Brand Director with many car manufacturers and the 4S shop manager communication, that car manufacturers spend huge sums of money each year and the main vehicle for advertising new products, but why there has not been little do?
Its three main reasons: First, buy Car point with a strong sense of distance consumers, so consumers are afraid of difficulties to see the car. Second, the narrow channels of information dissemination so that consumers can not always intuitive understanding of vehicle information. Third, the conventional test drive range is too small, channel is very narrow, making it difficult for many consumers have direct experience. three reasons for this feeling to many first-time buyers are blind, the face of car ads at a loss to see how the auto show I do not know the details, and occasionally we are unable to correctly judge the vehicle in test drive performance of the consumer, the last lot is to find friends and a car. but this result let the majority of dealers, 4S stores into huge advertising and marketing the benefits far lower, to advertising, promotions, test drive, auto show to promote direct into a word of mouth marketing. circle of friends say that this car is good, consumers will buy this car; said the car broke, car buyers to buy the car. the face of the adjustment of word of mouth, as the 4S shops and auto manufacturers and how to deal with what?
its reputation for social guide consumption, as its own source of word of mouth to promote sales. in the marketing to Long-term saw the car, feeling car, test drive cars, to the novice a good first impression, prospective car buyers of the car culture emotions, so that buyers form a preconceived visual experience. this way than to blindly into advertising, the scope of non-specific all groups to do promotion, reach, effectiveness and reputation of the actual purchase amount of cars was much higher.
So, how do the driving school for marketing channel?
First, the advertising and marketing. in the driving school training area and classroom building, restaurants, rest kiosks set up billboards; take different forms, such as wall advertising, lead cards to advertising, suggesting that brand advertising, advertising signs, posters framework, students rest kiosks, LCD LCD TV advertising, the brand communication and concept cars communication, so that students can see every day, I was thinking, the students spread of long-term mandatory.
Third, test drive marketing. in the driving school training with the help of teachers, students held for the first certified activities. in combination with other means of sales promotion, and actively carry out the Che Youhui. regularly invited colleagues relatives students and trainees to carry out new car test drive, tasting, driving, Che Youhui such experience and recreational activities. for the students to create more new cars the opportunity to experience and networking meetings for brand creation to accumulate more resources and sales opportunities to customers.
Fifth, student handbook. Each driving school students and trainers have a student handbook, student handbook in the Home and End wonderful page, board 4S shop car manufacturers or fine ads. for the students to keep to form a long-term publicity.
current auto market, the new range, ad over and over, similar performance, configuration, rather, in the car, like a great breakthrough in performance and It is not easy. In the experience of the car war, price wars, advertising campaigns, brand warfare, public relations war, promotional war, and other competitive service after the war, consumers overwhelmed, fatigued by the time. So, now the auto market Driving from the source of the driver make a fuss about this production, the future owners to seize the hearts and feelings, emotional depth driving school students to carry out marketing, experiential marketing and advertising, can truly make the future good that you purchasers, contractors your feelings, can truly grasp the key points of the market to find a breakthrough.
combination of the above is driving school Driving and propaganda in the form, there are many more waiting for us in the form of slow development, I believe that through the publicity Driving will enhance the vehicle manufacturers or 4S store brand image and sales!
Kyushu Internet Driving Media Senior Account Director: Wang Zhiwei
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