How to Run Better Test Drive Programs: Part 2
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 second part of a 3 part guide on planning and executing test drive or ride n’ drive programs that convert consumers into customers:
4.0 Only Surface Relevant Content
Each consumer attending a ride and drive is unique and it’s important to cater to their specific interests throughout the experience. Capture information regarding every participant’s purchase intent and consumer profiles to pinpoint the most relevant content. Any in experience or follow up communications should filter based on specific fields such as ‘model of interest’ or ‘purchase time frame’ to only present information relevant to the interests of the consumer.
During the experience itself this would mean showing consumers performance information related to the single model or trim level they showed interest in. While in a post event follow up the consumers ‘purchase time frame’ may dictate whether they receive a specific model’s brochure versus a purchase offer for those with a shorter purchase horizon.
5.0 Create Strong Calls to Action
Creating a great customer experience and collecting valuable consumer information are key. However, it is important that consumers are also given a strong call to action to facilitate the next steps in the process, whether it is returning to the dealership to talk with a sales rep, participating in a ride and drive program, or purchasing a vehicle.
All communications should be personalized and contain relevant information received about the consumer to keep your brand top of mind.
6.0 Make it Fun and Shareable
Consumers typically fill their social networks with like minded individuals who have similar interests. For OEMs and dealerships, this means that social media offers an immense opportunity to boost the reach and extend the impact of their ride and drive program. Consumers are increasingly seeking experiences over products themselves and are willing to share great experiences within their network. The easier it is to share your ride and drive experience the more likely consumers will extend their experience to those like minded connections.
It is therefore crucial to provide branded photo opportunities with vehicles, vehicle information, and personalized content that’s shareable at the click of a button. Make sharing simple by adding sharing buttons to integrated photo captures, email communications and throughout your onsite app. The excitement and appeal of the experience itself will also go a long way in encouraging consumers to share with their network. Making it crucial to build engaging, informative and fun experiences.
Over the stretch of numerous events, 40% of attendees opted to bring guests. These guests are likely to have similar interests and are more likely to convert with future marketing initiatives.
During a recent promotion of the newly redesigned Civic, Honda encouraged consumers to become “Fantographers” by taking photos of the Civic on display and posting to social media with the hashtag #CivicReborn for the chance to win great prizes. This improved the performance of Honda’s contest by enticing consumers to become brand advocates with the simple addition of social sharing.
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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.
Check out Part 1 of this guide here.