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IARA’s Advancements on the Media Front – Remarketing


IARA Marketing Committee Co-Chairs Jeff Bescher and Kim Glasscock lead the efforts of the IARA Marketing Committee, established in 2020. - Photo: IARA

IARA Marketing Committee Co-Chairs Jeff Bescher and Kim Glasscock lead the efforts of the IARA Marketing Committee, established in 2020.

Photo: IARA

No organization can thrive without a consistent and coherent messaging game plan.

The International Automotive Remarketing Alliance has combined and produced across all media platforms over the past 5 years, expanding the organization’s professional reach across the remarketing industry.

Marketing

As IARA’s newest committee to be established in 2020, the Marketing Committee has made its mark with a monthly Voice e-newsletter distributed to members and other means of communication connecting and informing customers. audience of IARA. Chairman Jeff Bescher and events and marketing coordinator Kim Glasscock co-chaired the committee.

“Obviously there is too much information that we want to share,” said Bescher. “We started planning virtual conferences and seminars and needed to align with public relations, social media and marketing. We said ‘let’s put together a committee so people can talk to each other and know what we’re doing. “We have included everyone involved in providing information to members.”

The Voice offers a variety of content, including messages from the president and executives, committee updates and events, promotional announcements, and comments from IARA members. The committee aims to make it more responsive and interactive as The Voice gains traction.

“Don’t forget to share your feedback on this newsletter with us so we can continue to provide the most relevant information to everyone,” Bescher writes in the August 2021 issue. “Continue to monitor the space. here for all pertinent information regarding IARA and the industry as a whole.”

Most importantly, the Marketing Committee can continually demonstrate and emphasize the value of being an IARA member, says Bescher.

Upcoming will be marketing and announcements for IARA meetings and events at the Automotive Remarketing Conference, to be held March 22-24, 2022 at Caesars Palace in Las Vegas.

Social Media Committee Co-Chairs Vick and Kuzmenko Katie Rushing-Polk.  - Photo: IARA

Social Media Committee Co-Chairs Vick and Kuzmenko Katie Rushing-Polk.

Photo: IARA

Social media

Five years ago in October, IARA established the Social Media Committee, which was created to streamline IARA’s social media presence to spread news and developments about the alliance while interacting. directly with colleagues and followers.

The IARA board of directors and chief executive officer Tony Long decided an online presence needed its own committee. Initially, social media was handled by the Technology Commission, an agency designed to explore current and new technologies that can be applied to the remarketing industry. IARA created the first Facebook and LinkedIn pages in 2009 and opened a Twitter account in 2016.

The LinkedIn, Twitter, and Facebook accounts, including the public and members-only pages, regularly post news and information from other IARA committees, promoting the annual IARA Summer Roundtable , which provides agendas and affiliations to conference registrants and advocates for the Certified Automotive Remarketing Program (CAR).

Southeast Auto Auction’s Katie Rushing-Polk and PRA Logistics’ Vick Kuzmenko are co-chairs of the committee, and serve alongside Liquid Motors committee members Cynthia Meyer; Scot Ford of Auction Edge; Zach Leve of RPM Cargo Systems; Stacey Petras of GM Financial; and Cassie Fennell of Design Works.

“The goal was to gain a social media presence and show what IARA does, how it benefits members and what it can do for non-members,” Rushing-Polk said. “We want to showcase what our committees are working on.”

So far, the results seem encouraging: LinkedIn followers increased from 437 in June 2020 to 769 in August 2021. On Facebook, followers increased 177 in June of this year. 2020 to 201 in August 2021.

The committee meets every two weeks to discuss developments within the organization.

Rushing said one of the committee’s goals was to integrate social media into a brand new IARA website. Its goal is to gain 1,000 overall social media followers by the next Summer Roundtable in Nashville, Tenn., in August 2022.

Press & PR

No media menu would be complete without an expert who can get other organizations and media outlets interested in IARA – and write about it. That role was filled by Automotive Fleet magazine publisher and editor Mike Antich, who was also IARA Secretary.

Antich, who joined IARA at the time of its founding, was able to leverage its fleet sector relationships accumulated from over 35 years of covering and participating in the automotive fleet industry in Bobit.

An experienced writer, Antich has reported on almost every aspect of fleet operations for decades and has provided his expertise and insights to the IARA board. . ■

Note: This article appeared in IARA’s 20th Anniversary Issue published in November 2021.

Originally posted on Vehicle Remarketing

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