Globalisation offers the potential automobile customer with a smorgasbord of options when it comes to vehicles they can buy. Brands, technologies, features and styles that were once available only in other parts of the world can now be purchased at your local dealership, at the most competitive prices possible, while big-name manufacturers are coming up with more consumer-friendly discounts, promotions and offers to keep their client base as loyal as ever.
With such an array of choices and accessible information, the car buying market has become much more discriminating and sophisticated when it comes to choosing the right vehicle for them. If auto dealerships are serious about strengthening their position in their specific territories, they must be quick to adapt to new marketing and advertising techniques that provide relevance and visibility to their message.
One of the advertising channels deemed as the most effective and revolutionary today in the car industry is the use of automotive digital solutions. This refers to the use of digital display panels, media panels and other multimedia screens such as LCD and HD to deliver customised content for the company. These screens are mounted in strategic points throughout the vehicle showroom – the waiting rooms, counters, sales offices, staff offices, etc. – depending on its content. Leading dealerships that employed the proper use of digital signage have attested to how this media channel has enabled them to increase customer engagement and drive more sales.
One of the reasons why digital signage solutions are so effective in delivering the brand message is that they takes advantage of the audio-visual platform’s capacity to deliver more engaging and easily understandable content compared to, say, a print ad or an article online. You can provide updated, targeted information for your showroom visitors in a way that will most likely capture their interest and attention.
Another advantage of using digital signage for auto dealerships is that you can control the flow of information inside your store. Instead of installing cable TVs that may show advertisements from your competitors, your digital screens can focus solely on presenting content focused on what you offer. Studies show that people who visit car showrooms like to collect more information that will further help them make smarter purchasing decisions, so take advantage of this mindset and provide the answers your target audience is looking for.
Aside from your customers, your staff can also be the target audience of your digital screen content. Leading car companies have used digital signage to deliver product information, company updates and sales tutorials to their employees. With the interesting and compelling platform digital screens offer, the message you are trying to convey will have more impact and will be retained more in the minds of your team members. Armed with this knowledge, they will be able to deliver more focused and customer-oriented service to your target buyers.