Former Harley-Davidson Director Of Communications Shares Secrets Of Successful Marketing At RetailNOW 2015
Marketing can be a challenge for retail IT VARs — you may often come to the conclusion your efforts aren’t producing the results you need. At RetailNOW 2015, keynote speaker Ken Schmidt challenged VARs attending the Retail Solutions Providers Association (RSPA) event to consider getting those results by looking at marketing from a different perspective.
Schmidt, the former director of communications for Harley-Davidson Motor Company, used his expertise in corporate positioning and media relations to help the company restore its image in the late 1980s and create demand for Harley-Davidson motorcycles. In 1990, Schmidt became director of Harley-Davidson’s corporate and financial communications and often shared his insights with network news and business media on nontraditional communications, customer attraction, and brand building. He left Harley-Davidson in 1997 to take an ownership position with VSA Partners, a world-renowned marketing firm based in Chicago, before starting Ken Schmidt Company in 1999.
Schmidt’s presentation at RetailNOW on Aug. 4 included the following insights and advice:
- You shouldn’t consider marketing as a job or a task — it is a business strategy.
- Consider who your clients are and what are they saying about you. If there is a disconnect between what they say and what you would say about yourself, there’s something wrong with your strategy.
- Do you know what happens when you meet customer expectations? Nothing. You want to exceed expectations — then those more-than-satisfied customers will tell other people about you. That’s the basis of customer loyalty. Schmidt pointed out that “no story” means “no demand.” Don’t just have customers. Create disciples.
- In a commoditized market, you can’t be competitive only by having a good product and focusing on its features. You have to sell an experience.
- If you can’t describe your business and your products and services in language that none of your competitors use, Schmidt says you don’t have a clear picture of how customers and prospects see you. Furthermore, by using the same language as all of your competitors, you are contributing to the commoditization of your industry.
- You need to be a student of human behavior: Understand your clients, what they want, and why they would pay for the unique services and experiences you offer.
- Visible passion is magnetically attractive and instantly mimicked. Humans want to be around people who enjoy what they are doing.
Schmidt’s presentation also provided insights about retail IT VARs’ role in helping their clients enhance their customers’ experiences. He said being able to speak to VARs on this topic contributed to his decision to speak at RetailNOW: “I'm a firm believer in the power of brick-and-mortar retail businesses because I know how important they are in building customer delight and loyalty and converting customers into passionately vocal advocates. Anyone influencing and improving retail customer experience interests me tremendously.”
Toshiba Global Commerce Solutions sponsored the RetailNOW keynote. “We are proud to partner with RSPA as a founding education sponsor and a long-time sponsor of the RetailNOW keynote address,” said Ted Clark, director of global channels for Toshiba Global Commerce Solutions. “The atmosphere at RetailNOW inspires attendees, who often compete, to leave their boxing gloves at the door and spend the week in collaborative, mentoring, learning, and thought-leadership discussions for the betterment of the point of sale ecosystem, which is so very important to the North American economy.”
Watch The Introduction To The Keynote
The Retail Solutions Providers Association (RSPA) Jam Band reunited for a performance of “Born to be Wild” before RetailNOW 2015 keynote speaker Ken Schmidt took the stage at RetailNOW 2015.
For more articles on RetailNOW 2015, August 2 to 5, 2015, at the Gaylord Palms Resort and Convention Center in Orlando, and the Retail Solutions Providers Association (RSPA), go to www.BSMinfo.com/solution/InsideRSPA.