Car marketing activities need accurate

When visiting the auto market, when asking what activities the Qingming Mini Holiday planned to do, some marketers responded by reusing the last time the program was changed.

This seems to be the embarrassing and strange situation of the automotive circulation industry marketing. One form of marketing activity basically achieves "all-around, all-season, universal use throughout the year." Even the promotional programs planned and implemented by the Lantern Festival are changed. Time is not misused during the Qingming Festival. Because these marketing activities are nothing more than promotions, gift packages, sweepstakes and so on. Some 4S stores, regardless of when the consumer arrives at the store, are promoting every week and are cutting prices every day. Over time, this storefront has little appeal to consumers. In other words, consumers have “aesthetic fatigued” with this ever-changing packaging marketing campaign.

What marketing is good marketing? There are no standard answers to this question. Marketing expert Philip Kotler once said that marketing is to arouse the resonance of target consumers. The author believes that this should be regarded as the minimum requirement for good marketing. To arouse the resonance of a consumer, you must impress him in a certain way. So, in another sense, this sentence means that marketing must be able to impress consumers. (Source: Southern Metropolis Daily South Network)

Indeed, price cuts are one of the easiest ways to impress target consumers. Philip Kotler also said: “A penny gap can change consumer loyalty.” This type of marketing is the easiest to operate, and it naturally becomes a “universal” marketing tool. The long-term use of this approach will not only make consumers numb and have doubts about the price of the product, but it will also bring negative impact on the brand's irreversible recovery. (Source: Southern Metropolis Daily South Network)

Therefore, dealers should seek ways to impress consumers beyond price cuts. To impress consumers, the author believes that the needs of the target consumer group must be identified. The car is not just a product, it also contains a wealth of brand cultural elements in it, consumers choose a car, that is, the product's identity, but also the identity of the brand culture. If it is difficult to impress consumers from the product level, why not consider moving consumers from the brand culture level?

In general, each car brand has its own cultural connotation. However, it is seldom to see that some dealers can plan some marketing activities from their own brand, but they are just like the product promotion. If brand marketing is a precise marketing method, product promotion and price reduction are a kind of extensive marketing method. The latter can be said to have lost its quasi-head, and it is naturally difficult to impress consumers.

Recently participated in the M IN I and another luxury brand marketing activities, MIN I's activities throughout the shop do not talk about price promotions, but organize consumers to participate in the store's game activities, in the game to experience M IN I Advocacy of entertainment and adventurous spirit. In the marketing activities of another luxury brand, it seems that the lucky draw and the first-prize large oil card are the fundamental purpose of the event. You know, consumers want to show their strength whether they buy or use luxury brand cars. Consumers who drive 3.0L displacement models care about the extra one or two hundred yuan per month. The two kinds of marketing contrast, the differences emerged, it is worth thinking and learning for the marketing staff.