5 Best Marketing Strategies for Digital Signage in Automotive

Table of Contents

1. What is Digital Signage in Automotive?
2. Types of Automotive Digital Signage
3. Benefits of Digital Signage in the Automotive Industry
4. Best Marketing Strategies for Digital Signage Automotive 
5. Wrap Up
6. FAQs

Sure, walking into a car dealership and seeing rows of shiny cars is exciting. But being greeted by huge screens showing off cars zooming through scenic routes, detailing their coolest features in crystal-clear videos and even letting you design your dream car on the spot adds up to your first impression. 

Today, we will explore some smart marketing strategies to help you make the best of your automotive digital signage. Stick with us till the end of this article to learn how you can improve your buyers' journey and make sure your sales pitch is successful!

What is Digital Signage in Automotive?

Digital signage in the automotive industry refers to large electronic screens placed within car dealerships or showrooms. For instance, they can show high-definition videos of cars in action, allowing customers to see the vehicle's performance and features in a dynamic setting.

Additionally, they can provide detailed specifications of different car models, including engine details, fuel efficiency, and more. They often feature promotional content, such as ongoing sales or financing deals, to inform customers about the best offers available.

One of the most engaging aspects of automotive digital signage is its interactivity. Customers can use these screens to customise cars to their liking, selecting colours, wheels and other features to see what their dream car would look like. All of this makes buying a car more personal and engaging, helping customers feel more connected to their choices and more confident in their purchasing decisions.

Overall, digital signage in the automotive sector modernises the car buying experience.

Types of Automotive Digital Signage

Below, you will learn about some of the most common types of digital signs to choose from that car stores use to attract customers and make shopping better:

• Interactive Kiosks

These are touch-screen displays that allow customers to explore different car models, customise a vehicle by choosing colours and features. They can also compare various models side by side.

• Video Walls

Large, high-resolution screens that can show off cars in high-definition videos, capturing them in action or showing the vehicle in different environments. It is a great way to draw attention and showcase the beauty and capability of the vehicles.

• Digital Showroom Windows

Use digital displays in showroom windows to catch the eye of passersby with car visuals, promotions or upcoming models. It works both day and night to attract potential customers into the store.

• Service and Maintenance Tips

Screens placed in the service waiting areas can provide valuable car maintenance tips, showcase the benefits of regular service check-ups or explain complex automotive concepts in an easy-to-understand manner.

• Promotional Displays

Highlight current sales promotions, financing deals or special events happening at the dealership. These can be updated in real-time to reflect the most current offers.

• Customer Testimonials and Reviews

Share positive feedback from satisfied customers or show ratings from reputable automotive review sites. This can help build trust and credibility with potential buyers.

• Wayfinding Signage

In larger dealerships, digital signs can help guide customers to different sections, such as the new cars area, used cars section, service department or the customer lounge.

Benefits of Digital Signage in the Automotive Industry

Let's explore some of the major signage benefits that can draw in customers, cut costs and contribute to a greener planet:

Keeps Content Fresh and Relevant

One of the greatest advantages of digital signage is the ease with which you can update content. You can quickly change what is on the screen with just a few clicks - new car models, pricing, seasonal promotions or last-minute deals. 

This means your customers always have the latest information and it allows you to react promptly to market trends or inventory changes without additional cost or waste from printed materials.

Reduces Perceived Waiting Times

Waiting, whether for a salesperson or during service appointments, can be a frustrating experience for everyone. However, thanks to digital signage, you can entertain your customers and make the wait feel shorter. 

Your screens can show interesting content about car technology, maintenance tips or even just news and entertainment videos. This way you can also boost the knowledge about your products and services.

Strengthens Brand and Builds Trust

Presenting professional and consistent branding across your digital signs reinforces your dealership's identity and values. You can build trust with your audience by sharing customer testimonials, awards and accreditations. 

Furthermore, providing educational content that helps customers make the best decisions shows that you value their needs and are not just about making a sale. 

Eco-Friendly Alternative

Switching to digital signage from traditional printed materials is cost-effective and better for the environment. Reducing the need for paper and ink lowers your carbon footprint and demonstrates to your customers that you are committed to sustainability. 

This can resonate well with eco-conscious consumers and improve your dealership's reputation as an environmentally responsible business.

Enhanced Targeting and Personalisation

Advanced digital signage systems can use data analytics to display targeted content based on various factors, such as the time of day, weather or specific events. This means you can tailor your messaging to be more relevant to the audience that is in your store at any given time. 

For instance, showcasing convertibles on a sunny day or highlighting your all-wheel-drive models when the forecast calls for snow. Personalised content is more engaging and can significantly increase the effectiveness of your marketing efforts.

5 Best Marketing Strategies for Digital Signage Automotive 

1. Segmented Content Strategy

Tailor your digital signage content based on the time of day, customer demographics present or specific events. Morning content could focus on commuter-friendly vehicles with fuel efficiency, while weekends might spotlight family cars with safety features. 

This segmentation taps into the psychological principle of relevance; when customers see content that aligns with their current situation or needs, they are more engaged and likely to feel a personal connection to the brand.

2. Interactive Narratives and Storytelling

Create interactive storytelling experiences where customers can navigate through the journey of a car model – from design to manufacturing to the open road. Incorporating user choices that reveal different aspects of the story makes the experience more engaging. 

This strategy uses the psychological power of stories to forge a stronger emotional bond between the customer and the car, making the vehicle a character in the customer's own life story.

3. Gamification for Engagement and Rewards

Introduce gamification elements on your digital signage, such as quizzes about car models or history, with the chance to win discounts or freebies. Gamification leverages the psychological need for achievement and recognition, turning the shopping experience into an interactive game that rewards participation. 

4. Utilise Augmented Reality (AR) Experiences

Implement AR through digital signage to let customers visualise cars in different colours or with varying features in real-time. AR can dramatically enhance the customer's ability to imagine the product in their life, tapping into the psychology of ownership. 

The originality of AR technology itself can also create a memorable shopping experience and make your brand stand out from your competitors.

5. Dynamic Data Integration for Personalised Marketing

Connect your digital signage with CRM and social media data to display personalised greetings, offers or vehicle recommendations to returning customers or social media followers who have shown interest online. 

This approach capitalises on the personalisation principle, making customers feel recognised and valued on an individual level. You are more likely to foster loyalty and encourage purchases by showing that you understand their preferences and history.

Wrap Up

We hope this guide has sparked some ideas on how you can integrate digital signage into your marketing strategy. As you pave the way for the future of automotive marketing, keep in mind the power of refreshing content, minimising wait times, building brand credibility, providing eco-friendly options and embracing personalised targeting to drive your success.

Frequently Asked Questions

1. Is It Hard to Keep Digital Signs Updated?

Not at all. The great thing about digital signage is that you can change what is on the display easily and in just a few clicks. If you are using a software like MagicINFO for example, you can update deals, car info, or events from one spot without needing to be a tech whiz. It keeps things fresh for customers without taking up much of your time.

2.  Do I Need a Specialist to Manage My Digital Signage Software?

Not necessarily. Many digital signage platforms are designed with user-friendliness in mind, allowing you or your staff to manage content easily without needing specialised knowledge. Plus, providers often offer support and training to help you get the most out of your setup.

3. Is Digital Signage Eco-Friendly?

Yes, it is indeed more eco-friendly compared to traditional printed advertising. It eliminates the need for paper and ink, reducing waste and your dealership's carbon footprint. Plus, LED screens are energy-efficient, contributing to a greener operation overall.