What customers expect from the car-buying experience
Giving your showroom a digital makeover
Caring for brand assets, building brand appeal
Shaping the showroom experience with interactivity
Emerging technology to watch
Its a competitive world out there.
Thats especially true in the complicated world of automobile sales, when the landscape youre talking about is sometimes defined by Internet-savvy consumers, poor product knowledge of some salespeople and an ROI that does not always meet expectations.
According to studies conducted by the National Automobile Dealers Association, there were more than 21,000 new-vehicle dealerships in the U.S. in 2005, together employing roughly 1.1 million people. The industry itself generated almost $700 billion in sales revenue that year and those numbers are expected to continue. After all, people need cars, right?
How big is your piece of the pie? How much of this years total sales revenue will go to your dealership?
It takes a special kind of businessperson to thrive in this competitive market. It takes a survivalist. Survivalists know how to go the extra mile to achieve the impossible.
Theyre creative: They invent new methods for winning customers. Rather than getting gridlocked with all the other dealerships on the ladder of success, survivalists simply build a new ladder. They try new things.
I think dealers are willing to try new things, says John Thomas, an industry analyst for the National Automobile Dealers Association. I think right now that becomes highly important. Its highly competitive like never before.
We believe digital signage is the next New Thing.
What percentage of your advertising budget is spent on newspaper, on radio, on the Internet, on other printed materials and in dealership advertising and marketing?
As product intelligent as consumers are today, we also know they are impulsive buyers. Just think about it. We all are at one time or another. Thats what advertising and marketing is all about.
Dealers always have had the mindset of selling today, not tomorrow. With digital signage strategically placed within your dealership, your in-house advertising will sell more cars, and more parts and service.
The advantage becomes obvious once youve seen digital signage for yourself. The colors are vibrant. The picture is bright. The image is crisp and clear. Like a grand mountain panorama, its difficult to take your eyes off it.
Digital signage provides that medium. Thats what this guide is about.
Within these pages, youll learn how digital signage can help your dealership reach a new generation of consumers. Youll see how your salespeople can use it to upsell and cross-sell your products. Youll also get an idea of the various applications for a well-constructed digital signage system, specifically when it comes to the automotive industry. How would you like to have a video catalog of all of your certified pre-owned vehicles right at your fingertips? Digital signage can give you just that. Looking for a way to show off next years models while your customers wait patiently in the service department? Its a cinch with digital signage.
We hope you enjoy the guide. And if youre looking for some entertaining stories that provide a few laughs, feel free to skip forward to the last chapter of this guide, where several industry analysts provide fond (and sometimes not-so-fond) memories of some of their most memorable vehicles.
Best of luck to you.
Travis K. Kircher
Contributing writer, Digital Signage Today