How to inform, engage and convert your three types of Motability customers

We know that the purpose of the Motability scheme is to provide the simplest, most affordable way for your eligible Motability customers to run a brand-new car. Plus, Motability have just begun their first ever national marketing strategy to boost the Motability brand in the marketplace.

Good news for your dealership. These customers are a target market that provide a sustained amount of revenue for your dealership driving new car volumes, part-exchanges, and annual servicing if nurtured correctly….so how do you capitalise on this market and provide a true omnichannel experience to help make a difference in this space right now and in the future?

Firstly, we research and understand the Motability market.

Did you know that a large proportion of those who are eligible for the Motability Scheme aren’t currently taking advantage? This means that they are missing out on opportunities that could benefit both them and their families/carers, making a huge difference to their lives.

This is also means that there is still a large market waiting for you to capture with strong marketing messages as part of your Motability marketing strategy.

We know that it’s unrealistic for your dealership to capture this entire market share alone and that for some brands Motability registrations don’t count towards your targets, however having a defined Motability strategy in place enables your dealership to win and maintain competitive advantage for long-term marketing success.

Secondly, we define your Motability customers’ needs and wants.

We understand that you have three types of Motability customers to communicate with all of which have differing wants and needs, and for optimum results, the marketing messages will vary to successfully educate, re-assure, and engage with them all.

We know that your three types of Motability customers are typically; 1) the Eligible but Unaware - eligible customers who do not know about the Motability scheme; 2) The Eligible, Aware, Inactive – eligible customers who are aware of the Motability scheme but haven’t yet joined and 3) The Eligible, Aware, Active – your existing Motability database or those eligible customers who are currently on the scheme and are actively looking and researching their options right now, but are currently attached to your competitor.

So how do you successfully communicate with all three types of customers using the most effective marketing content and mixture of channels that will generate maximum results not only for them but for you as a business?

As automotive marketing specialist that has worked on Motability campaigns for a wide range of dealer groups across the UK, we understand which channels will inform and raise awareness, drive engagement, and convert into real sales for your dealership.

Eligible but Unaware

These are fresh opportunities for your dealership that will require nurturing. Your chance to build new relationships with potential customers who are blissfully unaware that they are eligible for the Motability scheme and for your dealership to be their knowledge hub. By helping raise awareness about Motability, you can drive them to start their car buying journey together with you. Communicating educational and informative Motability insights with these customers will help them understand what the Motability scheme is, their eligibility and how they will benefit. Grabbing attention, asking questions, encouraging them to act using channels that pro-actively reach out to them are all important because they may not be necessarily searching. Using a mixture of online adverts on Facebook, Instagram, and Twitter to drive clicks to your dealership websites as well as awareness campaigns on YouTube and Gumtree Display in addition to targeted email campaigns will help build brand awareness and encourage call to action.

Eligible, Aware, Inactive

These are warm Motability customers waiting to be engaged with and are a segment that gives your dealership even greater opportunities to build brand awareness and provide re-assurances that you are the dealer group to buy from. They are eligible, informed customers but just haven’t signed up to yet so are waiting to be nurtured and converted by you. Showcasing who your Motability Specialists are, your credentials and the types of vehicles that are available to them is key because these customers will typically be researching their preferred vehicle brands and dealerships close to them already and are hot for the picking. For best results, your dealership will need to be highly visible to these types of customers using lead generation campaigns on Facebook and Instagram, driving clicks to your dealership website through Google Search, Google Discovery, Google Retargeting and building awareness through Google Display Network, YouTube, and websites such as MotaClarity or Gumtree Display.

Eligible, Aware, Active

These are your hot Motability customers who may already be an existing customer of yours or ones that may quickly convert. This is your chance to promote your dealership over competitors, showcase model launches and Motability insights with customers already signed up to the scheme and who are actively looking. Communicating with these customers needs to be engaging, informative and enticing with specific content around what vehicles and models are available to them, incentives i.e. good condition bonus and deals etc so that they don’t consider other alternatives. Drive conversions with these hotter customers with lead generation campaigns such as direct mail, targeted emails, SMS, and phone calls. Also driving clicks to your website through Google Search, Google Discovery, Google Retargeting and building awareness through Google Display Network, YouTube, and websites such as MotaClarity or Gumtree Display are equally important for these active customers.

Finally, we define and implement a marketing plan which is creative, measurable and one which generates results.

We know that having a marketing plan in place is one thing, but skilfully implementing it successfully generating best results and also accelerating your customers’ car buying experience at the same time - is an art form that we have perfected over the last thirty years. As marketing and creative specialists that have worked with all sizes of motor groups for over three decades, defining and implementing marketing plans that will engage with your Motability clients through omnichannel marketing, is what we do best.

If you’re looking to maximise opportunities from all three types of Motability customers available to your dealership right now, contact us by calling 0114 244 6060 or by filling in the form by clicking on our 'talk to us' button below.