If you love muscle cars, you know Detroit Speed. Synonymous with personalized builds, the Mooresville, North Carolina-based company helps customers create their dream car, whether that’s a drag racing Mustang, a cool classic C10 or an autocrossing Chevelle Malibu. Adding power, performance and style to an iconic model is part of what they’re famous for. But, equally important to Detroit Speed is an organic relationship with its customers.
When businesses began to shut down manufacturing due to COVID-19 shelter-in-place orders, Detroit Speed’s Alex Stivaletti and Jenna Lesar of Detroit Speed’s Marketing Department knew they wanted to reach out to their user base in a way that represented the company, which meant an approach that focused on organic engagement instead of sales. What resulted was “Taking a Break with Detroit Speed,” a unique combination of seminar and podcast that invites users to submit questions about products and services that are answered live by representatives from Detroit Speed, with the occasional special guest.
“We really brainstormed about how to connect with our users,” explained Lesar. “At the same time, we also needed a way to continue dealer training remotely. The technology to do both allowed us to broadcast this show to users.”
Detroit Speed’s team is no stranger to user outreach. In addition to the multiple ways the company shares knowledge and insight – install videos, a techline, FAQs, social media – they also maintain the BFG Garage, a mobile garage that provides free services at events and tracks. This rolling partnership with BF Goodrich could mean the difference between a successful track day and a disaster for someone who needs pressure adjustments, welds, or other unexpected services at an event.
The webcast is a natural extension of that. “Kyle (Tucker) has always been one to lend a helping hand, whether at an event or elsewhere,” says Lesar of Detroit Speed’s Owner and President. “Our mentality as a company is that we want to see you through the project from start to finish, building that long-term relationship.”
All of the episodes are hosted by Stivaletti, and featured Sales & Technical Engineer, Dan Oddy, and Fabricator, Matt Butts answering questions from users who submit questions via the registration link, although they can also submit during the broadcast as well. The registration aspect allows everyone to prepare the most thorough explanations. “We’ve been able to answer most of the questions right away,” says Stivaletti, “And to follow up on anything that needed a little more research.”
The program has proved so successful that they’re now on episode five, which will welcome special guest Jeff “Fuzzy” Horton, General Manager of GearFX Driveline. “When I posted a thank you on our Facebook the other day, we got a number of responses thanking us for the program,” says Stivaletti.
Now that many of Detroit Speed’s employees have returned to the North Carolina office, it’s possible that the format of the webcast may change, but Lesar and Stivaletti are eager to continue the spirit of the endeavor.
“We’re playing around with the timing and figuring out the best times and days for users. We do want to continue it when things open up more, whether it’s a pre-recorded podcast vs the current live iteration. We are looking at ways to integrate more special guests,” says Lesar.
Check out the next episode of “Taking a Break with Detroit Speed” this coming Friday, May 15 at 12:00 p.m. EST and click here to register your question: https://event.webinarjam.com/register/16/pyw43f9