Buying a vehicle is a major event in a person’s life, and their buying experience should reflect the celebration of that moment. This kind of personal interaction with a brand can make or break the customer’s confidence, and with the current rate of competition in the automotive industry, customer loyalty is key.
Placing personal experiences at the forefront of marketing is the new trend among automotive advertising agencies. Creating a brand experience, rather than pushing a specific vehicle, can go a long way in influencing a customer’s final selection when buying a car.
Experience-oriented marketing can range from a pleasant personal interaction at the showroom, to driving experiences, and even the latest trends in augmented reality. As we recover from the pandemic, with digital fatigue setting in after months of virtual-only interaction, in-person experiences are likely to become the new premium.
Selling a lifestyle.
Most people imagine a car as a part of their aspirational lifestyle. It is both exhilarating and anxiety-inducing for a customer who has to choose between practical and premium. The conventional method of explaining features versus providing customers with a taste of their potential future will determine whether you are selling a vehicle as a mode of transportation or selling an entire lifestyle.
Initially, showrooms and auto shows functioned like museums; customers were allowed to look but not touch the exhibits. Experiential marketing has revolutionized automotive marketing services. Now, several brands encourage their customers to test their product on the track and experience what the vehicle, and driver, can do when pushed to the limits. The expectation is that the brand experience will stay with the customer, especially when looking to purchase a new vehicle.
Prior to COVID, several auto shows saw brands exploring the latest VR and AR technology possibilities to create an immersive experience for customers, and the tech may make a return post-pandemic. Additional on-site test drives for off-road brands and electric vehicles also proved to be attention-getting.
Several automotive brands are going above and beyond to create exciting experiences for their customers. It’s time to ask yourself if you’re doing everything you can to sell not just a car, but a lifestyle.
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RITTA is an award-winning advertising agency. We have a proven track record in digital marketing and print for the automotive industry, most notably for BMW of North America. Contact us today for a free marketing consultation.
