Push and Pull: Better Marketing for Your Automotive Business
The marketing efforts of automotive businesses can get drowned out in a loud marketplace. With so many competitors pushing so many messages it can be difficult to gain traction.
Automotive businesses tend to rely on what is called push marketing. It’s aimed at encouraging short-term sales. The medium of choice is usually repetitive and mind-numbing TV commercials or radio ads — (“BUY NOW! CRAAAAAZZZZYYY DEALS!”)
Push Versus Pull
Push marketing is not the only way for automotive businesses to gain attention. Increasingly, businesses are using another model, called pull marketing, coupled with the power of Big Data. Their aim is to shift away from one-off sales opportunities to a more engaging customer experience that creates lifelong customers.
According to the Houston Chronicle, pull marketing attempts to create brand loyalty and keep customers coming back:
The primary difference between push and pull marketing lies in how consumers are approached. In push marketing, the idea is to promote products by pushing them onto people. For push marketing, consider sales displays at your grocery store. On the other hand, in pull marketing, the idea is to establish a loyal following and draw consumers to the products.
Pull marketing could include social media ads and promotions, email newsletters, digital coupons, or downloadable apps that provide information and utility to customers.
Pull marketing focuses on helping individual customers through a customized approach guided by data analytics. Learning more about potential customers — how far they drive, how many children they have, favored makes and models — can make targeted communications even more effective.
Customized marketing still takes a light touch. Bombarding customers with too many notifications and recommendations will alienate them. By building trust, businesses can collect quality data about potential customers and use it to create actionable marketing strategies that help in the long-run.
The experts at LMS have decades of experience in collecting, managing, and integrating high-quality data that can be used to drive innovative marketing solutions. Hyper-personal data strategies can provide your automotive business the power to transform the customer experience, creating increased brand loyalty and recognition.
By combining innovative methodologies with big data analysis, LMS helps you transform your automotive business to attract attention within a crowded marketplace. Contact us today 800.257.5902.