News & Blog - Ideas

Refining your Automotive MARCOM Strategy for the New Year

By Katelyn Davis, Senior Manager and Lisa Lark, Director 

Before the hustle and bustle of the holiday season consume our lives, it’s a good time to review and reflect on your 2019 activations and set yourself up for success in 2020. Communications and marketing teams of all sizes can benefit from this exercise, as it provides the opportunity to enter the new year with the right tools and resources.

Here are a few things your team can do now to best prepare for the year ahead:

  1. Audit Your Assets and Update If Necessary
    Take some time to review your multimedia communications and marketing assets. Do you have everything you need for next year? When were product photos, executive headshots, and b-roll last updated? Organize the assets you have so they’re at top of mind when you start executing in 2020.
  2. Analyze Your Digital Footprint
    Spend some time reviewing your organization’s entire digital footprint. Take a look at your website and social media accounts, as well as search engine results associated with your search terms and other online mentions. Is the information you’re sharing online up to date and correct? How is your audience interacting with your organization? Are you being accurately represented online? Based on your findings, align your communications and marketing efforts for 2020 to better fit your organization’s strategic plan.
  3. Review Automotive Media Outlets’ Editorial Calendars and Create a Plan for 2020
    Typically publications—like Automotive News and Crain’s—share their upcoming year’s editorial calendar toward the end of each year. Understanding the editorial plan for major automotive outlets will help you be more successful in pitching and securing a story. Unless you have a newsworthy announcement, your organization will have more success in creating your own narrative and pitching it in line with the publications’ editorial plan. Knowing where you might find synergies will help you plan far in advance.
  4. Assess Media Contact List and Update Accordingly
    Having connections with the right media contact can make or break a pitch. Take some time to review your media contact list and ensure that your list is up to date. The success of your pitch lies with your ability to reach the appropriate contact at each publication, so be sure you’re sending connecting with the right people.
  5. Strategize for Next Year’s Signature Automotive Events
    With the movement of the North American International Auto Show from January to June, the automotive events calendar saw a major shift. As you get ready to wrap up for the year, make sure your team has identified the key events to attend in the first part of 2020 and is working on plans to execute. There are many great shows out there- make sure you’re doing your due diligence to align your event exhibits, sponsorships, and attendance with your organization’s strategic plan.
  6. Study Up on Industry Trends and Align Corporate Messaging
    Understanding industry trends and being able to work them into your communications strategy will yield more success for your organization in everything from pitching to social media. Current industry trends span a number of emerging technologies including CASE (connected, autonomous, shared, and electric) innovations and Industry 4.0 manufacturing. Whether your organization falls into traditional automotive or next-generation mobility, aligning your organization’s communications strategy to applicable trending topics will make your company and its products more relatable and will create a seamless plug into already newsworthy content.

Need help bringing expert insights into your communications plan?

At Lambert, we are a recognized leader in automotive and mobility communication and engagement. Whether you are opening a new facility, unveiling your latest technology, or establishing your brand, Lambert’s automotive and mobility team is here to provide you with impactful strategies designed to drive bottom-line results. Our knowledgeable team understands the ins and outs of the industry, its key players, and the media that covers it. Take a look at our case studies or contact us for a consultation today and make sure your organization is positioned to start 2020 off on the right foot.