By Jordan Weiss
Recently in the parking industry, there’s been a surge of interest and investment in a specific revenue-generating function — marketing.
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“Good products sell themselves” just isn’t an accurate sentiment anymore. There’s more competition entering the market every day, which makes it harder than ever to gain awareness and communicate differentiation.
Companies are increasingly seeing the benefits of building a marketing engine to power brand leadership and affect the bottom line.
Clear positioning, competitive differentiation, and consistent branding are critical components to help businesses rise above the noise.
Subsequently, strategic marketers operating at the intersection of product, sales, operations, and customer success are being endowed with the budgets and executive endorsement to drive successful go-to-market strategies.
After all, the marketer’s aptitude for interdepartmental collaboration is unmatched!
As creative and collaborative partners, marketers build high-activation brands, incentivize customers to act, and deliver in-depth reporting to optimize the entire organization's performance.
Today, in parking, it’s the perfect time and place for mobilizing “parketing” professionals to connect, collaborate, and, most importantly, advocate for our essential function of powering growth in the parking and urban mobility sectors.
Introducing the Parketing Collective
Great name, right? We are an open collective of parking marketers — or “parketers” — who are passionate about driving the industry forward through strategy, technology, demand generation, partnerships, and more.
The Parketing Collective (TPC) is the industry’s first community for identifying, spotlighting, and celebrating the diverse experiences, perspectives, and expertise of parking professionals who live and breathe marketing.
We believe that every role within your organization is in some way a marketer, so the collective is open to all “parketers” and the “parketing curious.”
If you’re looking to build or grow your marketing team, foster deeper alignment between marketing and other departments, boost your personal brand, or learn more about opportunities for marketing in the parking industry today, TPC is for you!
Monthly tips and tricks to grow your brand leadership
We’re excited to announce that we’ll be bringing you each month in Parking Today a curated collection of tips and tricks sourced from experts in our community.
Each month, we’ll address topics such as how to:
• craft a scalable, authentic, compelling brand
• measure the effect of marketing campaigns
• build product messaging that everyone understands and uses
• assess the competitive landscape and create differentiation
• set up and manage your sales and marketing toolkit
• secure and leverage thought leadership opportunities
• understand which mix of marketing tactics is right for your audience
• evaluate marketing tools and make smart investments
• build or grow your marketing team
The Parketing Collective is more than just a source of information; it's a resource for growth. You can learn more by visiting parketingcollective.org or following “Parketing Collective” on LinkedIn. There you’ll find links to sign up for the community, decks for each monthly meeting, useful resources, and announcements from TPC members.
If you have questions or ideas, you can email hello@parketingcollective.org to reach us. Stay tuned each month to learn how to make parketing magic!
Jordan Weiss is a vice president and head of marketing at Umojo and a key contributing member of the Parketing Collective. He can be reached at jweiss@umojo.com, and the collective can be reached at hello@parketingcollective.org.
