When I started at Flint Group, I noticed right away how different they were from any other marketing agency I had encountered. My background was in broadcasting and concert promotion, where I worked as the marketing manager for a local concert promoter. At my last job, I was responsible for marketing around 100 events per year across the United States. It was fast paced and taught me how to multitask efficiently, but every campaign had the same goal: Sell tickets.
Stepping into Flint Group was a completely new experience. The product was different and so were the goals. Here, I work with manufacturing dealers across North America, and every dealer is unique. Each one has its own goals, budgets, demographics, landscapes and products. What works for one dealer in a rural community in the Midwest might not be the right strategy for another dealer in a bustling urban center on the East Coast.
One of Flint Group’s mottos is that we are unapologetically client driven, and that mindset was clear from the moment I started. Instead of a one-size-fits-all approach, we dive deep into understanding each dealer’s individual challenges and craft personalized marketing strategies to help them succeed. In this blog, I want to take you behind the scenes and show how Flint Group brings these customized campaigns to life – from brainstorming to execution.
Dealer discovery: Understanding the unique needs of each dealer
Once we partner with a dealer, the first step is always a discovery call or Teams meeting. This is where we get to know the ins and outs of their business. We dig deeper into the specifics of their product offerings, customer base and even the local market dynamics that affect their sales. We also get to know the dealer as a person and understand their goals and hopes for their company.
One thing that became clear early on is that no two dealers are alike. While one dealer might be focused on promoting equipment, another could be concentrating on increasing their service department or parts sales. Each dealer’s marketing plan needs to reflect these nuances, and that’s where Flint Group excels.
We kick off the discovery phase with a lot of listening. I remember sitting down with a dealer in the Northeast who was very busy and didn’t have time to handle marketing themselves. After discussing their challenges, we realized they needed a marketing partner who understood their products and how to reach their audience.
It’s in these early conversations that we identify not only what the dealer thinks they need but also what they may not realize is holding them back. Whether it’s brand positioning, audience engagement or competitive pressures, we work together to uncover the key insights that shape the campaign strategy.
Custom strategy development: Tailoring campaigns for each dealer
Once we’ve gathered the insights, the next step is to develop a strategy that meets each dealer’s unique needs. No two campaigns are ever the same, and that’s what makes the work at Flint Group so interesting. Some dealers need a robust social media strategy to increase engagement, while others might require a focused lead generation campaign or even event marketing to boost in-person sales.
Our team collaborates to brainstorm and develop creative solutions that are custom tailored for each dealer. For instance, we might create a multi-channel approach that involves targeted social ads, engaging product videos and collateral for upcoming events to engage customers in person.
Creative execution: Bringing the campaign to life
With a clear strategy in place, the next step is execution. This is where all the ideas come together, and we begin crafting the materials that will bring the campaign to life – whether that’s designing graphics and video content or drafting and scheduling social media and email campaigns.
Our designers, writers and digital experts work together to ensure the campaign not only looks great but resonates with the dealer’s target audience. One of the biggest challenges is making sure each campaign reflects the unique identity of the dealer while also staying true to the overarching brand of the manufacturer they represent.
I love this part of the process because it’s where I get to see the hard work and creativity of our team in action. A great example is when we worked with a dealer that wanted to stand out at an upcoming industry trade show. The team developed trade materials to highlight the dealer’s already visually striking booth design. We incorporated paid and organic social media content and targeted customers leading up to the event. The end result was a buzz-worthy presence at the show and, best of all, increased sales for the dealer.
Throughout the entire execution process, we keep the dealer involved – getting their feedback, making adjustments and ensuring the end product felt right for them.
Launch and support: Ensuring campaign success
After all the creative elements are finalized, it’s time to launch the campaign. But our work doesn’t stop there. Once a campaign is live, we closely monitor its performance, gathering real-time data on how it’s being received by the target audience. This is crucial because even the best-laid plans sometimes need a bit of fine-tuning.
At Flint Group, we believe that ongoing support is just as important as the initial launch. We don’t simply hand off a campaign and walk away; we stay with our dealers, making adjustments as needed and ensuring they’re getting the most value from their marketing investment.
Celebrating success and looking forward
Every campaign we create at Flint Group is a collaboration – between us, our team and our dealers. By understanding their unique needs, crafting personalized strategies, and executing with care and precision, we help our dealers thrive in competitive markets. While the results speak for themselves, it’s the relationships we build with our dealers that make our work truly rewarding.
