, Tirecraft is a Canadian network of over 280 tire and automotive ‘independent’ dealers located all across the country. The two key objectives of this project were to:

1) ensure corporate/brand alignment of all locations across the network
2) develop and implement a national marketing strategy

To accomplish these, and more, Sean worked with Tirecraft in an embedded role (3 days a week) for close to 5 years. Over that time, as the in-house VP of Strategic Marketing, Sean lead the smooth integration of the strategy through the 4 regional offices. He oversaw the development of a yearly marketing plan, an updated visual identity, new retail store design program, new social media strategy, new e-commerce website, seasonal national advertising campaigns, and many other key elements.

In his role, Sean reported to the 7 member national ownership team, worked directly with each regional marketing team (a total of 12 people), and coordinated efforts with the 4 regional offices – Edmonton, Southern Ontario, Montreal and Halifax.
 
Outcome: At the start of the project, the brand and corporate vision were misaligned and the regional offices were disconnected. Through Sean's on-site presence and focused work, we were able to help strengthen the corporate and ‘team’ connections, and brought a consistent and focused strategy to the organization. As a result of our work, the company also improved its ‘national’ brand awareness, significantly in digital channels, as well as drove retail sales through online lead generation.

Marketing has always been an ever-changing industry and now, more than ever, with advanced technology, social networking, and new media opportunities; it can be hard to keep up!  This constant struggle to stay ahead can often lead a business down a path they may not otherwise have followed.
 
There are, however, a few core-marketing principles that haven’t changed and likely never will. Understanding these basic elements will help you and your business stay grounded and make the right marketing decisions. These core principles are: 
 
Know your Business:
Of course, you know your business - you can give your elevator-pitch in your sleep, right? That’s a given. I’m talking about answering questions like:
•    What does your business stand for?
•    Does your brand reflect your business?
•    What’s your brand voice?
•    What’s your value proposition?
 
Having a solid understanding of your business can help you stay focused and make better business decisions.
 
Know your Customer:
When’s the last time you actually talked to your customers? Do you know how they like to be marketed to? Why they like your business or how they heard about you?
 
Understanding your customers is critical. Social media insights and Google Analytics provide a good start but focus groups or tools like Survey Monkey are great ways to dig deeper into your customers’ interests and behaviours. 
 
Know your Industry:
Sometimes you can get so focused on your business that you’re out of the loop with other players in the industry? Keeping tabs on your direct/indirect competitors and where you fit within the landscape will go a long way in building your marketing efforts. 
 
Having a solid understanding of these core principles will help you better navigate the myriad of marketing tactics and strategies that will continue to face you in the months and years to come.

This article, by Dashboard's Sarah Williams first appeared in the Autumn 2017 issue of Sixty Six magazine.