Use Emotion to Cut Through the Clutter
With so many choices now available to customers, how does an auto dealer cut through the clutter? Did you know that for the 2015 model year, there are 33 different brands and a whopping 274 models from which a customer can choose?
Even if your dealership is the best in the entire country, selling the most popular brand in the business, does it really matter if you get only a few customers to come to your store? It’s like the old cliché … if a tree falls in the forest and no one is around, does it make a sound? Ultimately, the answer is: it doesn’t matter.
How to Cut Through the Clutter
To cut through the clutter, emotion is often used by the best advertisers. Every person … every situation we encounter each day spurs an emotional response. It may not always possess the intensity of the joy we feel when we see a new baby, or the sadness we feel when we lose someone close to us … but emotion is always there. The depth of the emotion a consumer feels about an advertisement determines three things.
∙ How much attention will I give to it?
∙ What will my response be to it?
∙ How long, if at all, will I remember it?
As long as the emotion doesn’t take the consumer’s mind off why the ad was produced in the first place (to sell cars at YOUR dealership), a well-executed emotional ad helps bring customers in.
Finding the right amount of emotion without going overboard is important (and we referenced this in a blog a few months ago). As an example of a good advertisement, we bring you the Budweiser commercial where the Clydesdales rescue the lost puppy with only seconds to spare. For a negative example, we give you the Nationwide insurance commercial where a young boy describes all the things he won’t be able to do because, as he says, “I couldn’t grow up because I died from an accident.” (Their heart was in the right place, but we believe that ad sucked much of the fun out of a good many Super Bowl parties!)
Need Help? Call us!
The old saying, win the heart and the mind will follow is absolutely true. That’s why our clients count on us each month to produce ads that will be remembered for all the right reasons. We also know that each dealership has its own unique set of customers (and potential customers), so our creative team provides a variety of options – without ever taking our eyes off the five key things that make people buy automobiles. Call Eric Tigner today at (321) 397-0777, and he’ll tell you what those five things are – and how JKR can jump-start your advertising and marketing efforts. It’s the best – and quickest – way to cut through the clutter.
JKR Automotive Advertising: We Move Cars.