The Car-Buying Process and Creative Marketing: A Love Story
Creative ideas come to me at some of the most peculiar times.
My lightbulb has gone off while waiting in an airport terminal, while soaking in the shower, and even while wandering in the supermarket, desperately searching for the clam juice my soup recipe called for (aisle five, for those who are curious).
With any worthwhile idea, I’m pressed with a twofold dilemma: Is this going to take me where I want to go, and will I enjoy the ride?
In the automotive industry, the car-buying process presents us with these exact same questions. Here are my observations on how the two are one in the same — and how knowing their similarities can make you more confident in both.
In grade school, my teachers successfully etched the brainstorming process into my mind. Although the word “brainstorm” initially painted a frightening image of a cerebral thundercloud shooting out bolts of neurons, I have found it to be one of the most useful processes imaginable.
By mapping out the journey for your creative idea, you give it life and a sense of direction to move forward. After all, a dream without a plan is just a wish.
Like a creative brainstorm, the car-buying process should be planned with a grain of salt. Practicality is everything. What body style is the best fit for my family? Do I want something that will leave a smaller environmental footprint? Which brand is the most reliable?
When you know the answers to these questions, you feel more confident in making a final decision on the vehicle you want.
It doesn’t take sitting through an episode of Dr. Phil to know that commitment can be a tough proposition for some people.
After plotting out the direction of a creative idea, you must decide what stays in and what doesn’t. This is an obstacle any graphic artist, writer, or digital expert has to face once they’ve become attached to the content they’ve produced.
According to Entrepreneur, the creative process should be taken in steps and should avoid the temptation of falling in love with an idea at first sight.
Practicality often comes into conflict with our personal passions. A creative might not be able to submit their flashy logo design to a mild-mannered car dealership. Likewise, a new parent might not be able to purchase the luxury convertible they’ve always wanted. The minivan might not be where their heart lies, but it’s a better fit for a car seat.
With every idea, it’s important to readdress the four pain points that the creative and car-buying processes share:
- Did I do my research?
- Is it practical?
- Is it something that can be agreed upon?
- Can I find any joy in this?
The Finished Product
Closing the deal on your creative idea — or on your new vehicle — is a significant moment. In this moment, you have taken everything into consideration and are ready to commit to the best decision possible.
Remember, though, no final decision is worth making if you can’t find any joy in it.
If you want more advice on the best practices in the creative and auto industries, read more from our blog!