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you working on a national account building brand image and awareness?
Perhaps you’re responsible for a piece of regional or
dealer association business with a field force. Or you may even
be responsible for individual dealer accounts helping to create
an identity for your client while producing advertising which
echoes, “buy here today.” You may even be in the
pitch of your life, attempting to win that elusive piece of
car business for your agency.
Regardless of which scenario you find
yourself in, you all have one mandatory pre-requisite for
success. Knowledge of the objectives, strategies, idiosyncrasies,
and basic premise of all three tiers of automotive marketing.
Tim Marzonie has done all of the above
at agencies on a variety of automotive accounts. Regardless
of which category you operate in, he understands the common
thread within the various stages of the purchase funnel. In
particular, bringing new ideas forward which clearly establishes
your client’s share of voice and garners the consumer’s
attention.
Expand your automotive management expertise.
Give Cypress Alliance a call.
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National/Brand
Tim ran the Jeep Brand at Foote, Cone & Belding during
the heyday of record sales. His largest undertaking was the
1998 model year launch of DaimlerChrysler’s bread and
butter, the all-new redesigned Jeep Grand Cherokee. Tim’s
team simultaneously filmed commercials on three continents.
The creative package won a silver lion at the International
Advertising Awards in Cannes, France.
Regional/Dealer Associations
A good part of Tim’s passion and strengths clearly fall
in the Tier 2 category. If organized and managed properly,
an automotive agency field force can be a crucial element
for success. The shear dollars on the Tier 2 level is staggering.
Focusing those dollars is imperative. There are a variety
of ongoing challenges when building a successful field service
vision. Motivating a decentralized staff, integrating accountability
and developing an effective communication link are all imperative
management tactics. Also, designing a management philosophy
based on change and continuous improvement are just as important.
Local Dealer
In his recent tier two assignment, Tim led his field force
on a productive, but unorthodox mission. Help the local dealer.
Use sophisticated marketing and advertising experience and
simply advise and consult as many dealers as possible which
will collectively result in selling more vehicles. A huge
opportunity exists for agencies to increase the stature and
effectiveness of local dealer advertising, rather than just
conducting meetings and communicating the creative strategy.
Business Development
Regardless of what type of automotive pitch you may be involved
in, some help and expertise is most likely required. Car accounts
are dynamic and special. They require a blend of experience,
smart marketing prowess, and the ability to mobilize agency
resources on a dime. Having a presentable and articulate automotive
veteran on your pitch team could amplify that you’re
serious about the business.
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