To all brand strategists and those who want to become one:
Why is branding so crucial to your success in the aftermarket?
Most automotive technicians do not immediately need the advertised product when they see your ad. This means that lead generation measures in the online aftermarket often come to nothing. Especially if sufficient brand awareness has not yet been built up.
Without brand marketing, there is no basis for trust and subsequent conversion, e.g. to sign up for a newsletter, register for an online store and ultimately become a happy buyer of your product.
💡 The solution:
Brand marketing first, then performance marketing. This leads to 6x better results in lead generation activities. This is the result of a study: “Marketing Effectiveness in the Digital Era” by the renowned IPA – Institute of Practitioners in Advertising.
🔍 How is it done?
First of all, advertising messages for continuous brand awareness. In particular for brand positioning, e.g. quality leader or problem solver. After a certain time, additional, more prominent advertising spaces are used to increase the click rate in the short term and ideally generate new contacts.
On AMupdate.de there are exemplary packages for long-term awareness and short-term penetrating measures.
💡 Tip: Without sufficient brand marketing, you will miss out on important buyers when the part is really needed.
