Automotive businesses wanting to engage with consumers and create memorable experiences must consider experiential marketing.
With fierce competition in the automotive industry, brands can gain an edge by utilizing experiential marketing strategies such as car shows and live events. According to research, 70% of auto show visitors are looking to purchase a new car—that’s a significant number of consumers.
Marketers can engage with interested consumers and capitalize on their wants and needs by developing marketing strategies that promote your brand at an auto show or other events.
To learn more about the significance of experiential marketing in the car industry, keep reading this post.
Four benefits of experiential marketing in the car industry.
Experiential marketing is no longer a trend but a proven strategy for brands. In the automotive industry, experiential marketing significantly enhances the buyer experience and provides consumers with immersive learning and a firsthand account of your brand’s products.
Research shows that experiential marketing involving trade shows and other physical events is the third most effective channel for acquiring customers, behind social media and search engine optimization (SEO).
In this economy, auto events are considered a welcoming and non-pressured experience for consumers more likely to research their car buying options. Here are four key benefits of experiential marketing for car brands:
1. Increased visibility.
Experiential marketing can help auto brands reach a wider audience. Auto events attract three audiences: potential buyers, automotive enthusiasts, and industry professionals.
With these events often selling out, automotive marketers can promote their car brand to multiple audiences, maximizing reach and creating a unique opportunity in the buyer’s journey.
Auto events help increase brand awareness and visibility because marketers and car professionals can directly interact with consumers.
2. Improved brand credibility.
One of experiential marketing’s many advantages is that it allows brands to showcase their industry knowledge and expertise in the automotive market. When automotive professionals can demonstrate their knowledge to consumers firsthand, it helps establish brand credibility.
As marketers, we know that building brand credibility and trust is essential to increasing consumer loyalty and retention. In fact, 40% of customers agree that experiential marketing makes them more loyal to a brand.
3. Enhanced customer engagement.
Automotive professionals can interact with consumers through in-person or virtual events, which are excellent ways to collect feedback or answer questions about your brand and its products or services.
Collecting valuable information from consumers and their questions helps tailor marketing efforts and improve products or services to match the needs and preferences of your target audience.
4. Competitive advantage.
As we know, the automotive industry is a highly competitive market, and experiential marketing can help your car brand stay ahead of the competition.
With experiential marketing, car brands can show their latest products and demonstrate new services while generating brand awareness and establishing your brand as an expert in the automotive industry.
Revolutionize your approach to marketing in the automotive industry with experiential marketing.
To create an unforgettable customer experience, automotive brands must prioritize experiential marketing.
Providing consumers with immersive experiences is essential to the sales process and buyer’s journey—79% of marketers drive sales from experiential marketing through organized brand events.
Consumers prefer experiential marketing events because they help humanize brands and provide direct customer interaction. According to event marketing research, 91% of customers confirmed they would feel more optimistic about a brand’s product or service after actively participating in a brand activation or experience.
To help auto brands and marketers better understand the types of experiential marketing available, we’ve curated seven experiential marketing ideas for your next event.
1. Virtual showrooms and augmented reality.
Virtual shows are the perfect way to incorporate an online approach to experiential marketing. With online showrooms, consumers can explore the different available cars, customize options, and take virtual test drives from wherever they are.
Meanwhile, AR provides consumers with a tangible experience that helps them compare sizes and visualize how a car or product looks in person. Virtual and AR are no longer trends. Research indicates that 100 million consumers use augmented reality to shop online and offline.
2. Personalized Online Experiences.
Event marketers use customer data and past online behavior to deliver a personalized online experience for their customers. Personalizing online experiences is crucial to increasing customer engagement and loyalty.
With 92% of clients and customers expecting and loving personalized experiences, car marketers must tailor the buying experience to consumers’ needs and preferences.
3. Collaborate with local businesses or influencers.
Marketers should consider partnering with local businesses or influencers when promoting their auto events. Local business partnerships provide customers with a sense of community and help build trust while offering exposure to the local business.
Meanwhile, partnering with car influencers or bloggers allows car brands to tap into the influencer’s follower base, helping car brands reach a wider audience. Audiences trust influencers, so partnering with local influencers can help improve lead-generation efforts.
4. Interactive displays.
Marketers must consider interactive displays when developing their in-person event marketing strategy. Interactive showroom displays provide consumers with a sensory experience, improving the immersion experience.
Car brands can use interactive displays to offer detailed information, comparisons, and customization options. It’s also an excellent opportunity for marketers to implement digital out-of-home (DOOH) advertising during auto events.
5. Data capturing and personalized follow-ups.
Experiential events are the perfect way to collect data from potential customers. There are multiple strategies for collecting consumer data, including:
- Conducting surveys after the event.
- Make social media hashtags or QR codes available during the event.
- Collect emails when attendees RSVP or during the event.
- Create downloadable content using a subscription-based formula.
Once marketers have gathered first-party data from the experiential event, they can retarget consumers with personalized content to keep them interested.
6. Immersive Storytelling.
When developing experiential marketing strategies, car marketers must include immersive storytelling to increase customer engagement and create deeper customer relationships.
Immersive storytelling is an excellent marketing tool that depicts your brand’s lifestyle and values. Car marketers can develop immersive storytelling campaigns using digital displays and projections during an auto event.
Develop experiential marketing events and campaigns with Skyline Studio.
Book a quick strategy call with our marketing experts!