A few weeks ago I had the pleasure of attending a learn with Google event in Los Angeles. The ongoing theme for the event was “Winning the moments that matter.” What they were referring to was connecting with your audience at the moment that is going to have the biggest impact. Unfortunately, in this day and age, there isn’t just one touch point there are multiple. Consumers are hyper-informed and always connected, so to be successful you need two things: A deep understanding of your target audience and a unified message across all the touch points that they may interact with. This way you understand what their motivators are and you make sure you are reinforcing your message across all your channels of communication. This is not an easy task. It takes coordination from all areas of your marketing team.
Just recently a friend told me about a new car that Scion is releasing called the FR-S. The main selling point is that it’s an affordable sports car. Then just the other day I saw the first spot for the FR-S. The spot did a really good job playing to my emotions. They showed a red car driving through a curvy mountain road. They mentioned that it has rear wheel drive and a boxer engine. The ad got me excited, so I did what every person in the 21st century does when they want to learn more; I turned to Google. I did a search for “new scion sports car.” The ad wasn’t bad; it said Introducing Scion FR-S and mentioned that it had arrived.
When I clicked through I was pleased to find that the landing page had the car from the commercial as the hero image and referenced the messaging from the ad, and gave me options to build my own, compare, or find a dealer.
What would have made the experience even better would have been if the Google ad had referenced the messaging from the display ad, like the one I created:
This way you are reinforcing to the user that they are going along the right trail. You can test a message like this along with your standard new car messaging to see which one performs better.
Having a paid search ad that aligns with the spot is even more important if the user saw the spot and didn’t remember the make or the model, and did a search for something like “new sports car 2013” as in the case below.
Since it’s a generic query Scion took the safe route and directed the user to the main Scion landing page where the user can select between all of their models. If it was me, and I knew the advertising and PR team was generating buzz for the FR-S I would have tested an ad that mentioned the FR-S and sent them to the page that displayed the commercial.
As I mentioned above this is a hard task to do, but if you want to win that moment when the user is looking for more info I feel it is a necessity. What are your thoughts? I encourage you to comment below to keep the discussion going.