By Tiffany Gabriel
The not-so-secret secret of marketing: Every moment of the day can be content.
The influencers figured it out. Everything they do is sharable. Why? Because they shape how it all feels, looks, and is experienced.
I’m an Alo, Pilates, matcha girl. I love tossing on a matching set, going to my 6:00 a.m. class, and treating myself to a $12 matcha after. Individually? None of that is overly exciting. But together, it’s a vibe. It’s a perfect Saturday morning routine I’m definitely posting about.
That’s the difference: It’s not about the thing itself. It’s about the story around it.
So, here’s the question: Is parking boring or has it not been made worth sharing (yet)?
Hook your customers
Influencers know that the first three seconds (and that’s generous) of their video determines if someone scrolls or stays. First impressions are worth obsessing over…and parking operators should take note.
For operators, the entrance is the hook: clear signage, quick entry, and easy wayfinding.
Customers may not remember the name of the garage they parked in, but they’ll remember how easy it was to find the garage and how safe they felt leaving their car there.
Sell the story, not the space
The parking spot itself isn’t what operators need to be marketing; it’s the experience around it.
In all honesty, customers care less about “daily max rates” and more about getting to their date on time or catching their flight.
I never remember what floor I parked on, but I do remember the details like how easy it was to park without making a 3-point turn to get into the space or how safe I felt taking the stairs.
Details like a well-lit mirror near the elevator (people will use it), subtle branding, a free matcha station (just kidding, but you’d have my business for sure), and clean stairways all show that the operator was intentional and truly cares about its customers’ experiences.
Create content with personality
Influencers succeed because they feel like a friend. Believe it or not, parking operators can do this, too! It starts with ditching overly technical messaging, speaking the way people actually talk, and building a real brand personality.
Something to think about: You have “personas” for your customers, but do you have one for your brand and/or company?
Let’s take Southwest Airlines as an example: From their flight attendants’ playful variations of announcements to the branding on their napkins, they make their brand feel friendly. As a result, customers
pay attention.
Once a company has a personality, it becomes relatable and real. Don’t be afraid to give your brand a little life (or even its own name!).
Inspire moments worth sharing
Parking operators have more opportunities to create memorable moments than they probably realize.
It’s no secret that user-generated content (UGC) performs and strengthens brands. Here’s some even better news: Parking operators don’t even have to produce it. Their part is simply reposting and engaging with customers, strengthening their connections, and building their community.
These moments can be simple as a sign with a fun message and your social media handle at the bottom. If I were an operator, I’d use one of these:
• “Rate your parking skills 1-10 (be honest).”
• “Yay! You didn’t have to parallel park.”
• “It’s fine. It’s in the lines.”
Unexpected details like these can end up in someone’s story (literally). It’s the beauty of UGC turning everyday moments into marketing opportunities.
The big picture
Parking probably won’t be the reason that someone plans a date night or buys a ticket to a play, but it might be the reason they arrive in a good mood instead of a stressed one.
By thinking like an influencer, parking can become memorable enough to be a part of the story.
TIFFANY GABRIEL is a field marketing manager for Ocra. She can be reached at [email protected], while the collective can be reached at [email protected].
