9AUGUST 2021Whatever your business purpose is, be sure to align what you are doing to simple, measurable business goalscategories. Give everyone a chance to feel they are part of the program, and you will see internal adoption of your program grow much more quickly.Talent and teamwork wins: Select the right partners and align on vision while giving the team latitude to push the envelope. It's important to have thoughtful discussion regarding the customer experience and build your program from the perspective of your target audience. Be sure that each of your teammates don't lose site of the goals and how the customer's engagement through this program helps your team accomplish these goals. Ensure accountability throughout the process and be sure that your team can execute these initiatives. Go-live is just the starting line: There is no finish line. Measure, adjust and engage.At FleetPride, a network of 28 0heavy-duty truck parts stores and 50 service centers, we are revolutionizing how marketing is done in our industry by moving from vanilla, one-size-fits-all marketing, to targeted, personalized marketing. We gather information on what vehicles make up a customer's fleet and how they procure products and services for those trucks. Then, we tailor digital solutions for them, including marketing programs. Tailored marketing places an emphasis on the needs and wants of a small set of customers, as opposed to a mass audience.For example, Fleet Pride has invested in Vehicle In Operation (VIO) data to begin to understand where our customers physically need specific parts throughout the country, and is starting to tailor not only our marketing messages but also our physical inventory to be aligned with having the right parts, when and where it's relevant to a customer. Using this data, the marketing team shares relevant content with customers in specific geotargeted locations.As another example, imagine that we are looking to grow sales for a new product that is very similar to something we currently offer. Through dynamic content, Fleet Pride can now share new product information based on a customer's previous purchases, as a new "featured" item, which has similar or greater benefits than that of the item typically purchased. This can be done as a drip campaign to provide awareness of features and benefits, and also include a promotion that will encourage action from the customer, including learning more or making a purchase. This can all be done through marketing automation with little human interaction, freeing up your marketing team to focus on other areas.Tying together all the key ingredients for personalized marketing success is accomplished by a collaborative leadership team that drives innovation and is laser focused on what customers value, and directly aligns to their business.
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