I launched a book about car finance last year for consumers and
small businesses. Now whilst early sales were very encouraging the
demands of my lease brokerage meant that the marketing of the book
was pretty much non existent last year so sales fell away. However,
I’m now back to marketing it again, but how do you market something
that you know everyone who buys a car should read but won’t be
arsed to spend the money to find out why?
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You see, the problem is that finance just isn’t sexy! Over the
years the industry has had the chance to correct this situation but
they get it wrong all the time.
Banking adverts have either a daft fat man taking the Mickey out
of customers or a bloke who can’t see beyond the end of his nose
without the aid of two bottle ends as spectacles. Ask the ladies if
these images are going to get them leaping to the phone to take out
a loan and they’ll tell you where to go.
Just look at that poor dear that appears on the Bank of
Scotland marketing with her hair either shaped like a road or a
factory, what’s that all about? Personally, Pamela Anderson in a
bikini with her hair all messed up flogging personal loans in a
motorway service station would work much better for me than a woman
walking around as though her hair was designed by a motorway
maintenance man!
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By GlobalDataAnd it doesn’t matter which sector you are working in, I
remember a few years ago as a member of the NACFB I went along to
an exhibition for commercial mortgage lenders and brokers, and
found a mass of people around one stand. Now at a finance
exhibition this normally means that they have just taken a fresh
batch of sausage rolls out of the oven or someone has found a
couple of dozen golf umbrellas to give away but no!
The attraction was a couple of delightful pole dancers on the
stand giving it their lot whilst sales staff were collecting leads
like they were going out of fashion. From men and women. Anyway the
girls had to stop following complaints to the organisers, not from
women but from men!
I spoke to the owner of the business after the event who said
that whilst he was disappointed, as of course I was, that he had
had to stop the women he had enough good leads to keep his entire
sales team busy for six months. And guess what each customer talked
about each time a member of his staff called?
For my part I’m going to record a small video introduction to my
website wearing just my Speedos whilst Rod croons away in the
background to Do You Think I’m Sexy? If that doesn’t get the orders
rolling in I just don’t know what will. Right, I’m off for a sunbed
before my video session.
Graham
Hill, chief executive, Graham
Hill Automotive Finance
