When you’re trying to convince a customer to buy a luxury car, you have to offer an experience that’s worth the added cost.
This is the expectation of those that are willing to spend a little more for upgraded comfort, more attention, a seamless experience, and more convenience. As a dealership, you’ll want to make sure your showroom is in order, but also ensure your digital marketing efforts are designed to attract luxury customers.
The Luxury Car Customer has Changed
The world has gotten smaller with the extended reach of digital marketing and the luxury customers are more diverse than ever before. This means your audience and potential customer base is much larger than before. The expectation is that you’re going to deliver an experience that appeals to all of your potential customers. Keep this diversity factor in mind when you’re reviewing the experience you offer for your luxury car dealership.
Reaching Millennials is Necessary, but Difficult
The Millennial Generation spends more time online immersed in the digital world than any before but can be more difficult for you to reach as a luxury car dealership. According to Mediaboom.com, this generation chooses ride-sharing over car ownership, city living over suburbs, but does enjoy higher-end products. If you can find a way to reach this demographic, you could build loyalty when you offer speed, convenience, and innovation in the products you sell.
Luxury Brands FindReach in the Younger Generation
To reach the Millennial Generation, an amazing digital campaign must be built. Audi has found success in reaching these younger buyers with amazing social media marketing efforts on Snapchat and Instagram. If you’re looking for a great way to reach this group of buyers, you may want to take look at the efforts of the Audi brand and see how you can do something similar.
The Staples of Luxury Car Buyers
When you apply some of the qualities that have always been expected in the luxury vehicle buying arena to your digital marketing, you have a greater chance of reaching these customers where they are spending their time. Let’s take a look at some of the expectations and see how you can offer what’s needed to the potential audience that you’ll be working with.
The Online Experience Must be Seamless
More luxury customers are online than ever before and many are actively reviewing products and services they are interested in while online. You need to provide a completely seamless experience for your potential customers. This means ensuring your social media marketing is consistent across platforms, the use of your website is smooth and easy, and the buying process is one that’s simple and easy to use.
It’s All About Offering a Convenient Experience
How easy is it for your potential customers to use your website? How long does it take for your pages to load on mobile devices? Can a potential luxury car customer review your products easily on their mobile device? Everything about shopping for the models you offer needs to be convenient for your potential customers so they can gain the information needed without any hiccups along the way.
Luxury Car Customers Love to Test Drive
Like it or not, the online experience is only the beginning of what you need to offer your customers. There needs to be an easy and smooth transition from reviewing a vehicle online to the test drive a customer might make at your dealership. These customers are spending more on a vehicle because it’s a luxury model and they want to feel and experience the model before making the final buying decision.
How Do Your Products Fit Into Their Lifestyle
The purchase of a vehicle in the luxury market isn’t just about having something to drive. This purchase has to do with lifestyle and your online marketing should showcase your luxury cars out in the world where you can present them as the star of the show. Make sure your social media images reflect the high quality of the vehicles you have for sale and that your website has a sophisticated style.
Tell the Stories that Your Luxury Car Customers Can Enjoy
Showcase the experience a customer can have in the luxury car models you have to offer. Tell stories of adventures, of high-end parties, and of classy driving from behind the wheel. Explain in detail how much better the features offered in your cars make a driver feel when on the road. These stories can give your potential customers the opportunity to put themselves into the scene and look forward to what you have to offer.