Last month, I attended the Automotive Communications Council’s annual conference in Louisville, KY. The three-day event brings together marketing and communications professionals from across the automotive aftermarket. Besides the names of some very nice and talented people in the industry, here are a few things I learned:
What I learned: I’m still not a bourbon fan.
Who taught me: Evan Williams Bourbon Experience
What I learned: I knew this but it bears repeating: authenticity is so important to building trust with customers.
Who taught me: Trevor Potter, PBL Strategy
What I learned: Design thinking is a powerful way to turn a chaotic mix of ideas and to-dos into a focused plan of action.
Who taught me: Kale & Flax
What I learned: Good things really do happen when senior members of upper management (emphasis on senior) listen to ideas from younger members of the company, as evidenced by Federal Mogul’s rollout of its Garage Gurus initiative.
Who taught me: Laura Soave, Federal Mogul
What I learned: Automotive shop owners and many of their customers don’t care about NASCAR. Why do we automotive marketers keep pushing NASCAR stuff? Also, service advisors (not technicians) make the decision on which brand of parts to purchase.
Who taught me: The three automotive shop owners who were kind enough to sit on the conference’s panel and answer the group’s questions for 90 minutes.