World-class, industry leading, state of the art, high performance…all words synonymous with a brand that AusGarage is excited to be working with.

PWR is a leading provider of cooling solutions for race categories around the world; including V8 Supercars, Formula1, NASCAR and INDYCAR. Sounds exciting hey? Well it is.

PWR manufacture high performance aluminium radiators, intercoolers, oil coolers and supply them to both professional Motorsport teams and the general public.

Before PWR decided to turn up the heat on their content marketing strategy with AusGarage, I was fortunate enough to be given a personal tour of their state-of-the-art manufacturing facility in Ormeau, Queensland. To say that I was blown away is an understatement. What I witnessed was nothing short of amazing. So much technology, research, engineering and innovation goes into the manufacturing of their product, not to mention leading quality-control measures! The facility includes a controlled atmosphere brazing furnace, a CNC machine shop, an R&D and design department and an in-house wind tunnel.

I toured the facility with PWR Head of Marketing Dave Mawson and AusGarage Founder James Payne. What I will say is James was definitively in his element and right at home.

What’s encouraging about partnering with businesses such as PWR is how much it excites the AusGarage team as they set forward on a creative journey to bring engaging, educational and valuable content to a business that sees value in creating, owning and distributing video. A business that began some 30 years ago; well before Facebook, content marketing and the like had any place in the marketing stable.

Dave Mawson from PWR said:

“We have a well-recognised brand in PWR and people know we are the best at what we do, but it is one of the best kept secrets. We have a great story and product, however we needed to better engage with our potential consumer-base; communicating our range and expertise in performance cooling. Given the work that we have done with AusGarage in the past, we knew we had to continue with that partnership.

James and his team make what is a complex process easy, it is as simple as that. We don’t know what the best angle is or how to get the most from our images and digital content, but the AusGarage crew are so professional and flexible in what they do, they just make it happen. They are the best at what they do hands down, which makes my job just so much easier.”

This is not the first time we have worked with the PWR team. In 2016 and earlier this year we created a number of videos with Power Torque Performance Tuning in partnership with PWR. You can check out some of the videos on the AusGarage Vimeo channel.

This time around, we are working exclusively with PWR; creating a series of videos to help the business display various aspects of their offering.

The first two videos will be 4WD focused and feature PWR’s intercooler products. The aim of each of these videos is to show the strain placed on both engine and gearbox when towing a caravan and; the need for engine cooling and issues with stress loads when heading off-road through puddles, sand and rough terrain.

I’m really looking forward to what the team create based on the brief and I’m sure PWR are just as excited.

If you’re an automotive business seeking to take your business to the next level, you seriously can’t look past automotive content specialists AusGarage. You may think I’m bias, but, I knew AusGarage well before I started working directly with them and I rate them just as high now as I did then when it comes to creating engaging and quality automotive content. Get in touch if you’re keen to drive your business to greater success with AusGarage!

Let’s say I am looking for a new car. If my local dealership doesn’t meet my requirements I am no longer limited to dealing with them. Within minutes I can have pages of dealers across the country in which I can deal with via phone and email as well as view videos and pictures of the car. Sight unseen online sales of cars have increased dramatically in recent years and there is no signs of slowing. More broadly across the automotive industry however there is a shift back to the local business. The increase in online sales does not mean the end of customer service and branding, in fact it is more important then ever. A consumer will travel longer distances and go to more effort just to deal with a business that they have a connection with.

What does this have to do with how professional your business is?

With so much choice on offer and the ability to shop around, your business needs to stand out. Consumers are sold on personality. Your personality (for sole traders) or your team/business personality (larger companies) needs to show through in everything you do. Every day when I drive into our office I drive past a mechanic that has now stepped into second hand car sales. They spent a small fortune building an extension, updating their showroom and installing new signage. This is great for building long term trust in the business however I wouldn’t have even noticed them if it wasn’t for one clever move. They have an old sign board out the front. Every week or so it is updated with a new saying, quote, or joke. It is always done in a tasteful way and is more often than not cleverly linked back to a product or service they have for sale. This is obviously not for everyone, you need to have the inspiration to continue updating and entertaining the passing traffic. What this simple sign board does is command attention. I would pass 50 mechanics each day, however it is this one that every day I look at as I drive past. It drives me to know more about the business but more importantly instantly gives me the confidence that I am going to be greeted by happy creative people when I enter. It sounds like a lot to draw from a simple sign board out the front of a shop but this is what clever affective marketing does.

