Consumers are demanding authenticity from companies, but the automotive industry falls into the ‘me’ marketing approach all too often. Dealerships offer what they do for the buyer and rarely what the customer should expect when they enter into their showroom. In today’s digital world, your customers browse websites and social media platforms to understand what they can expect when walking into a showroom. Are you setting your customer’s expectations on these platforms?
During the COVID-19 pandemic, automotive buyers are looking for brands to be authentic, empathetic and reasonable when considering their needs and accessibility. Now more than ever, a clear expectation of experience needs to be set for anyone looking for a vehicle.
Focus on telling your story and give promotions a back seat in your marketing strategy. Here are some ideas to get started:
The age-old saying still rings true. Dealerships can advertise virtual test drives, car deliveries and online shopping every day. However, until your marketing strategy publicizes these events happening, potential buyers will be unsure of the new customer experience and may move on to the next dealership who conveys their customer experience better.