The automotive industry was experiencing a decline even before the pandemic. Auto sales were unreliable for the most part of 2019 and the recent outbreak further sealed the disastrous deal. For instance, the UK experienced the lowest sales level since 1971 and even giants like Jaguar and Bentley had to enter the cost cutting mode to stay afloat.
However, post lockdown, the markets gradually began to open up and the sector, for the first time in months, breathed a sigh of relief. But the stakeholders are not out of the woods yet and need smart marketing to survive in the post-pandemic world.
Here are some contemporary ways for automotive brands to explore the world of smart marketing.
Mix Tradition with Digital
We all know that business cards have been the common way to network and grow one's business. While social distancing refrains the exchange of printed cards, there is no need to stop the journey now. With virtual cards, people can continue sharing their contact details and enhance their network, after all, nothing beats the charm of a business card. Businesses can have specific QR codes that lead interested folks to their business cards and allow the pace of growth to continue. Additionally, you can still use printed materials like postcards, and take advantage of mailing services like EDDM. Both traditional and digital methods can be used to build and promote automotive businesses.
Sensitive Marketing
The current millennial and Gen Z are more into brand and marketing with a cause. They are connected with sustainability and would like to associate with brands that share similar values. For instance, automotive companies can enhance their sustainable features like low carbon emissions, electric vehicles and a lot more to appease to the emotionally conscious audience. Ensure that your digital collaterals revolve around your message and stays true to the cause of your support.
Tip: keep your content quirky and fun, nobody likes content that drones. Your support for a cause should not be boring.
Focus on Content
Content is King! How you create your copy is the direct reflection of how you want your brand to be considered. A few things to consider while creating your copy is to understand your target audience, understand the type of content they consume and also stay abreast of the epic fails from the past to know what you SHOULDN'T do. This is most prevalent in today's highly aware society as one wrong tweet can considerably tarnish a brand's reputation in a matter of minutes. Writing the right content will accelerate your marketing efforts as well as build your credibility.
Don't Blatantly Leverage COVID-19 as a Marketing Tactic
COVID-19 is a sensitive issue for many and most won't appreciate monetizing this emotional situation for business growth. Consumers are more inclined to go for honest marketing efforts, where brands are educating them or standing with them in solidarity, rather leveraging the chaos around it. Similarly, automotive businesses can create an emotional connection via CSR activities or innovative campaigns that does well for the brand as well as the world.
For instance, CarMax partnered with Boston based non-profit organization 'Cradle to Crayons' to help underprivileged children with essential items. The brand set up an interactive tree, complete with iPads that allowed consumers to select a gift for the child in the organization. The results were later displayed on social media - 683k views and 7.9 million impressions.
Key Takeaway
The consumer psyche and preferences have changed a lot during the pandemic. The way to approach them is to invest in marketing techniques that are accessible, relevant and relatable. This trifecta will definitely help brands gain a loyal customer base.
