Like any other industry, the auto sector is heavily reliant on consumer engagement for establishing brand awareness. This is an area where digital signage becomes a pivotal resource for creating a satisfying customer experience.
Of course, car dealership signage displays are nothing new. Many people have seen those large overhead signs outside the dealership that displays text information about the latest inventory lineup. However, there is so much more that can be done with signage displays especially when it comes to the auto industry.
The Role of Digital Signage in Car Dealerships
Think about some of the unconventional and interactive ways companies have incorporated digital signage into their PR foray. A lot of these marketing stints include interactive displays, games, and QR codes for downloading free content. Dealerships can adopt a similar approach within their facility to get consumers engaged and asking questions to pique their interest.
Dealership Signage Campaigns to Consider
Displays can be strategically placed throughout the lobby, waiting rooms, and showrooms. They are especially useful for events like car trade shows where a display can be positioned next to the featured car. Think about the type of content that can be displayed. Consider some of the following ideas:
- A promo of the car zipping through a country road or narrow mountain path
- A promo of the car being driven shown from the driver’s point of view
- An interactive feature that allows users to change the car’s features, such as color and rims
The third point really deserves extra consideration. Consumers will more likely remember promotional content that contains some form of interactive display. Check out this video taken at an Audi expo.
Once all the modifications are made, consumers get a full summary report of the features and the suggested retail price of the car with all the selected customizations. What’s more, customers are also given a code to save the specs into their mobile device where they can share with their friends.
Digital displays can also be utilized in areas like the lobby to keep customers entertained while they wait for the next available dealer. Content in this instance can include current financing options, a synopsis of the latest model release, features that distinguish their brand from other manufactures, or even generic information like the weather or news.
Why Car Dealership Signage Displays Are Beneficial
The target audience in the auto sector is the same as the demographic in most other industries. They want something that will intrigue them, and ads like static signs and posters simply don’t captivate an audience. Digital displays that show the latest car commercial and incorporate interactive features are far more effective at creating curiosity and a desire to learn more. Once consumers are hooked, they will respond in kind, such as by talking directly with a dealer, enquiring about a specific model, visiting the dealer website, or sharing their experiences on social media.
The auto industry has everything to gain by making digital signage a regular part of their in-facility campaign. The demographic is one that compares brands and does a lot of research, so having a digital display rich in interactive content will certainly help influence their decision.
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