Personality is the key! You still need to have the quality branding, the uniforms and all the typical items associated with a professional business. The trick is, you can’t be afraid to stand out. Learn more about your target demographic, add the personality of you and your employees and you are on the right track. There is no point running a Bentley style commercial if you are selling $20 000 cars and vice versa.

If you want to discuss how your business can stand out and build its own personality contact us today.

Relative to our bigger neighbours, Australia is a small market. Break that down to automotive businesses in Australia and it gets significantly smaller. Despite our size and customer base the auto industry has proven time and time again that we can lead the way. We are lucky enough to enjoy a wealth of quality products and workshops that are dedicated to delivering world class services.

So why can’t we get along?

It doesn’t matter what industry you are in, you are in for a long hard slog if you try and do it alone. Working with other auto businesses is more than just having beers on a Friday arvo. (Although that is a good start!) It is about identifying strengths in another business and working towards a mutually beneficial goal. Co-Branded products are one the most effective ways to promote a product. Co-Branding builds both businesses as well as increasing your potential customer reach. Do you have a product that could be better or sell faster by using another businesses distribution network or production?

Some great examples are the Toyota – Subaru agreement that lead to the production of the 86/BRZ. Two competitor companies that managed to Co-Brand a product with incredible success. We often see it overseas, workshops that will work with parts suppliers for the R&D and the launch of the product. The part supplier gets the product endorsement of the workshop while they in turn throw their marketing and product reach behind that particular workshop.

It can be as simple as finding a business that has a similar target audience but sells a different product.
So rather than always seeing competition, or wondering what could happen if only you had the facilities, bigger reach, or customer base. Get out there, talk to other auto businesses and see what is possible. As long as your brand values align there are plenty of opportunities to advance your business.

 

 

 

 

 

 

 

 

 

 

 

 

 

So how do you meet new businesses?

Networking can be hard, you have a busy enough schedule as it is. Running a business doesn’t often leave you with a lot of spare time to get out to different events. It is however essential. The old saying “you have to be in it to win it” rings very true when it comes to building valuable business partnerships. The classic notion of having to be at the office 9-5 is now a relic of the past. In order to build your business and your network you need to both create and capitalise on every opportunity that arises.  It might be something as easy as being at a local motorsport event, an industry function or simply communicating further with your existing network. Jump at opportunity and learn more about what Australian businesses can achieve together.

Next time you have the opportunity to meet new business contacts, remember these few tips:

• Schedule a meeting – NOW!

Lining up meetings can be difficult, especially over text or email. If you meet someone with whom you’d like to see again, set your next catch up on the same day that you meet. This ensures that you stay on their radar and takes the pressure of yourself to remember to do so after the event.

• Make meetings, not expectations.

It is very rare that you have the opportunity to walk into a meeting knowing exactly what the outcome will be. Do your homework on the business  behind the person you’re meeting with and the rest will follow from there.

• Be genuine – no one likes a wanker.

The age of the slick salesman is over, it’s now all about genuine business relationships. If you’re honest about your business and what you stand for then you’re going to be in the ideal position to foster positive business relationships with those you meet.

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Working closely with the Cootha Classic team, BG Consulting as well as TPR Media we were able to create a fantastic media opportunity. AusGarage through our in house talent were able to 3D model initial concepts, coordinate locations and meet all requirements set by the Brisbane City Council to ensure that the event was run in a safe efficient manner. The logistics involved to display vehicles and a truss structure in a busy section of South Bank is quite a complex process and something the AusGarage team enjoyed organising.

On the day we did experience inclement weather which allowed the team involved to show off their ability to think on their feet and ensure the best results were achieved for the client. The TPR team stepped up to the mark to ensure that once the weather had cleared, high quality content creation was the number one priority for the brands ongoing campaign.

Thanks to the efforts of all involved this exciting event had an incredibly successful launch event with significant coverage achieved in Print, TV and radio. For more details on the Cootha Classic to be held on the 5th September in Brisbane, check out their website.

www.cootha-classic.com.au