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Nowadays, the competition for consumer attention is fierce. Many dealers focus on attempting to do a better job than their competition when it comes to ads. But, the truth is, you aren’t only competing with other dealerships, but with every retail business which does digital marketing.
Think about it. Those consumers you send your messages to aren’t in an exclusive automotive targeted group. No, the fact is consumers all have varying interests; from their hobbies, to their online and offline purchasing habits, to any other activities that interest them; and these interests place them straight in the crosshairs of a boatload of retailers.
So, realizing that those consumers you are attempting to deliver your message to are also being targeted by every other retail sector, how do you increase the likelihood that they will notice your digital ad AND act on it?
Here are four factors to consider when creating an ad that should help increase engagement and conversion:
1. Be Relevant – Start by knowing who will view your digital ad. “Spray and pray” techniques no longer cut it. Ensure your message is relevant to those who see it. Don’t try to make one cookie-cutter ad that appeals to your whole audience. It won’t work.
2. Know Your Audience – Sometimes the group you think is your audience really isn’t. A classic example is a jewelry store that caters to female fashion. This jewelry store may think its targeted audience is females… and females could certainly be in there. But what about the males who so often gift jewelry to their spouses or significant others? They would also be a relevant audience.
However, you can’t have a single ad that will appeal to both demographics. The purchase motivation is very different between the two groups. The same goes for car buyers. An inexpensive economy car could have a ton of audiences, including those with modest incomes, young buyers, buyers looking for fuel economy and parents looking to buy a first car for their kids. Every one of these groups has different motivations and a boilerplate ad could never appeal to all of them. Vary your ad creative by audience and you’ll find your customer’s paying closer attention.
3. Outside-the-Box Creativity – Most of us really don’t like seeing ads. That’s why we fast forward through commercials, toss mail in the trash without opening it and flip through magazines to the next article. Yet, there is one time per year that households huddle together in front of the television and, many times, watch simply to see the commercials – the Super Bowl! Super Bowl commercials are so appealing because they are made to be engaging, fun and entertaining. Brands bring in the big guns when it comes to creativity -- and, considering the cost of a Super Bowl ad, rightfully so.
Just because you’re not creating a Super Bowl ad doesn’t mean you can’t add some creativity into it. Don’t be afraid to be funny or outside-the-box. You’ll find that consumers respond better when your ad is different.
4. Leverage Emotions – Engaging with your audience in a way that moves them emotionally is what can make your ad a smashing success. The basic human emotions often tapped by many of the great ad agencies are happiness, sadness, surprise and anger. Emotions are also exactly what motivates consumers to act. If you can make your audience FEEL, you have their attention, but also a better chance to earn their business. Make them laugh. Show them how your product can make them happy. Illustrate product features by tying them into real-life. People will relate, understand your message better and connect with your brand.
The key to making a digital ad that your customers love is centered around all these factors. If your message is relevant and delivered at the right time; the messaging and images targeted to the proper demographic; if it is creative and taps into your customer’s emotions; you may find that not only do they love THIS ad but start anticipating your future ones.