Electric vehicles are gaining serious momentum—and so is the competition to sell them. As shoppers explore their options, does your dealership marketing speak directly to the people most likely to buy?
To become the go-to EV resource in your area, your creative needs to go beyond eye-catching. It needs to connect with the right audience. Here are some tactics to sharpen your marketing segmentation, fine-tune your EV messaging, and create communications that actually convert.
Are Your EV Ads Reaching the Right Customer Segments?
Start with a Clear Picture: Identify Your Ideal EV Buyer
To engage with the right EV shoppers, you first need to define them. Building buyer personas helps you zero in on your most promising segments using data you already have—from demographics and purchase history to online behaviors and vehicle preferences.
It’s also important to consider the type of vehicle they currently own. Our data shows EV shoppers often stick with what they know, with many choosing a vehicle of the same build they already own. In addition, hybrid owners are 64% more likely to go electric than those driving conventional gas-powered vehicles.
With this data and insight, build your customer segments using:
- Demographics: age, income, occupation, and education all offer clues about lifestyle, needs, and motivations.
- Location: charging availability, seasonal weather, and driving conditions impact EV readiness.
- Household info: family size and marital status can influence vehicle priorities like cargo space or safety tech.
- Psychographics: interests, values, and comfort with technology help you refine tone, messaging, and media channels.
As you build your car buyer personas, use CRM data and customer feedback to refine them over time. By evolving your strategy, you’ll continually improve communication with each group.
Sample Personas to Guide Your EV Marketing Strategy
Your dealership caters to a diverse customer base, so develop multiple personas to address different segments. A few example customers your store might encounter:
- Eco-Conscious Commuter: a young professional who is environmentally conscious, drives short distances daily in their compact/mid-size sedan or CUV, and values efficiency.
- Tech-Savvy Luxury Seeker: a high-income tech enthusiast and early adopter who drives a coupe or SUV, desires performance and cutting-edge technology, and values brand prestige.
- Cost-Conscious Family: a practical family who has budget constraints, relies on the spacious and affordable aspects of their SUV or van, and is concerned about charging infrastructure.
Use Car Buyer Personas to Win Over Shoppers
To make the most of every dollar, it’s important to have your marketing segmentation set to target the right customers. Your EV car buyer personas will help guide your marketing campaigns, so you can create personalized messaging and optimize the customer journey.
Use your customer segments to create EV ads tailored to their unique lifestyles, budget constraints, most-interested model type(s), or desired vehicle features. If you have a selection of EV SUVs on your lot, create targeted ads, website content, and social media campaigns that resonate with current hybrid or ICE SUV owners, such as families and outdoor enthusiasts.
In addition to a smart marketing strategy, be sure to highlight the expertise your store has in the electric vehicle landscape. EV customers often prefer a digital-first shopping experience, including online research, virtual test-drives, and digital payments. These shoppers expect salespeople to have in-depth knowledge about electric vehicles, and they value comprehensive after-sales support, including charging assistance and maintenance guidance.
Turn EV Curiosity into Conversions
Find in-market customers and stay ahead in the electric vehicle movement. Affinitiv Essentials is an all-in-one marketing solution backed by real-time reporting and industry expertise to help guide you every step of the way. Contact us today for a live demo.
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