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FleetFocus

All things fleet tracking – industry news and best practices


Why Rebrand?

Posted on 08/05/2011 by Ashley Jones  |  0 Comments

Being new to the GPS fleet tracking market and very new to marketing to Fleet Managers, I was faced with a series of decisions that  weren’t making themselves clear in terms of priority.  The old adage of ‘focus on the customer’ seemed to be the right mantra.  So we did.  Let’s double down on what’s working and cut back on what we can’t measure.  Obvious!  I suddenly felt very smart again.

However, the fleet management business and the underlying technology had a few surprises for me.  It was time to seek out a guru in the company to educate me, and quickly.  What I hadn’t fully grasped was how the technology, and associated key words, were intertwined. 

The GPS portion and wireless part were separate; stating the obvious here, but one got a signal and figured out where it was, the other sent it back to the application for processing.  What really caught me for a loop was our brand name and how people looking at this the first time interpreted our ads.

As CMO of Discrete Wireless, I often found myself explaining that we weren’t a cell phone company.  Our Google ad placements didn’t have the luxury of a 2 minute, live conversation, to explain that.  So, as we put more effort into what was working, PPC, the results deteriorated rapidly due to more people guessing that we were in the wireless business.

Moral of that story for me?  You have to focus on the customer and not the tactic.  And your brand name can hurt you in PPC/SEM.  GPS Fleet Tracking marketing strategies are a perfect example.  It’s a great time to be NexTraq!
 

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