TV Analytics

How to increase brand awareness for your car dealership

Written by Brett Stephenson
Nov 29

What makes one person buy a Toyota, and another swear by BMW? I’ll tell you: brand awareness. After all, if someone has never heard of your store, it’s unrealistic to expect them to walk through the doors ready to buy. To help you amplify your brand’s presence among your target market, we’ve put together six ways that you can grow your brand awareness and reap the rewards as a result.

Emphasise the benefits your target market values most

To gain your target market’s attention, you need to highlight the features or benefits of your offering that resonate with them the most. What the majority of automobile retailers fail to take into account, however, is that what resonates with one generation, won’t necessary be relevant to another. Among Baby Boomers, this factor is cost, yet almost every single automotive advertising campaign harps on about brand new features like more robust airbags, off-road performance or solar-powered seat warmers.

The thing is, these bells and whistles play only a small part in swaying this type of customer to make a purchase. Millennials, on the other hand, value sustainability and energy efficiency. The key lesson here? If you want to increase brand awareness, you need to showcase your product in the right light according to the audience at hand.

Make sure your website is mobile-friendly

Few things are as irritating as trying to navigate a website that’s not optimised for mobile. By neglecting to optimise your website for mobile browsing, you inadvertently turn potential customers off your brand. Your website needs to be as user-friendly as possible, and for mobile, this means a simple, clean design, an easily navigable menu and auto-adjustment of the page to the screen. A fully optimised mobile website isn’t merely a duplication of your desktop version – the best mobile sites typically have less content, a more simplistic layout and simplified features compared to their traditional counterpart.

Customer experience is key to brand awareness, and if a broken, difficult-to-use mobile site is someone’s first interaction with your brand, there’s little chance of them walking into your store and asking for a test drive.

Go out of your way to provide additional value to your customer

The majority of brands think they’re giving their customers everything they need to make an informed purchase, yet the reality is often starkly different. Identify the ways that you can aid potential customers in their quest to find the perfect car that goes beyond the standard test drive. In addition to information about the various models on offer, you could create a customisable online tool that allows customers to enter their daily commute, their price range, and their non-negotiables (like a van that can seat five) and then calculate the fuel and maintenance costs of each model.

Alternatively, you could offer promotional items or deals, such as an extended warranty, a complimentary service plan or add-ons like power steering or a sound system at a reduced rate.  

Leverage the power of email marketing

Email marketing trumps any other digital marketing method – providing a massive 3800% ROI, says Campaign Monitor. When executed in the right way, email marketing can be a powerful means of augmenting brand awareness. What do I mean by ‘the right way’? As I mentioned earlier on, the information that you provide to your customers, and the way you address them has to be relevant to the recipient. A customer who buys a luxury sedan every five years, for example, probably isn’t all that interested in a flash-sale of previously-owned 4x4s.

Use social media for lead generation

Social media isn’t just good for procrastination – it has tangible benefits for growing brand awareness too. As this Complete Business Online article points out, many car dealerships tend to leave any social media marketing to the brands they stock. In doing so, they’re missing out. Before you tweet your deal of the week, remember that social media is not the place to convert followers into sales. Instead, it’s a platform where you can grow brand awareness, get people to interact with your online presence and hopefully, pique their interest. The best way to do this is via the medium of engaging content. (As this is a subject deserving of a blog to itself, the article referenced above has some great tips on the most effective ways to harness the power of social media.)

Add traditional media into your marketing mix, and then measure the results

Traditional marketing channels such as radio and TV do have merit in encouraging brand awareness, but only if you’re measuring the results. If you are going to fork out a substantial budget towards a TV campaign, make sure you have the tools to measure whether or not this is fostering an awareness of your brand. TV advertising analytics software gives you in-depth, invaluable data as to the efficacy of your television campaigns, enabling you to make data-driven decisions about your marketing endeavours.

Blix TV is intelligent TV analytics software that can increase your ROI by a minimum of 10%. Learn how Blix TV can aid you in growing brand awareness, cut down on marketing spend and increase your bottom line.

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