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Automotive marketing involves using social media, selling benefits rather than features, and creating consistent, attractive, and believable ads. Social media allows for easy interaction with customers and prospects, while focusing on emotional benefits is more effective than stating characteristics. Advertisements should be consistent and fit the impression the business wants to create.
Marketing includes all communications, promotions and advertising activities used to introduce a product or service to potential customers. Automotive marketing refers to the marketing activity conducted by a company in the automotive industry. Tips for effective automotive marketing include using social media; creating campaigns that sell benefits rather than features; and creating effective and credible ads.
Social media marketing can be a powerful component of automotive marketing. Provides an easy way for customers and prospects to interact with a dealership or manufacturer. It also offers society an easy and cost-effective way to deliver information to large numbers of people at once. Individuals must opt to be part of a social media network which indicates that they already have some level of interest in the company. This offers an edge over traditional marketing methods, such as direct mail and print.
Another important aspect of automotive marketing is developing ads and sales pitches that communicate the benefits of a car rather than its features. For example, a potential customer is more likely to be influenced by the concept of safety for his or her family than whether a particular car has anti-lock breaks. Leather seats can translate into luxury or ease of cleaning, depending on the customer’s needs. Addressing those emotional needs and wants is probably more effective than simply stating characteristics.
For automotive marketing to be successful, the overall look and feel of a company’s advertisements, communications, and campaigns should be consistent. This means that well-known logos and symbols should be used, but it also means that fonts and other graphics should be similar between pieces. Language, such as a tagline or tagline, can also help build brand recognition, which leads to more effective marketing materials.
Advertising should be both attractive and believable. They should also fit the impression the business wants to create. For example, a used car dealer whose primary selling point is low prices will want to ensure that evidence of low prices is prominently displayed in their ads. A luxury car maker, on the other hand, will want to scale back the price and focus on brand comfort, style and exclusivity.
While both are valid approaches, reversing them would not be effective. Luxury car shoppers, for example, would likely be turned off by low prices displayed in large print. Price buyers, on the other hand, would perceive that they couldn’t afford a car presented as an upmarket model.
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