Friday, June 15, 2007
Automotive Marketing is stuck
Most people leave the dealer lot with a smile on their face. Yes, the dealer experience is still lacking, the paperwork drags on and the final price is a bit higher than you hoped for.
But, in the end, most car buyers leave happy: They invested a lot of time and effort to find the right car - the perfect match for their wallet and lifestyle.
Most of automotive advertising used to focus on features: 210hp, 0-60 in 5.3 seconds, etc. Online Marketing has enhanced automotive marketing by offering immersive product experiences, such as the Interactive Showroom that my company, Genex, built.
These experience make it easier for consumer to get familiar with the car and all its features, saving a lot of time on the dealer lot.
But, we're stuck here.
Marketers have not yet found a way to tap into this pool of happy buyers. Yes, they will tell their family and some friends. But, there are no sites such as Chowhound or Tripadvisor to broadcast their opinion about their car, the shopping and dealership experience.
Volvo tried it with C30 site but it fell flat. Unless you're very bored or a constant complainer, there's no reason for you to contribute.
Marketers have to find a way to let happy owners talk about their experience. And broadcast these experiences to the Internet community. This is so much more impactful than any commercial, banner ad or billboard.