How your service department can learn from an Italian restaurant
Liz Walz, Editor-in-Chief
April 25, 2012
Filed under Liz Walz
I subscribe to Chris Brogan’s blog, and the most recent one I received talked about a YouTube video created by Bertucci’s, an Italian restaurant. I wanted to share it with you because I think there are implications for our industry.
In the video, one of Bertucci’s chef’s shows the viewer how to refrigerate and chop herbs in their own kitchen. As Brogan points out, the intention behind the video is to demonstrate that the restaurant has expert chefs who are real, likeable people.
It’s an example of content marketing, which allows those who employ it to share useful information with the viewer while also getting across their marketing message. It can be very powerful, and is a tool marine businesses can and should use more often.
The first application that jumps to mind for this is a dealership’s service department. By teaching customers and prospects how to conduct basic maintenance on their boat, you not only provide added value to customers, but you also establish your technicians as knowledgeable and keep your dealership brand top of mind.
However, dealerships aren’t the only ones who can benefit from content marketing. If I’m a manufacturer, showing owners of my products how to use them successfully – whether that’s how to pull a skier or how to clean the upholstery – is going to increase their engagement with my brand. And the more engaged customers are with your brand, the more likely they are to return to it time and time again.