Test drive programs represent a major opportunity for both OEMs and dealerships to capitalize on the benefits of experiential marketing. For many consumers their choice in automobile purchase is very much a lifestyle decision that better test drive programs are uniquely suited to exploit.
This is the first part of a 3 part guide on planning and executing test drive or ride n' drive programs that convert consumers into customers:
Whenever possible it’s important to ensure the availability of an in-advance booking method for all ride and drive programs. Advanced registration should be managed through a registration website to ensure accessibility and ease of entry for consumers while also benefitting automotive marketers through automated confirmations, data validity and increased security.
In the weeks leading up to the program it’s vital to market the experience using personalized invitations to existing database contacts as well as through existing dealership channels. In-dealership sign up kiosks and social media promotions, that direct consumers to the registration website, will greatly increase the attendance and popularity of your ride and drive programs.
Pre-registration will offer an accurate barometer for expected turnout as well as vital data capture that can be used to ensure a more unique and engaging onsite experience. Qualifiers such as model interest are important insights that can determine which models are made available on the event day.
Invitations to the ride and drive program should be automated for maximum ef ciency and calendar buttons should feature prominently in all con rmation communications for ease of use and automated reminders.
Progressive profiling is the process of separating data capture into
smaller more manageable increments to decrease form abandonment
while capturing deeper insights and data. When applied to ride and drive programs this process would reduce the information requested at any single engagement and instead spread data capture across the sign up, onsite experience and follow up engagements.
This method removes unnecessary fields from the pre-registration form ensuring that more consumers will opt to attend the event while still capturing the most crucial information and consumer insights at later stages. This is when consumers are committed and more engaged.
Progressive profiling not only assists in reducing overall sales cycles, but from an OEM perspective the valuable consumer insights captured through progressive pro ling can greatly help with target market research and product development.
Experience is everything when it comes to ride and drive programs but driving the car is only a fraction of a consumer's overall perception of your brand. It’s important to offer an out of car experience that matches the seamless sophistication of the drive itself. The best way to ensure potential customers leave your ride and drive with a heightened affinity and appeal for you brand is by offering a seamless digital experience from the original invitation email, to the registration website, onsite application and any follow up communication.
From the consumer perspective an all digital experience echoes the sophistication and cutting edge technological advancement present in the cars at the ride and drive. Timely communications, digital waivers and in app license capture ensure that your consumers spend less time in procedural matters and more time experiencing the car.
From the standpoint of a dealership or OEM this ensures improved data validity and security. It also allows the automation of manually intensive task such as data aggregation and transfer. Using a digital onsite experience also allows for a single standardized system for all information and legal requirements collected at every ride and drive - regardless of location.
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Limelight’s live and experiential marketing platform has powered thousands of activations for Fortune 500 companies across industries and event types. Using key indicators and metadata from these activations we have extracted data on industry trends, tactics, strategies and consumer behaviour to provide marketers with actionable insights on improving the execution of their live marketing activities. This analysis will focus on strengthening return on investment (ROI), return on objectives (ROO) and consumer engagement with regard to ride and drive programs.
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