Tips for Effective Automotive Advertising, Part 2
Continuing from our previous article, here are a few more tips for how to create a successful marketing campaign. Previously, we focused on consistency: creating a theme for a specific campaign, and delivering a relevant message. Today, we will discuss effective calls to action and how they are a necessary part of effective automotive advertising.
In the previous article, we discussed the importance of delivering a clear message in your advertising, consistent with the product or incentive being advertised. A call to action is what brings that message to a point. While simply showing the sales incentive or the new vehicle model your dealership has in stock, for example, may seem like enough to motivate a customer, this by itself can fall flat. It is important to deliver a call to action because it reinforces to your audience the benefit of buying a car from your dealership. It gives your automotive advertising a tangible point.
Using Calls to Action to Strengthen Your Automotive Advertising Efforts
The best kind of call to action is just that: a CALL to ACTION. It is motivation that goes beyond simply saying “here is what we are offering, if you would like to take advantage of it.” It delivers a pointed message, and it conveys directly to the audience why they should buy a vehicle from you. It takes “Buy from us if you feel like it” to “Buy from us.” It should be obvious that you are not delivering a command, however; you are making a statement of value.
The best calls to action are forceful without being pushy, strong without being hostile, and clear without being obvious. They reinforce in a customer’s mind that there is a reason they should come to you for their next car, rather than you just being one of their options. On a subconscious level, it can be what sets your dealership apart from your competitors in the minds of your audience.
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