EVs are rapidly becoming more popular as people seek ways to reduce their carbon footprint and contribute to a more sustainable future. However, despite the clear environmental and cost benefits of driving an EV, many consumers are still hesitant to make the switch.
That's where a strategic marketing campaign can play a crucial role in promoting the benefits of EVs and encouraging more consumers to make the switch.
Identify Target Audience
The first step in any marketing campaign is to identify the target audience. In this case, the target audience would be environmentally-conscious consumers who are interested in reducing their carbon footprint and lowering their overall impact on the environment.
Additional audiences can include consumers in urban environments, those who drive compact vehicles (your brand or competitors) and older demographics.
Try to be as concise as possible.
*On average, older drivers will do less traveling, making an EV a great option. *
Develop Messaging
The messaging for the campaign should focus on the environmental benefits of driving an EV, including reduced carbon emissions and improved air quality. The messaging should also highlight the long-term cost savings associated with driving an EV, including lower fuel and maintenance costs.
We recommend sticking to 3 main pillars in any messaging. For this campaign, consider the following:
1) Environment
2) Cost
3) Tech/Power/Features
Lastly, use words that are synonymous with EV culture/vehicles in your posts and advertising.
Choose Channels
The next step is to choose the channels through which to deliver the messaging. This could include social media, email marketing, print and online advertisements, and events.
For social, post daily at minimum on multiple channels. Feature videos, photos and stories with your messaging and an array of content.
We highly recommend using paid ads (Facebook, and similar) to target your ideal audience, and track leads/conversations.
Create no fewer than 6 quality Facebook ads, that run for no less that 7 days each. Test the creative and copy to understand what preforms best.
Refrain from adjusting your campaigns within a 7 day window, as this has a negative impact on the campaigns performance.
Have the call to action on your ads to collect leads, and connect your paid ads to your dealerships CRM. This will ensure your sales team gets leads in a timely manner, and improves the overall experience.
Leverage Influencer Marketing
Influencer marketing can be a powerful tool for promoting EVs. Identify key influencers in the environmental and sustainability space and work with them to promote the benefits of driving an EV.
Local influencers are a great option as well. Generally they are more trusted by your community as they're more relatable/local to everyone.
People buy from people, and what better way to showcase what you offer through the eyes of a community member.
Offer Incentives
To encourage consumers to switch to EVs, consider offering or promoting incentives such as discounts, rebates, or free charging stations. These incentives can be promoted through social media and other marketing channels.
Partner with charging networks
Partnering with charging networks can help to promote the benefits of EVs and make it easier for consumers to charge their vehicles. Work with charging networks to promote the benefits of EVs and to offer discounts or other incentives to drivers.
If you reach out to their marketing/PR teams, they should be excited to look into co-marketing opportunities.
Leverage PR
Finally, leverage PR to generate media coverage for the campaign. This could include issuing press releases, pitching local media outlets, and participating in interviews and other media opportunities.
If you host a test drive event for EV's, contact your local news station and have them do a short spot on the event, to post online.
Conclusion
By following these steps, a strategic marketing campaign for electric vehicles can help to raise awareness about the environmental and cost benefits of driving an EV and encourage more consumers to make the switch.
