In today's fast-paced digital world, it can be challenging for car dealers to stand out and be memorable. The competition is fierce, and customers are bombarded with ads and marketing messages at every turn. So, how can car dealers create marketing that sticks in customers' minds?
Here are five expert tips to help you make your marketing campaigns more memorable and effective.
1. Be Unique and Memorable
Exposure and uniqueness are key factors in making a brand stick in a customer's mind. Car dealers should create marketing that stands out and makes a lasting impression. This could be achieved by using unique slogans, jingles, or ad formats different from what customers typically see in the market.
One of our dealer clients, Lange & Fetter Motors, recently launched a YouTube show (modelled after The Office) as a fun way to demonstrate the unique inner workings of their staff, dealership, and community.
2. Keep It Simple and Frequent
While uniqueness is important, frequency and simplicity are equally essential for creating memorable marketing campaigns. Customers are more likely to remember messages that are straightforward and repeated often. Therefore, car dealers should focus on creating ads that are easy to understand and memorable. Using catchy phrases, bright colours, or striking visuals can also help make your marketing more memorable.
3. Measure Your Campaign's Effectiveness
Measuring the effectiveness of your marketing campaigns is crucial for success. You must track your progress and see what works best for your target audience so that you can adapt your advertising and marketing as you learn more about your customers. Having clear goals and metrics in place is an important part of tracking success.
Many of our dealer partners struggle with knowing how to manage this data, which you can read more about in this article about the importance of owning your data—or visit our Director Of Demand Generation, Whit Norrad, at Canada’s Used Car Week in June to hear her speak on the topic.
4. Create Emotional Connections With Customers
"Gallup's own research has found that about 70% of decisions are based on emotional factors, and only 30% are based on rational factors." - Gallup
Creating emotional connections with customers is one of the most impactful ways to influence buying habits. For example, think about Superbowl Advertising and how many of the commercials played during the Superbowl make people laugh or cry. You want to try and invoke the same types of feelings in your advertising.
As a car dealer, you want your marketing to meet customers' needs and aspirations. Different audiences relate to other stories, and emotional connections can be created in various ways, such as how cars are merchandised and described in vehicle descriptions. It's not just about the product, price, or picture but about the emotional connection businesses can create with their audience.
Keep in mind things like how your customers will feel in their new car or when they do business with your dealership: safe and secure? excited? trusting? Find ways to show these feelings!
5. Be Consistent and Authentic
Creating a memorable brand requires consistency and authenticity. Customers will remember how they are treated more than facts about the brand itself, and modern shoppers are more aware of when brands are being inauthentic. Particularly in the age of social media, it's easier than ever to be caught in a web of lies or misdoings.
Focus on creating a consistent and truthful brand identity across all channels, from your website to your social media profiles to your in-store experience. Always make sure you're messaging is authentic and resonates with your audience.
Listen To The Full Conversation About Marketing Stickiness On The Dealer Playbook Podcast
Make Your Automotive Marketing Stick With Help From FlexDealer
Creating marketing that sticks in customers' minds is challenging. However, by following these expert tips, car dealers can produce unique, memorable, and effective campaigns. By being creative, keeping it simple, measuring your success, making emotional connections, and being consistent and authentic, you can create a memorable brand that stands out in today's competitive marketplace.
FlexDealer is ready to be your automotive marketing partner! If you have always wanted to explore marketing techniques that work, look no further than the team at FlexDealer. We can't wait to help your next campaign be as successful as possible: click below to send us a message, and one of our friendly team members will be in touch.