The automotive market is a special industry. The size of the gap between a suspect and prospect, and that of a prospect and customer, is seldom as large as it is in the automotive market.
People rarely buy a car in a whim. There's a lot of deliberation and test-driving in the process. And why not? According to the brochures, these test-drives are optional and free of charge. Does that also apply to the supplier?
A product's image continually changes. Twenty years ago, consumers didn't enquire about 'green' labels when purchasing a car. Now it tends to be one of the most important criteria when making a decision. There are also so many more cars on offer these days.
How do you create prospects in this challenging market? How do you differentiate brands? Are there ways of creating and increasing customer loyalty?
At M+, one of the leading marketing companies in the automotive industry, we've already dealt with all these issues. Our answers are convincing.