“It’s fine, Christopher can do it.”
Those were the words of Potomac CEO, Manish Khatta, upon hearing that the opening keynote speaker for the second day of our conference had dropped out due to illness roughly 48 hours before they were set to take the stage.
Though Potomac had been hosting an annual event since 2012, this was the first year it had been elevated to true “conference” status, with the staging and production value to match.
Given the amount of work involved in producing the “Potomac REMIX Conference,” I had chosen not to speak, figuring I’d have enough to do keeping the event running as planned.
But, sure, I could pull this off in two days, from my hotel room, while overseeing setup.
I decided to use the “opportunity” to pitch an idea I’d been sitting on for years; an idea born from a problem I’d struggled with throughout my career: Financial advisor videos suck.
I say that less with judgement than from personal experience, having produced dozens of videos myself. They’re all the same, sitting around a conference table or in a fake interview setup, talking about being a fiduciary and how they care about…
Snooze fest.
I decided to use my last-minute spot on the conference stage to pitch my solution. To do that, I did what I often do when I can’t seem to crack the code: I looked outside the industry.
How are others solving for this?
If you think about it, popular shows such as “Diners, Drive-ins, and Dives” or “Comedians in Cars Getting Coffee” are, at their core, interview shows. It’s one cook or one comedian talking to one of their peers, but the videos are set up in visually interesting ways.
Embracing the visual medium by engaging the audience in visually appealing ways? What a concept!
“Triple D” is filled with food porn that makes your mouth water. “Comedians” isn’t a car show, but by the time you get to the interview, you’re so invested in what’s happening that you don’t realize you tuned in for what is essentially a personal chat.
So that’s what I asked the audience at Potomac’s REMIX Conference: Could the same approach work for financial advisors?
The Starting Point
My answer to that question began 30 years ago, the day I first operated a motor vehicle. I had traveled to Canada for my cousin’s wedding, where I was to be an usher, and the car my father had secured was on its very first rental.
So there I was in a grocery store parking lot, wearing a tuxedo behind the wheel of a brand-new Dodge Intrepid.
To an onlooker, it would have been adorable. As far as I was concerned, I was 007.
Cars have always been a fascination for me. Growing up, I remember looking at slides with my grandfather and being enamored with these steel behemoths dripping with chrome. I’d spend hours looking through car magazines and combing through the classifieds in the back.
I have been the embodiment of the “American Love Affair with the Automobile.” Many will be quick to point out that the concept is a myth designed to sell cars. As a marketer, all I can say is, “Good job.” It worked — on millions, and on me.
However, I have noticed a trend as of late: fewer and fewer people seem to care. When I do have conversations with people about cars, it’s usually about technology integration, self-driving, Uber and robotaxis, and the slow but inevitable march towards an all-electric fleet.
These things are not inherently bad to a car enthusiast, but the point of the conversation has shifted. Cars have become a utility item. Their features listed the same as you would for a wifi-enabled dishwasher, and inspiring a similar level of romance.
It would seem, then, that choosing now to launch an entity like our show “Who Are You?” was a really, really dumb idea. If people don’t care about cars anymore, maybe they aren’t the best choice for “visual appeal” of the show.
And yet, the response speaks volumes. It’s the most watched thing Potamac has ever done, with at least one episode surpassing 100k views on YouTube.
So what gives? Have we uncovered something that the entire automotive industry has missed? Is it because cars that inspire drive engagement? Unlikely. I mean, we did do an episode with a Cybertruck.
Maybe it’s just a good show.
Crossing the Finish Line
Why did I sit on this idea for so long? Because it seemed incredibly self-serving. It is all the things I love rolled into one: cars, travel, and connecting with advisors. Given the opportunity, I decided to go for it, and the results speak volumes.
The lesson here is this: Don’t be afraid to infuse your personal interests with your marketing, no matter how counter they may run to the mainstream.
Too many people approach marketing with a goal to appeal to as many people as possible with every effort. It seems smart and safe in an industry that strives to be smart and safe. Yet it yields bland, boring marketing with as much romance as a dishwasher.
When you try to appeal to everyone, you end up appealing to no one. And nobody takes action because nobody is inspired.
But when you take something you’re passionate about (cars, travel, sports, wine, parenthood, shredding paper — hey I’ve seen it done) and infuse it into your marketing, that passion seeps through and people take notice.
That has certainly been the case with our show. We got a hit by looking outside the industry and creating something so infused with passion that you can’t help but be drawn in. You can, too.
This, of course, shouldn’t be your only marketing strategy, but it should be part of your marketing strategy. One of the lessons we continue to learn at Potomac is that people follow people more than they follow brands. So, we’ve infused our brand with a lot of personality. Something we preach can be carefully, but effectively, done.
The concept of marketing has become dominated by data. People are more interested in the tools, KPIs, and ability to measure ROI than the actual campaign itself. Those things are important, but if you’re not leading with creative ideas to capture attention and get eyes on your brand, you’ll never have anything meaningful to measure.
So try it. Host a wine tasting. Have an event at a minor league baseball game. Throw a paper shredding party. Make hilarious video shorts about how hard it is to be a parent. See what happens.
I know my love of cars and YouTube Channel are not the spark of a new American love affair with automobiles. Times are changing and I’m becoming a relic.
But I’m using it to my advantage. I encourage you to do the same.
This article is being provided for informational purposes only and is not intended to be relied on as investment advice, does not constitute a recommendation of any investment or strategy or an inducement to buy or sell securities. The opinions expressed herein are those of the author and do not necessary reflect the opinion of TradePMR. Any opinions expressed are subject to change without notice. There is no guarantee that any forecast implied will come to fruition. Past performance is no guarantee of future results. Any reliance on the information is done solely at the discretion of the reader. Investing involves risks and the possibility of losing principal. TradePMR does not provide investment, tax or legal advice. Potomac and its employees are not affiliated with TradePMR. No compensation was paid to the author for this article. This article reflects this author's experience. Your experience may vary.
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