sound a little messy, but it’s how to persuade and represent yourself and your business online.

Don’t Use Weak Language. The power that resides in a single word or phrase is unbelievably underestimated. Replacing only one word in a sentence can actually change the effect your story will have on your audience. Avoid using fragile or unsure language like “I just,” “I feel,” and “I think.” Women inparticular don’t realize how often they use weak dialect in their writing and also in their speaking. Jerry Weissman, author at the Harvard Business Review recommends replacing those wishy-washy terms with more absolute language like, “I’m confident,” “I know,” and “I expect.”

Weissman also advises, “The words “I think” introduce doubt, even if only subliminally, in the minds of your audience. As a presenter attempting to persuade an audience, your job is to provide them with as much certainty as you can.”

Fluff is for Pillows and Cotton Candy, Not Blogs. The average blog post is roughly 500-1000 words. There are arguments for both sides in terms of what exactly is the optimal length. Blogging experts are very much divided on this subject. Some say short is always better because no one reads anymore. Others recommend longer because it’s better for SEO purposes. The best answer is, it depends. It depends on the subject, the industry, and how often you’re posting (among other factors).

Famous entrepreneur, blogger, and author, James Altucher says, “If you are going to have a post greater than 200 words you need to get people’s eyes to dance down the page. There are three ways to do that: photos, bold text, and lists (or all three).”

Better to be Short and Sweet than...BORING. Content is a fundamental, unparalleled aspect of your marketing. We always hear, “The more content, the better!” However, keep in mind, if your boss calls for more and more content they are most-likely referring to more individual pieces of content - more blogs, more social posts, more e-books, more webinars. Longer does have the potential to be better. That is, if you have imperative and inspiring things to say. But if you find yourself looking for more words just to fill up space, that’s a problem.

People today have the attention span of a gnat. Seriously. You have about a half of a sentence to grab someone’s attention – so start off blogs strong. Ask questions. Don’t be afraid to shock your reader with something unexpected, as long as it’s not offensive.

The Title is so Much More than “Just” a Title. This brings me to another very serious blogging element, the title. Sorry, but your blog title holds way more importance than your actual blog. Your title will ultimately determine whether or not you will win that teeny tiny but also monumental “click,” which is your one and only goal. Check out the book Tested Advertising Methods (although it was written in 1998, the same rules apply today). Strong titles include “How To’s,” “Numbered Lists”, and use words like “Introducing,” “Announcing,” “New,” and “Now” to create a sense of urgency. It can also be smart to incorporate a controversial term or ask a question in your title.

James Altucher sums up his success as a blogger and author by stating, “I bled, I delivered value, and I gave evidence nobody had ever thought of before.”

Rain on CBT News: Planning for a Better 2016

By Lindsay Kwaselow

On a very special edition of CBT News on Veteran’s Day, November 11th 2015, CBT anchors Joe Gumm and Corinne Lillis began the episode by thanking all our Veterans who have served and protected our country - with a special shout out to all the dealerships out there that hire veterans to represent their company and their brand.

This episode featured Digital Rain Inc. Founder and CEO, April Rain, who discussed digital marketing strategies for the year ahead. With 2016 right around the corner, dealerships are preparing for the New Year and attempting to avoid the mistakes they’ve made in the past to successfully create a unique marketing presence online.

With more and more new tech opportunities evolving, it can be difficult for dealers to choose the right solutions without becoming overwhelmed. April’s advice? First separate your wants from your needs. Differentiate your most critical needs from your wish list. Then narrow down your list to just five things, or five major problems you NEED to solve now. Find the products and technologies available and evaluate the ones that are most relevant to your needs.

It’s much less common that a product simply doesn’t work, but more so that you didn’t take the time to properly evaluate it! Make sure you fully understand both the capabilities and restrictions of a product from the beginning – before and during the launch process.

The next thing to remember is it’s so important to minimize all the clutter and all the noise all the “you should be doing this, and that” and really condense to what are the technologies that will solve your dealership’s current, specific problems moving forward. There’s so much out there and dealers really do need help narrowing it down! Consider the fact that there is no perfect solution. Everything has its pros and cons.

To get ideas of technologies to adopt you can always start with 20 Groups and conferences to see what others in the industry are doing. April suggests reading online reviews on products. There are a lot of different technology products that aggregate reviews. DrivingSales is a great example of a site that aggregates all the reviews of specific vendors in the automotive space.

