I’m Your Marketing Mechanic


Working on Rosemary

I was raised in a home full of mechanics.

My grandfather, Les, was a tractor mechanic for Massey-Ferguson for 20+ years as well as a full time farmer.

I used to think we were rich (quite the opposite in fact) when I was little because we had so many tractors, combines, cars and machinery on the farm.

Little did I know that grandpa actually had a standing offer on every broken down machine that came into the dealership – $15. It didn’t matter if it ran or not, grandpa knew it had parts on it that he could use. The farm machinery graveyard right behind grandpa’s house was my playground.

My dad and two uncles were also mechanics and there was a Schindler Auto Body shop on the farm as well.

In kindergarten, I knew the difference between a 9/16 socket, 5/8 wrench and a pair of vice grips. I drained oil and aired tires.  I sanded fenders. I sorted and matched leftover nuts and bolts. Every day I swept the shop to earn a Dr. Pepper bottle from the frig.

I also learned that mechanics fix things. That’s how you measure their value.

So to me, a marketing mechanic is different than a consultant.

Consultants can help you figure out the problem. Consultants can give you advice.

But if you want the problem really fixed, the consultant will tell you what mechanic to call but they aren’t going to get their hands dirty. They need to go consult on another job.

So you end up calling the mechanic and he comes out. He sometimes verifies that what the consultant said was correct (sometimes the consultants don’t get it right) and then fixes it. Right there, right then.

You thank him for his time and then you hold on to his number.  Why, because you’ll call him first next time – what do you need a consultant for.

Everyone knows that it’s hard to find a good mechanic. When people find one, they are loyal to that mechanic. It’s easy to find a consultant.

So you can call me a marketing consultant if you want to because the industry doesn’t use a term like marketing mechanic. But I’m more than just a consultant.

I ran across this post on five skills every auto mechanic should have.  I think it works brilliantly on why I would prefer to be called a marketing mechanic than consultant.

1. Diagnostic Abilities:
Mechanics understand that they need to pinpoint where the problem is. They don’t replace the entire engine – they use the right diagnostic tools to analyze the engine and replace only the part that is broken. Much like that, I’m not going to come in and have you replace all of your communications if just your email marketing is broken. Good mechanics diagnose quickly and get you back on the road to success.

2. An array of integrated skills
Here they talk about understanding the entire car such as the electrical system, fuel system and the air conditioning system. Same here with a marketing mechanic. You need to be able to understand how the marketing communications system is working internally (like the social media team process and the direct mail system process – how are they connected). But you also need to be able to see the entire organization’s culture – how is marketing communications integrating with operations? If the systems are broken, the tactics will fail.

3. The Ability to Stay Prepared
I love how they say “the days of the uneducated grease monkey are over.” How true this is with marketing communications today. The entire world of communications has been transformed by digital and social media. You need someone who is staying on top of the latest technologies and how they can help or hurt your current marketing efforts. Just read my blog and you’ll see what I’m currently looking into and working on.

4. The Ability to Teach Others
I was stunned when I read this because it’s exactly how I feel about mechanics – I just didn’t think that mechanics actually acknowledge that they need to excellent teachers. And good mechanics are great teachers. Great mechanics show others what they learned and why it’s important. I teach and train others all the time on marketing communications and you need someone who is not only going to fix the problem but also show you how they fixed it so you don’t make the same mistake in the future.

5. Career Longevity
I’m a career marketer – granted I didn’t go to school to be a marketer in the traditional fashion (I have an English degree not a marketing degree) but I’ve been fascinated by marketing and communications, reading and writing, creating content for as long as I can remember. This lifelong passion benefits you because I’ve had my fill of mistakes and I can show you exactly how I wouldn’t make them again (I loved Flash early in my career – ouch).


Me and the wife

Who is Don Schindler?
A chameleon. I’ve been a bartender, bubblehead (submariner for you that don’t understand the Navy jargon), a news writer, a flash designer, a graphic artist, a copywriter, a customer service rep, a KFC employee of the month, a Rugby player (inside and outside center) and coach, a graduate student, a scholarship winner, a marketing director and digital marketing strategist at MediaSauce and a managing director for University Communications at the University of Notre Dame.

Currently, I’m the Senior Vice President of Digital Initiatives for Dairy Management, Inc. But what really matters to me is that I’m a Christian, a husband, and a father of three. And when I’m on my deathbed, the latter is what matters. But all the stuff I did before really, really helps me do the best job for you. And I just thought it was all a bunch of random crap that just kept happening to me.
  • Kolbe Results (what is the kolbe?)

  • My Creative Release is …

    Riding. Writing. Wrestling (with my kids).
  • When I was a kid I wanted to be a …

    motorcross champion or Stephen King.
  • I was forever scarred when . . .

    My mother was in a wedding and she left me with my grandmother. I don’t think I was two yet.
    Anyway, I was in one of those old metal strollers that babies can push by themselves. You know the kind they don’t recommend now because it screws up their walking skills. So grandma is getting ready for the wedding and she’s in the shower or bathroom or something and I’m rolling around in the kitchen and I see the basement door (you know what’s going to happen now, don’t you?).
    I roll over, grab the door handle and swing it wide. I look out over the expanse of space. The drop is beautiful. Look at all that space in the basement. Dartboard, wood for the furnace, a smooth concrete floor in which to roll without floor transitions.
    A playground of forbidden delights. Can you imagine the horror of her hearing the thump, bump, bang, smash of my stroller going down those wooden basement steps? Can you see her running out of the bathroom, half-dressed to see the stroller upside down, wheels spinning, and me unconscious on the cold concrete floor. Needless to say, I’m still here and have a lovely scar on the center of my forehead.
    They tried to keep the “secret” from my mother but she found out at the end of the wedding. When grandma and I didn’t show up, she caught on that something was wrong.
    You can see the agony in her face in those after wedding photos. I don’t know who was scarred more that day. My head, my mother or my grandma. At least, it was a family scar I could share with the people I love.
  • Recommended Film(s)

    The Passion of the Christ – Tommy Boy – The Wild One (or anything with motorcycles in it)
  • Words to live by …

    John 15:9-17 “As the Father has loved me, so have I loved you. Now remain in my love. If you obey my commands, you will remain in my love, just as I have obeyed my Father’s commands and remain in his love. I have told you this so that my joy may be in you and that your joy may be complete. My command is this: Love each other as I have loved you. Greater love has no one than this, that he lay down his life for his friends. You are my friends if you do what I command. I no longer call you servants, because a servant does not know his master’s business. Instead, I have called you friends, for everything that I learned from my Father I have made known to you. You did not choose me, but I chose you and appointed you to go and bear fruit—fruit that will last. Then the Father will give you whatever you ask in my name. This is my command: Love each other.”
  • http://www.bremenbraves.com wood floor sanding

    Greetings! I know this is somewhat off topic but
    I was wondering which blog platform are you using for this website?
    I’m getting fed up of WordPress because I’ve had problems with hackers and I’m looking at alternatives for another platform.
    I would be great if you could point me in the direction of a good platform.

    • http://donschindler.com Don Schindler

      Loretta, I’m a huge wordpress fan so I don’t know if I would be great to ask about this. Why not look into blogspot?

  • http://corpseo.com.au corporate Seo

    Whoa! This blog loooks just like my old one!
    It’s on a completely different topic but
    iit has pretty much the same layoutt and design. Outstanding choice of colors!