Just as you might pay more for a high-quality item from a brand you trust, 63% of consumers in our Affinitiv Consumer Survey stated they’re willing to pay more for a higher-quality customer experience. A lot goes into a customer-centric experience across sales and service—but to grab the attention of both existing and prospective customers, it’s smart to have a strategic marketing plan that focuses on all the advantages of shopping and servicing with your dealership.
Marketing and Customer Experience Go Hand-in-Hand
Professional and personalized marketing—without gimmicky designs or misleading content—is a given when it comes to attracting today’s shoppers and owners. But to drive utmost trust and engagement in all you have to offer, your marketing approach include more than a quarterly print piece. Extending your efforts across multiple channels, such as email, print, social media, SMS, and more, will greatly increase your store’s visibility. From there, it’s all about reinforcing the transparency, value, and simplicity you’re dedicated to providing at each interaction.
Build Trust with Transparency
Would you shop for a vehicle way out of your price range? Maybe for fun—but your customers rely on your store to be honest and up-front about pricing and availability across sales and service. And it could be detrimental to your business if you hold back. Display prices of specific models in your inventory, with or without any discounts or incentives. Promote maintenance packages that include a precise list of services included for a flat rate. And give customers close estimates (and clear explanations on those estimates) when they request more details on a certain model or service promoted in your marketing communications.
Transparency goes beyond pricing. Your sales marketing should also clearly notate standard versus available features across the vehicles you’re promoting. And your service marketing should work to keep owners informed on upcoming maintenance milestones or potential repairs they may need in the months ahead. By proactively communicating and clarifying all you have to offer your audience, you’ll grow lasting trust.
Deliver Value with Benefit-Focused Content
Create meaningful connections with customers, rather than overcommunicating about every deal you have to offer. While coupons and discounts certainly have an influence on whether customers choose your dealership for sales or service, there’s more to ‘value’ than the simple monetary aspect.
In your marketing communications, be sure to emphasize the specific benefits they can expect to see from your store—including unique amenities, factory-trained technicians, genuine parts and accessories, and seamless online car-buying processes. As you’re creating your marketing campaigns, keep pressure tactics out of the mix and ensure you’re positioning your dealership as a partner and a resource. You’re not there to rope them into unnecessary service or close a quick sale; you’re there to help them with all their automotive needs.
Squash Stereotypes with Simple, Seamless Processes
Buying a new car can be tedious and frustrating, especially if customers have to fill out forms online, just to come in and start the process all over again in-store. Similarly, visiting for service can feel like a recurring pain—and establishing trust in your service recommendations is easier said than done.
To showcase your commitment to customer satisfaction, leverage smart marketing that targets the right audiences with messages that speak to their specific concerns. From promoting fast online finance applications and customizable trade-in offers to vehicle inspection videos and service pickup and delivery, informing consumers on all the ways you make car-buying or vehicle maintenance easy can go a long way.
Create High-Quality Customer Experiences—Starting with Your Marketing
To bring in more profits, it’s vital that your dealership focuses on providing an exceptional customer experience at every turn. We know consumers are willing to pay more for it, and the right marketing approach is a perfect way to help drive those efforts.
Affinitiv Essentials is designed to cater to customers throughout the entire ownership lifecycle—from browsing to buying to maintaining to repurchasing. Learn more about how we can help you maximize your marketing and satisfy your customers by contacting our team today.
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