• 0272079032
  • joel@anngowmarketing.co.nz

    Over recent years smart phone technology has experienced rapid development, allowing consumers to reap the benefits of what is essentially having a computer within reach at all times.

    Instant information is a key component of mobile marketing. Past marketing techniques based on the notion that potential customers will need to seek out and engage in timely measures, when following up an advertisement no longer apply. To illustrate this, a television advertisement during the evening news would supply a company address and phone number. This may capture consumer interest, however does not enable their immediate intent to pursue the offer at hand. Waiting until the next day to phone or physically view the offer creates barriers that are likely to diminish the potential customer’s urgency and interest.

    Another result of delayed follow up is the exposure your potential customer will have to your competitors advertisements, directed at the same target market segments. Minimizing the time frame between projecting your offer and completing the purchase is essential.

    Transferring the same advertisement to a mobile application platform such as Facebook or simply redirecting the viewers of the television advertisement to the companies app, will capture potential customers during their peak interest and intent to consume.

    The magnitude that instant interaction and information access have on the willingness to consume, is enforced by the low costs associated with set up and maintenance.

    Projecting your companies brand and image online is a powerful tool. Being consistent across all platforms while maintaining interactive and instant content is crucial, as neglecting to update, respond and refresh the information may have an adverse effect when digitally promoting your companies image. Delegating mobile marketing maintenance duties is an essential component to successfully implement the strategy.


    Considering options such as an online chat and encouragement of review, are all options to build brand appeal.

    Automotive opportunities in New Zealand


    Are we doing enough to promote careers in the automotive industry?

    With a range of skill shortages in New Zealand and long term competition from other industry’s for talent / recruitment. As an industry can we do more to promote the idea of a career in the automotive industry?

    There are great people in the industry from apprentice technicians through to highly experience skilled senior staff. I myself had the benefit of learning a lot in the industry from my Grandfather Viv.

    A career in the automotive industry can mean a lot of things including a great range of learning experiences, meeting great people and also has its fair share of challenges too all of which are exciting.

    Is there an opportunity to create an industry website highlighting the opportunities and career options for those looking to enter the industry in New Zealand whether they be from another industry or just out of education.

    This would cover all areas of the automotive industry like sales, parts, management not just mechanical.

    It’s a great industry with great people and we can do more to promote it.



    Joel Anngow

    First-mover advantage – Automotive

    What does it mean to have first mover advantage in automotive?

    First mover can be defined as

    In marketing strategy, firstmover advantage, or FMA, is the advantage gained by the initial (“first-moving”) significant occupant of a market segment. It may be also referred to as Technological Leadership.

    When it comes to digital and automotive there is a real advantage to taking new ideas and incorporating them into your digital strategy. Even minor enhancements can bring great advantage.

    1.   You are seen by the customer as being innovative and understanding of how they wish to do business.

    2.   You get the benefits of the advantage in real world terms. Increased sales , larger profile

    3.   Competitors can be slow to react meaning you have time to put your advantage to good use. This is especially so if your advantage is more process driven.

    Here at Anngow Marketing we have a range of new ideas to put you in a first mover advantage for automotive. Our ideas aren’t put out for the world to see and take advantage of they are put directly to our clients only.

    Contact Joel Anngow on 0272079032

    How can the industry recruit well for the future? With demand for skilled staff more important than ever there is a need in the automotive industry to bring more people into dealerships with a wider range of skills than may have been required previously. This presents a challenge however as these skills intersect with other industry’s demands for skilled staff.

    A few questions’ is the industry doing enough to recruit and engage with the next generation of employees the gen Y’s and so on?

    The skills required at dealership level are very different to what has been required in the past with increasing requirements in a digital world.

    However some key values remain important regardless

    1.   Providing great customer service

    2.   Enthusiasm

    3.   Passion

    4.   Engagement

    5.   Work ethic

    While looking to employ staff I have seen various job listings

    I believe the industry may in the future have a shortage of relevantly skilled staff and in particular how it relates to digital in the automotive environment.

    Experience should be valued above everything. Whilst qualifications are important it is experience that drives innovation , improvement and the 5 key values above the most. Don’t be afraid to offer appropriate training to entry level staff or existing staff as well to up skill staff for the long term.

    Are your company values as stated real or just lip service?

    If a customer is to expect certain service and you fall short of that you risk your long term customer retention and vehicle sales and after sales profit down the track. You may think your dealership maybe at a certain level of customer service however are you blinding yourself to working towards real improvement?

    The same goes for staff if you seek quality’s like talented , ambitious etc but when the new recruit enters the business and finds those qualities are looked down upon then they will ether adjust by not showing those quality’s at all or eventually leave and that doesn’t help business long term.

    I believe 2017 is a good year for dealerships to look at the skills they require for the long term and have a serious look at how to attract those skills and also look to up – skill existing staff more in key areas.

    If you are looking to recruit for the future and understand where the world is really going then feel free to contact me for any advice or ideas. If you keep with the generic job ads the free market will no doubt show what’s important in the future and you will have to rapidly adjust.

    Anngow Marketing offer a range of options to help with recruitment.



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    About Anngow Automotive Marketing

    Joel Anngow brings extensive experience of all the key components of digital marketing. Joel’s previous experiences as a vehicle salesperson and his very early application of dealership digital marketing has enabled him to fine tune all the essential digital tools to maximise and increase potential buyer traffic from all internet sources.Joel has experience in all departments of a franchise dealership in Dunedin. A background in all areas of franchise dealership operations. Anngow Marketing was started in 2007 and has been operating for 10 years.

    Joel Anngow has consulted in other markets including Australia , Japan and the US. Anngow Marketing Dunedin welcome's working with car dealerships and automotive distributors throughout the automotive industry. Read about our Automotive Training website Dealer First.

    Joel Anngow on Twitter