The Key to Creating Your Brand Identity Through Automotive Digital Marketing

1. May 19, 2017 The Key to Creating Your Brand Identity Through Automotive Digital Marketing Image 1Reasons to Understand Psychology for Automotive Digital Marketing Selling cars requires a deep understanding of your target market. In fact, you’d be hard-pressed to find an auto dealership that doesn’t want to get to know what car buyers look for when they shop around. After all, not only do cars have different features and benefits, but they appeal to different types of buyers as well. Understanding consumer psychology when it comes to cars can help you attract your prospects. This will help whether you engage in traditional print advertising or automotive digital marketing. P a g e 1 | 3

2. Tell Me About Your Car and I’ll Tell You Who You Are Today, cars aren’t just a mode of transportation. People also see them as an extension of their personality. For instance, people who prefer luxury vehicles tend to give more importance to social status, convenience, and efficiency. Off-road rides, on the other hand, are for the rugged and active car owners who prefer vehicles that can take them to their next adventure. As a dealership, it’s your responsibility to understand each type of car you’re offering and the type of customer it attracts. Once you get to this level of understanding, you can then highlight the personalities and characteristics of the cars you’re selling to grab the attention of these different types of consumers. Not only will this make your dealership more competitive, but you can also strengthen your relationship with your target market. Ideally, your goal is to make your prospect go: “Yes, this is the dealership that truly understands what I want.” Hierarchy of Needs Consumers have different reasons for shopping for a car. Some may be driven by emotions, while others by necessity. Whatever the reason is, it’s best to know the hierarchy of needs so that you can meet them. There are various needs and considerations, but there are major ones such as safety, performance, excitement, and emotional attachment. If a customer values safety the most, then you may want to highlight relevant features of a car such as the anti-lock braking system, rear view mirrors, backup cameras, traffic alerts, and sensors, among others. For customers with the intense need for speed, you may want to showcase vehicles with powerful engines. P a g e 2 | 3

3. What do your consumers want? What are their reasons for shopping for a new car? What excites them? These are the questions you may want to ask to figure out their needs and allow you to serve them better. Brand History Knowing the preferences of your consumers should help you in choosing your inventory. Experts believe that car buyers tend to lean toward vehicles with histories of reliability, credibility, and trustworthiness. Integrating these features with your marketing efforts will allow you to attract new buyers. You can show clients the various models’ heritage and history, which may include track record, core values, and longevity. With the tough competition in the automotive industry, creative marketing efforts will not bear fruit if they can’t reflect your ideal prospect’s thoughts and desires. It may be quite a challenge, but working with an experienced automotive digital marketing company well-versed in car buyer psychology will certainly give you an edge. About DealerRank: A leading automotive digital marketing company in the country, DealerRank is committed to propelling our clients to success. We have worked with top dealerships across the country, giving us enough experience and knowledge about the car industry. With our knowledge and experience, we can help you create an effective online marketing campaign tailored to your needs. Sources: Marketing Cars, Marketingschools.org Marketing Ideas for Selling Cars, Smallbusiness.chron.com P a g e 3 | 3