For many online car research platforms, the main problem is finding consumers to trust the overall online car buying process.. Autotrader hopes to convince consumers of this with a new marketing campaign called "Finally, It's Easy," in which the company will attempt to win customers by revealing how easy the process can be.
Autotrader launched the campaign earlier this month with an ad that harkens back to the Nordic Bronze Age and Viking "customers" for its illustration of how finding the right vehicle at the right price can make all the difference in satisfying modern-day customers. Its simple message, delivered with humor, is supposed to help lift the Cox Automotive-owned Autotrader out of the marketing morass that has enveloped its industry.
"We decided to challenge ourselves in what we expect out of the brand," Greta Crowley, Autotrader's Vice President of Marketing, said. "We've been heavy in functionality and showing the ins and outs of our products, but we wanted to simplify the message and let consumers know that Autotrader is the place where you can find the car you want and feel good that you're going to get a valid price."
Crowley said that brand stewards recognized that their marketing "may not have needed to go into step-by-step functionality. If consumers remember our brand, they'll come to it. And if they have a good experience," they'll feel rewarded. With what she called "the best experience out there" -- including "the right inventory for the right shoppers," increasing personalization and more sophisticated algorithms to enhance the consumer experience, and affiliated "right tools" such as Autotrader's relationship under the Cox umbrella with the iconic Kelley Blue Book used-car pricing platform -- Autotrader simply needs to draw more consumers into the tent to win them, Crowley said.
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