Is your EV marketing strategy fully charged on World EV Day?
World EV day is a global movement driving the EV change together and with one in five new cars sold in the UK now being electric, manufacturers, dealerships and customers are definitely embracing this change together.
We know that all new cars and vans sold in the UK must be fully electric by 2030 and research shows that electric car sales are on the rise with EV’s accounting for 14.6% of new car registrations in June 2022; a trend that we expect to continue to gather momentum.
What does the future of EV’s look like for your customers?
Customers want their EV buying journey to be simple and easy and require the support of trained experts within dealerships to help them understand the whole story when it comes to electric motoring. The key reassurances that customers are looking for include that EV’s are affordable, easy to buy and easy to own.
Ensuring that your marketing content is geared up to promote the many benefits of electric motoring such as the reduced fuel costs, reduced maintenance costs and the environmental benefits of course is central to enticing customers towards EV.
Challenging some of the perceived barriers is also effective in changing mindsets and encouraging people to make the switch. Highlighting key information such as the increased range of modern electric cars to challenge range anxiety, showcasing the total ownership cost benefits and discussing the ever-improving charging network and ease of home charging.
Why it’s important to strategise EV for long-term marketing success
Around 466,000 customers in the UK have already made the switch to electric due to the variety of choice already in the marketplace but others are seemingly less eager, due to several factors such as fear of change, charging point locations, costs associated with charging and not fully understanding the benefits and practicalities of owning an EV. Either way, it’s important that your dealership positions itself as a voice of authority right now with an EV strategy that educates, informs and retains your customers.
Helping your customers to eradicate their concerns and anxieties is an instrumental part of their educational process and when the time arrives to fully embrace and begin their electric car buying journey, they will do it together with you!
Educating and informing your customers about their EV car choices, running costs, charging points and other insights throughout all stages of their car buying journey and at all touchpoints with your dealership, builds trust and long-term brand loyalty.
Key factors that underpin a successful EV strategy
Working with a large percentage of AM top 200 dealer groups, independent dealerships and prestige franchises to implement their EV strategies, we’re fully equipped to formulate and execute EV strategies to position your dealership as an authoritative voice in the marketplace across all channels and to help your customers buy an EV easily from you.
Defining your audience and their EV needs
Thoroughly understanding your target audiences; who they are, their buying needs, their purchasing preferences and barriers, are all key.
By understanding these fundamentals, a wide range of compelling communications can be created with the most effective messaging, tone of voice and educational content, to pro-actively engage with your exact audiences in the right way and at the right time so that their buying process with you is more effective.
Communicate and educate across all channels
Communication is King for your EV customers. Providing them with educational and informative content across all channels such as your website, social media platforms, Google adverts, using videos, regular email communications, fact-based newsletters and SMS alerts, builds brand loyalty in a way that suits their needs not only right now but also in in the future.
Engaging with your customers creatively using a mixture of tactical approaches matched to suit their lifestyles, generates more EV opportunities and increases your sales funnel. But more importantly, your customers will feel nurtured and engaged.
Missing out on Electric Vehicle sales through lack of customer engagement can be costly in more ways than one.
Expert advice at all touchpoints
Some of your customers may need more reassurance during their buying process than others, seeking expert advice across a variety of different touchpoints. Whereas some customers happily research and browse car choices entirely online, others prefer speaking with your Sales teams to provide expert knowledge.
Providing exceptional customer service whether that’s online, over the phone or in your showrooms, are all effective ways to provide educational insights to your customers and help them with their purchase.
This is your opportunity for your dealership to strengthen your customer relationships and truly make a difference to make their buying process easy and effective.