Vladislav L. Digital Audio Marketer

Music for car dealerships

Importance of Choice

A car is one of the most responsible purchases in the life of a modern person. Some refer to the choice of the car even more carefully than the choice of real estate.

And it is in the power of each seller to create such conditions that the client would be comfortable making this choice. At the same time, comfort lies not only in a cozy atmosphere, courtesy of staff or comfortable furniture in the office of a car sales center, but also in a calm psycho-emotional state of the customer. To make a purchase, the customer must be sure of his choice. This confidence can be given to a potential buyer, among other things, by selecting the right background music for a car dealership or dealer center, where the choice of a car and the signing of the contracts is taking place.

Aims and means

So, how to choose the right background music for a car dealership? The answer to this question depends on many factors. Some of them can be very individual, but we will try to highlight some general principles that could be taken as a starting point when forming audio branding for a dealership.

- First, you need to understand what target audience the seller is counting on. For example, if a particular center presents cars intended for family use, say, minivans or roomy crossovers, then most likely the music for such a car dealership should be selected so that it is understandable and familiar to the client. In our case, modern pop or light electronics will do.

- Secondly, we must not forget about the general concept. As a rule, modern car brands have several showrooms in a city (or region). If the background music in one is radically different from the musical accompaniment in the other, a potential buyer may experience internal dissonance. And this can affect decision-making - we remember the emotional background and inner comfort.

- Thirdly, but not in the end, all background music in car dealerships must be legal. As a sales tool, it should make a profit, not a loss! However, allegations and lawsuits filed against a car brand might not only result in significant monetary fines but can also harm the company's reputation.

And how to prevent issues with regulatory authorities and grow your audio branding properly, you can read in our blog articles or find out in a messenger or by phone.

Not only a sales tool

It is fair to say that background music for car dealerships is often used not only as a sales tool.

Many automotive companies employ background music in their showrooms to create an associative pattern with the car brand, allowing customers to appropriately and accurately perceive the brand. Audio branding is an essential component of any significant company's marketing and reputation strategy, and it helps to shape the image of a whole brand or a specific car model.

Agree that jazz or lo-fi fits nicely into the paradigm of a premium class car: you drive it slowly and measuredly with maximum comfort, you know your worth and do not hesitate to exhibit it, and it makes no sense for you to prove something to someone or hurry anywhere.

Or fast rock in a showroom selling sports cars or motorcycles, for example. Everything screams forward motion, zealous power, and unrestrained drive. In this situation, the road represents life, and speed is the blood rushing through your veins. So please, give me that Harley and more bass and drums!

For many years, audio accompaniment in advertising, showrooms, and exhibitions has helped to shape these perceptions in society.

To summarize, whatever purpose the dealer pursues - whether it is selling or building a specific brand image - music in car dealerships and showrooms is an incredibly valuable instrument for modern marketing.

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