Every industry is looking for ways to think outside the box and engage the consumer. We have seen industries rethink even how they approach the industry conference to make sure they are more engaging and beneficial to the attendee. Barcamps, Podcamps, and Fishbowls are just a few different expressions of the whole unconference movement.
Now comes the UnDealership
General Motors is unveiling a nontraditional and experimental marketing program that will let consumers test drive Chevy vehicles and the vehicles from their competitors.
In a recent MarketingDaily Article, Karl Greenberg outlines the “Test Drive Studio.”
The studios will feature Chevy’s “heart of the market” products for “modern families,” per Tihanyi: Malibu, Traverse, and Equinox, plus competitors in each of the segments in which the Chevy vehicles compete.
“It’s a non-threatening environment,” says Tihanyi. “It’s not pressure -filled; you can drive all the right competitive products against the [vehicles]. If you take Malibu as an example, we will also have vehicles like Camry, Accord, Ford Fusion, or Taurus, so you get a really good cluster of vehicles to experience at your own pace.”
The studios, which will be either in industrial zones or high-traffic retail areas — Tihanyi says GM is still working on locations — will likely have a laid-back, perhaps “industrial-hip,” feel, with WiFi, and a café/lounge. “Ultimately, we want it to be customer friendly; we want them to feel good about being there. The last thing we want is people hovering over you. It will not look like a dealership and will not be branded Chevrolet,” he says.
Do you work in a traditional industry? What could you visualize in your market that would enhance the consumer experience?
Politics
In the last presidential race, President Obama’s campaign team showed what could happen when you would think outside the box regarding traditional campaigning.
Religious Organizations
Faiths groups of all expressions are wrestling with the evolution of culture and how they can maintain their relevancy. With this challenge, they are experimenting with different approaches to engage their community.
These are just three traditional industries that are expanding how they think about engaging their customer.
However, you could be an accountant, banker. lawyer or physician. What would a un-accounting firm look like? How about a un-doctor’s office.?
The possibilities are there, experimenting and executing… That’s where the leap of faith comes in.
What could you do to enhance the customer’s experience in your market?
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