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Sales Leadership

Listening to the Customer at Garmin International

Bernie Borges interviews Carla Meyer, Head of Social Media at Garmin International, at the Integrated Marketing Summit in Kansas City. Carla shares the growth in their use of social to engage with customers to better understand their relationships.

Carla Meyer: Social Media Manager, Garmin

In this episode recorded on location at the Integrated Marketing Summit in Kansas City, I interviewed Carla Meyer. Carla is the Social Media Manager at Garmin International, the global leader in GPS navigation technology whose goal is to create navigation and communication devices that can enrich their customers’ lives. Garmin’s innovative products include automotive, aviation, marine, fitness, outdoor recreation and wireless applications.

The Leap from “Doing Social” to “Being Social”

As Carla shares in her interview, Garmin is in growth and transition mode. Over the past year, they have been using social for more customer interaction and engagement. She shares that Garmin is looking for long-term relationships with customers rather than just pushing out information to them via social.

Carla’s main business goal is to measure progress in understanding customer relationships and what those relationships look like long-term. She reveals how important it is to get the information that customers want to them in a timely manner. Segmented and targeted content is offered to the customer based on what they sign up for.

The Role of Content in Social

Content has taken on a larger role in social over the past year at Garmin. There is a mix of people providing content for Garmin from their marketing team to user-generated content from customers to social media ambassadors of Garmin’s different products.

Carla discusses the launch of their VIRB action camera that provides lots of user-generated content from customers. Customers share videos, capture moments in their lives and share them through VIRB. Carla and her social team get to see what customers really love by using Garmin’s products.

Catch the entire interview with Carla Meyer in the video above.

By Mario Martinez Jr.

Mario is the CEO and Founder of Vengreso. He spent 85 consecutive quarters in B2B Sales and Leadership. He is one of 20 sales influencers invited to appear in the Salesforce.com documentary film “The Story of Sales” launched in 2018.  He was also named 2019’s Top 10 Sales Influencers by The Modern Sales Magazine, 2018’s Top 25 Most Influential Inside Sales Professional and Selling Power Magazine’s 2018 Top Sales Training and Coaching Consultant.  Mario is the host of the popular The Modern Selling Podcast.

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