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Car Crash Marketing: An ROI Perspective

Written by Tom Ross on 01 Jul 14
Car Crash Marketing: An ROI Perspective

Account Manager Tom Ross demonstrates how you really do get what you pay for!

I was recently in the market for a new car and have was looking at the seemingly infinite number of choices on offer. It’s a heavily saturated market and I originally had no idea where to begin. What type of car did I want? What will I be using the car for? What’s my budget? Why does a white car always seem naff? Just some of the questions I had been asking myself!

Understanding the various pros and cons

One of the first cars I first considered appeared to be a bargain at under £10,000. I knew that I’d be making repeated long journeys – I commute between the 4MAT London and Manchester offices frequently and am always travelling to meet clients. So, knowing that I'd need something reliable, I did some research into the car’s reliability.

Oh dear.

Lesson 1: You get what you pay for

The internet was full of reviews complaining of reliability issues with the engine, the brakes, the gearbox… you name it, this car was hopeless. One of my past cars broke down on the motorway and it’s not something I ever want happening again! If I were to start missing client meetings due to an unreliable car, the financial ramifications would add up. The losses incurred, both in car repair costs and in a business sense, would start to make the car a lot more expensive than it originally cost.

Lesson 2: You need to get every aspect right

The car I looked at (I'm not saying which!) was quite attractive on the outside, but when I took a closer look at it at a car dealership, there were a whole host of niggling issues. The dials on the dashboard were flimsy, the Bluetooth couldn’t pick up my phone, the steering wheel had a lot of give… the whole thing just didn’t feel right. For something that I would not only be using myself, but showing other people, I didn’t want the poor quality to reflect on myself.

What did I end up doing?

I made the decision that quality always wins – I was happy to spend more on something that really will benefit me in the long run. And that goes for my strategy at work too – there’s no point investing in something that doesn’t offer me the service I actually want. It makes perfect sense to spend more money on a product or service that will really get the job done, delights both myself and others and is created by people who have the real expertise needed to give me what’s required to succeed. It’s a concept that I firmly believe in and is something that, by no coincidence, 4MAT believes in too. Quality is at the heart of everything we do here – reflected by our consistently high client satisfaction rates and great end products.

If you’re looking to rebrand your recruitment website, get in touch with me and I’ll be happy to have a chat. Or even if you've recently been looking for a new car, let’s have a collective rant!

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