“Change the way the industry does marketing…”

I love when I get asked open-ended prompts for designs. While there were many requirements, such as being able to brand for every OEM (Jeep utilizes this lovely yellow you see here), I was given complete freedom to research, look for gaps in the market, and explore concepts that I felt were overlooked.

While I will agree that marketing as a whole is pretty standard, when you have long-term, life-altering purchases such as a vehicle or a house, the strategy must alter fundamentally. After all, why would you use the same marketing model as impulse buys or even expensive shoes.

With the consumer being more informed than ever and more skeptical of dealerships than ever, the best way to then market to them was to see them as people and pivot from marketing to experiential. Each phase of the path to purchase lifecycle had it’s own interior customer journey, with significant drop-offs at each transition from one phase to another.

I also wanted more experimental ways to play with the data in my “Insights“ tab. Within the industry, there are standard automotive audiences. However, when these are cross-referenced with traditional interest-based audiences, by leveraging Google’s and Facebook’s interest segmentation, we begin to paint a picture of marketing that can create meaningful messages to the customer. I wanted to change marketing from noise to encouraging community in brand loyalty and conversation in each phase of the customer journey.