With digital technologies advancing so rapidly, the line can become blurry between which products are durable solutions and which will become obsolete in six months. While April is a huge fan of trying new things and attempting to make processes bigger, faster, and better, she suggests first taking a step back and asking yourself:

1.     What is your budget?

2.     What are your capabilities?

3.     What kind of staff do you have in place?

4.     Do you have the resources to pull all this together and accomplish your goals?

Also ask vendors:

1. Does your product have a trial period?

2. What is the number one reason dealers cancel your product?

After you choose a solution, the next step is making sure that it launches and installs correctly. First follow the “assign-track-measure” mentality. April personally tasks and processes everything. She always recommends utilizing product management software to her clients. These systems are inexpensive and make collaboration a lot easier.  April said, “I use Smartsheets because it’s simple for any user to quickly grasp the concepts. If you want something more in depth, my personal favorite is Mavenlink, however Basecamp, Teamwork, and Wrike are very decent and affordable systems.”

Contrary to your marketing strategy, which needs to be unique, your technology platforms can be pretty broad. April advises using a checklist for different vendors to help you identify exactly what you are looking for. Things like: What criteria do I have for this product? How am I going to measure it? And then evaluate each vendor to the same criteria to ensure you’re comparing across the board.

April is also a huge fan of utilizing your team and getting them on board. There will be experts that know the software and it’s always smart to bring in help, whether it’s holding the vendor accountable for training or bringing in an outside expert to train your staff and help launch the product.

Utilizing your team is so important because they understand the operation of your store. They understand what the product will be able to do within your own culture, your own process, and your own habits. With that said, it’s crucial that you always pull your staff into the decision-making process. Staff or angry sales people can kill a product faster than anything especially if they feel like it's being pushed upon them.

Everybody wants to feel like they adopted something or that they were a part of choosing a product that helps sell cars. When you buy a product and just throw it to your staff and say launch it and take care of it – that creates resentment if they weren’t on board with the decision-making process in the first place. Once they are on board or involved, then you switch accountability and ownership to them to make sure that the product is universally trained and utilized and adapted throughout your entire store.

April will be a speaker at the CBT Automotive Conference and Expo in Atlanta February 9th-1tth at the Omni Hotel. Take advantage of early registration through December 18th at cbtconferenceandexpo.com.

Click here to watch April Rain on CBT News.

Digital Gratitude

By April Rain

Digital Gratitude: Why We Should Give Thanks to Digital

Science has proven the profound effects gratitude has on the human brain. Forcing a smile or a laugh can actually trick your brain into thinking you’re happy, despite your current mood. People who express gratitude in their everyday lives typically lead more fulfilled lives, complete with an abundance of love, better interpersonal relationships, more positive emotions and they are even healthier in comparison to their bitter counterparts.

A 2014 study published in Oxford University’s Journal of Social Cognitive and Affective Neuroscience provides evidence of a “gratitude gene” in our genetic makeup that may be the reason some people are more naturally grateful than others. They found variations in gene (CD38) to be associated with gratitude. We do have the power however, to choose to be grateful.

While the Internet of things has produced clutter, noise (and possibly even socially awkward behaviors), we have to take a moment to step back and realize what it has brought us. Number one is a universal connection to everyone and everything. The digital universe has allowed people to network with each other and with information in a way that is beyond any other technological innovation of this century. Social media gives people a voice. Facebook, Twitter, and other social networking sites allow you to take your inner gratitude and share it with the world.

Smartphones have given us the luxury of taking that network and carrying it with us wherever we go, constantly connected to the people, information, and ideas we seek. Search engines have given us access to the answers to all our questions within seconds, information that would take days or weeks to receive in pre-digital times.

Marketers should be especially thankful for the limitless channels of connection opportunities the digital realm provides. Things like paid search and Facebook ads make it possible to target and reach an audience at a low cost. Digital marketing in general is significantly less expensive than traditional ad spots no matter what the media outlet.

You may have heard of 365 Grateful, as it has received a lot of buzz across the Internet in recent years. It started as one photographer’s project and ended up becoming a contagious digital phenomenon. This genius idea forces people to remember to be grateful by sharing something different they are thankful for not just on Thanksgiving, but every single day of the year. 

