A Lesson in Visual Marketing

It’s test time!

Quickly scroll down the page and see which option stands out to you the most- is it Option A, Option B, or Option C?

Option A: Photo

Toyota thrill ride

Option B: Text

Toyota Tweet

Option C: Video

It is likely that you chose options A or C. Why? Because visuals are processed 60,000x faster in the brain than text. This fun fact has a big impact on your dealership’s marketing strategy.

Design elements, graphics, videos and images, are powerful because they instantly tell a story. Visual cues trigger emotional responses, driving deeper engagement and more profound changes in behavior. According to Curve, the factors that make images powerful are authenticity, cultural relevancy, sensory currency, and classic storytelling archetypes.

For your dealership, it is important for customers to connect with your business on a personal level. Attempt to provide an authentic representation of your culture and employees by taking pictures and posting to your Facebook, Twitter, website, etc. It’s easier to emotionally connect with an image of a smiling sales representative than a text prompt: “Our sales team is friendly and ready to help”.

Show your customers how well you understand them by posting visuals that are culturally relevant. Think: Who is the modern car shopper? What are their interests? Be careful about putting customers in a box, but seek to engage by including trending topics within the conversation. In addition, sensory currency is important because it combines nostalgia and a new appreciation for traditional skills. Within your dealership, seek to represent the intricate design/production process of your brand’s cars. In addition, your service team is highly skilled; why not take pictures or videos of their day-to-day?

Classic storytelling archetypes are familiar and speak to customer’s self image. Provide visuals that empower the customer to think of themselves as the hero, explorer, caregiver, etc. A hero might be using your car’s safety features in a video. An explorer might be driving your car through the mountains in a photo. The caregiver likely has volunteer supplies in the backseat. Enjoy this opportunity to be creative!

Remember, text and visuals can be paired together for a powerful result. This is best done through vehicle descriptions. Tell a story that helps the customer picture themselves in the car. Innovative software helps you do this by combining data-analytics, artificial intelligence, and consumer-tested narrative. Ensure that you are tracking the performance of your visual marketing materials on social media and updating your website to a responsive template so that your visuals can be accessed on all devices.

How are you using visual marketing within your dealership?