A Shifting Paradigm in Automotive Marketing
In the past, if you asked an automotive marketer about the most important sales considerations, their response would likely be: “Product, product and product".
Although product is still important, the paradigm has shifted to a consumer relations management model in which marketers focus on bridging the gap between the desire driven by advertising, and the experience of a test drive.
Automotive marketers are beginning to nurture and accelerate their consumer relations using a variety of live events that happen outside of the dealership - things such as pop-up stores, experience centres, brand stores and test drives.
To capture consumer data and deliver a good consumer experience requires a holistic and integrated solution that streamlines and accelerates all processes. Satisfying the needs of a new paradigm involves a novel approach.
As a result, automotive marketers are turning to live marketing software to fill their void. This handles important ingredients such as:
Online Registration and Mobile Check-In
For any event in which guests are invited, online registration tools and check-in features can reduce operation time, eliminate lines, minimize mistakes and ensure a seamless consumer experience. Live marketing software includes the creation of registration websites and mobile check-in applications. Websites are linked to corresponding applications, which means that when a guest registers through the online portal, they are sent a confirmation e-mail and automatically added to the application check-in list. This eliminates cumbersome paper lists and ensures verified attendee information.
Licence Capture And Waiver Signing
To get proper liability and legal requirements for events with test drive involvement, live marketing software offers license capture technology and a variety of waiver options. These tools make it possible to attain and store the required information for any event, without additional hardware or tools. The licence capture works using an iPad’s integrated camera, while waiver options include everything from accept/decline or electronic signing to something as simple and non-intrusive as privacy/regulations pop-ups.
Photo and Video Share
Social media is a powerful way to reach a mass group of like-minded consumers. Live marketing software includes integrated branded photo and video overlays that let consumers capture their experiences at your events. Attendees can instantly share these captured experiences through a variety of social channels and email options. The power of social sharing can also be used as non-intrusive data capture opportunities to encourage consumers to share their information more readily.
Automated Personal and Contextual Messaging
Every feature within live marketing software integrates custom email responses. From surveys and registrations to photo share and contests, these features send automated and branded email messaging to consumers. Any information submitted can be used as a variable to deliver personal and contextual responses, which nurture leads in more natural ways. This messaging includes pre-event notifications, reminders, standalone messages and extended drip campaigns to ensure leads are fully engaged and instantly aware.
Data Capture and CRM Integration
Live experiences boil down to a single all-important factor for automotive brands: qualified leads that convert into paying customers. Without the right tools, capturing and storing leads and their qualifying information can become a nightmare of paper, inaccurate or misplaced data, time-consuming transcription and uneven information. Live marketing software solves and minimizes these issues by converting every interaction into a data capture opportunity. These tools can be completed standardized and quickly updated for instant synchronization. Every piece of data captured is visually analyzed within an always-available dashboard and integrated with the automotive brand’s own CRM system.