And yes, there’s an app for that! The Gratitude! App asks users to log five things they’re grateful for each day. By choosing to be grateful it helps us appreciate the little things in life. For example, if you hate your job, it may force you to see the positives like how thankful you are for a paycheck to feed your family, or for everything you’ve learned, or the people your job has introduced you to. Behind every one of life’s dilemmas or stressors lies something to be found – a light at the end of the tunnel or a lesson learned from a tough situation.

In the words of New York Times writer, Arthur C. Brooks, “This Thanksgiving, don’t express gratitude only when you feel it. Give thanks especially when you don’t feel it.”

Special Message from Digital Rain Inc.: Digital Rain would be nothing without the clients, peers, and opportunities digital marketing has afforded us. We’d like to extend our deepest gratitude to the companies and individuals who believe in our work and our values, with the largest piece of our gratitude dedicated to our customers. We are grateful for everyone who took the time to read this blog. Today and every day, we will remember to be grateful.

5 Ways to Brand Like a Boss

By Lindsay Kwaselow

1. Be Insanely Unique. This involves diving in and studying what your competitors are doing and do whatever it takes to set yourself apart from the ordinary, monotonous landscape. Do not be vague in your branding approach, but rather zero in on the qualities (or single quality) that simply makes your brand better. According to Entreprenuer.com, “Your brand is derived from who you are, who you want to be and who people perceive you to be.” The actual definition of branding involves a marketing practice that identifies, and more than anything, differentiates a product from other products.

Being unique also requires reflecting your own personal values and underlying principles within your brand itself. First you have to identify, what makes your brand or company tick? What do you stand for? What makes you special? Stay true to yourself and to your brand and your audience will follow. This creates a personal experience and today, the experience really is everything. 

2. Be a Thought Leader. Don’t act like a know it all. You don’t know it all, so act like a leader. Leaders lead by example. Leaders have an impact on others because they don’t just step outside of the box, they skyrocket themselves up and out of the box. They recognize and talk about companies across industries that have altered and improved the way consumers buy goods and services. Leaders recognize their strengths and dispose of their weaknesses. Better yet, they forget about their weaknesses entirely. Find your strength - one single thing you can do better than anybody else, and RUN with it. There is no such thing as a “Jack of All Trades.” So be a master of something. Own whatever that is, and do it in a way that differentiates your brand from the clutter and the competition.

3. Bleed Trustworthiness and Transparency. Despite the saying, “Fake it ‘til you make it,” you can’t fake being honest. Think of your brand as the promise you make to your customers – and you better intend on always keeping that promise if you’d like to sleep well at night, or more importantly, stay in business. How many people trust Amazon’s purchase process due to the brand they’ve built and the way they’ve changed the game? Everyone trusts the service they provide, and if you’re a Prime member, you trust your package will arrive at your doorstep within two business days. Amazon is in fact so transparent, and their customer base is so incredibly loyal, that they have actually forced the United States Postal Service to work on Sundays. Now that’s some bossy, powerful branding!

4. Start a Serious, Eternal Relationship with Mobile & Social. It’s simple. Your brand needs to be present where and how your customers spend their time. For the first time in history, time spent using mobile apps has actually exceeded the time consumers spend watching T.V. This is huge. We’ve seen studies that show results of consumers spending an overwhelming (and somewhat alarming depending on how you view it) amount of their time on their mobile devices. Here are a few stats to let that settle in:

·      According to TechCrunch, “Today’s consumers are spending over 85% of their time on their smartphones using native applications, but the majority of their time – 84% – is spent using just five non-native apps they’ve installed from the App Store.”

·      TechCrunch also reports that for social apps, Facebook in particular takes up a large chunk of mobile usage time. “As a category, social networks claim 14% of all smartphone usage – or more than 25 minutes per day. Facebook is the leader here, with 1.25 billion mobile monthly active users.”

·      Mobile usage occurs on the go in most cases and is often used to compare prices while physically shopping at a store or showroom. A Placed Inc. and Cars.com study reported, 63% of automotive shoppers researched and shopped online while physically at a dealership using their mobile device.

·      In 2013, ComScore reported, “Consumers are spending 1-out-of-3 minutes of all online browsing time on mobile devices and that activity is only expected to increase." - And that was 2 years ago (which is like a decade in digital time). 

