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Market Strategy

Why do emotions and connections matter in marketing?


They are important to maintaining powerful customer engagement and loyalty.

  • 62% of consumers feel they have a relationship with a brand they use
  • 58% of consumers say emotional reasons can make a brand their favorite
  • 76% of consumers have been loyal to their favorite brands for more than 4 years (That’s a lot of returning service appointments!)


So how can you use more emotion behind your marketing?


Start by acting on human insights and mimicking human relationships. Recognizing and collecting emotional data, then using it at the right time, can become the key to effectively showing off your brand. Emotional intelligence helps your dealership establish credibility and trust.

Know what consumers want.

The minute a customer feels like a brand doesn’t understand their needs or wants, they will switch to someone who does.  Using consumer behavior trends and buying history, your dealership can send relevant and timely messages. Send targeted direct mail pieces or take it online with targeted emails and social media advertisements. These can include special offers, reminders for services on the vehicle they currently own, or new vehicles they may be interested in.


Consumers don’t just want this, they expect it.

  • 46% of consumers love it when companies bring up the last time they interacted with the brand
  • 57% expect brands to know their customer service history


Talk about shared interests or values.

Customers feel more connected when they can see the human side of your brand. Stay present by sending them updates about things that aren’t just promotions and offers.


Let customers know what you are interested in and what you support.  Share community updates, little league teams you sponsor, or contests you’re hosting. When customers can connect through shared interests, it builds loyalty.


Remember to be emotionally aware. Think about what’s taking place in current events or the environment around you, then adjust accordingly.


Value feedback from your customers.

Consumers love sharing or reading thoughts about brands they use. Online reviews are a chance for you to use two-way communication in your marketing strategy.


Reviews and how they are handled make an impact on a consumer’s decision to start and maintain a relationship with a brand.

  • 70% of consumers say a brand relationship includes one party providing feedback and the other party responding to it


Responding to feedback can be as simple as replying with a genuine message, showing you care about their experience with your dealership. Customers want responses and they want them quickly.

  • 54% of customers expect a response within three days or less following a negative post


Take feedback one step further and find ways to integrate it in into every day dealership practices. These changes will have a positive impact for future customer visits.

Bring it all together.

Showing emotion in select pieces of your marketing strategy is a start, but it isn’t enough. Break down the silos of your marketing strategy by making emotional marketing part of your overall brand and carrying it across all of your channels.


Remember, it’s not just about customer experience. It’s about human experience.


Source: Deloitte Digital


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