5. Do Not Underestimate the Untouchable Power of Your Logo. Your logo is the essential core, the foundation, the attributable starting point for the launch of your brand’s absolute, complete identity. In a word, your logo is everything, and it should be everywhere it can possibly be. Furthermore, there is something about simplicity that is a common denominator amongst the most powerful and successful brands ever created. Interbrand compiled a list of the top 100 brands across the world based on the their overall value and yearly revenue. The list included obvious game changers like Coca-Cola, Nike, Apple, and Google.

The Logo Factory then conducted a study analyzing the logo designs of each company to determine what they had in common. They revealed, “93% of the top 100 brands had a logo design that was relatively simple in form, and this is not a result of coincidence.” According to DesignBuddy.com, “Simple logos are unquestionably more versatile than their more intricate and detailed counterparts.” If your brand is just starting out, first devote your energy entirely into your logo in order to choose one single, simple, solitary symbol that defines who you are and what you represent.

…And that’s how you brand like a boss!

What Can Neuroscience Teach us About Branding?

By Lindsay Kwaselow

Neuroscience is defined as the study of the nervous system or the study of our subconscious reactions within the brain. How can this possibly relate to improving the way we market on mobile? There’s surprisingly a lot to consider when it comes to how the human brain processes data and visual stimulation from one screen or device to the next. By studying the activities that happen within our subconscious minds when shown an ad, we can thus derive data and make justified conclusions that will ultimately enhance the way we visually market our ads to make them more impactful.

Sharethrough, an advertising software company for publishers, commissioned Nielsen to conduct a study in hopes of determining how consumers visually react to, and process mobile ads. The problem with so many survey-based conducted mobile studies is that they only tap into the consumer’s conscious responses. By leveraging neuroscience in conjunction with EEG data and eye tracking, Nielsen was able to quantify where and how the participants’ focus was directed when viewing various mobile ads. Sharethrough reported how important it is to incorporate the subconscious behaviors of consumers, as “the subconscious is the motivating force behind many of our actions, including which brands we buy from.”

Eye tracking specifically evaluates how people visually interact with text or online banner ads. Companies who leverage eye tracking can use it to evaluate the impact of their visual products. According to EyeTracking.com, “The fields of advertising, entertainment, packaging and web design have all benefited significantly from studying the visual brain behavior of the consumer.”

Key Findings:

1.      Native ads, or ads that are coherent with the other media displayed on a device or webpage (such as a feed-based design) were shown to receive twice the visual focus than standard banner ads. The study concluded, “Across native ads and banners, eye gaze appeared to be consistently more concentrated on the native, even though both formats were placed in-feed.” 100% of the top ten most successful mobile sites use a feed-based design. 

2.      Native ad headlines can be enhanced to trigger associations within the brain. Words displayed on an associative network that are similar to words included in the headline of an article resulted in a lift in message resonance and was also shown to subconsciously influence brand perception.

3.      Marketers should always include key branding assets such as logos, keywords and consistent messaging, as Nielsen found that including these assets will facilitate the formation of brand associations within the human brain, and heighten your brand’s lift and influence.

4.    Native, feed-based ads provide markers with an increased rate of capturing audience attention – with the visual focus more so on the text of the ad than on the corresponding image. This heightened focus helps advertisers to create a network of branding assets and related words in the conscious and subconscious minds of their potential customers – ultimately strengthening overall brand perceptions.

“Each adjective or noun in a headline—including the brand name—is stored in an associative network of related concepts. Activating one concept automatically triggers the others, strengthening those connections over time,” says Sharethrough. As mobile adoption evolves and consumers continue shopping and learning on their mobile devices in real time, at exponential rates - remember that native ads effectively demand the focus and attention of the brain.

Mobile users are, for lack of a better word, distracted. According to NativeAdvertising.com, “In the last 15 years, the human attention span dropped a third, to about eight seconds (now a second shorter than a goldfish)! In a lot of ways, this is a response to the increase in stimuli we are bombarded by on a daily basis, from email and social media to smartphone notifications and of course: ads.”

Steps must be taken to ensure your ad stays afloat in the wake of an overpopulated, overstimulated mobile storm. Last year, Nielsen found exposure to mobile ads produces a 45% lift in intent – a significant factor when it comes to winning over mobile customers and prospects and increasing the efficiency of your branding structure.

Click here to view the complete infographic featuring the results from the study.