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The digital signage of car dealerships is being taken to the next level as companies promote social awareness, support local initiatives, and create meaningful emotional connections with their consumers. Focusing more on Kitcast for car dealerships, they are changing the game not only in terms of potential buyers, but also how they interact with their community. But why does it work so well? And what role does psychology play in this shift?
Below, we will describe what inspired auto dealers to use this digital technology for change and how they compiled it to shape the future.
People are naturally attracted to contribute, care for, and socialize with other people. According to presearch, when humans recognize and witness people helping or doing something productive, and rewarding, they subconsciously associate or support those people or entities.
This is the premise that most car dealers have relied on in order to show a brighter side of their commonly skewed perception as money hungry people.
Consumers willingly do business with a brand that resonates with their belief system.
Brands tell local stories using digital signage to capture attention. Local success stories, themes, images and people create a sense of belonging.
Engaging visuals stimulate mirror neurons and “happiness and feelings.” Auto dealerships that assist in local food drives, support local sports teams, or even help the environment tend to create good emotional responses. This helps in gaining trust and loyalty which are the psychological building blocks of long-lasting relationships with consumers.
Furthermore, when clients notice their personal values reflected back at them, their identity and sense of belonging are enhanced. Rather than simply viewing a car dealership, they view it as a partner for the community.
Promotional purposes, like displaying business hours, were the only reasons car dealership digital signs were used. Nowadays, its purpose has shifted to a more holistic approach with storytelling at the forefront. This is how dealers are using it to strengthen community ties concerning school and non-profit organization-sponsored events:
Attention-grabbing and energetic graphics coupled with real-time updates make the action hard to resist.
Some car dealership digital signages go the extra mile by using signs to document local accomplishments done by teachers, veterans, or students. This instills an inner sense of belonging and pride, fundamental human needs highlighted by Maslow’s hierarchy.
Honouring ordinary heroes triggers a remarkable social emotion: elevation, which inspires witnesses to become better human beings and engage in prosocial behaviour.
Instead of vague promises, dealers display real-time stats:
These results help build credibility and harness further support from the community. People feel as though they are part of a story in which their actions contribute to real-life results.
So why does car dealership digital signage work?
Individuals are inspired to join a cause when they observe others supporting or benefiting from it. This is social proof— a psychological concept that governs everything from philanthropic acts to spending behaviour.
At the same time, reciprocity kicks in: If a dealership gets involved in community service activities, the community will want to support the dealership in return. This cycle of giving and receiving creates emotional equity and brand loyalty.
It takes 60,000 times longer to read than it does to comprehend visual content; add movement, and this standard becomes even more drastic. Movement evokes the empathy centres of one’s brain and, in the case of visuals of people, is even more powerful.
A car dealership’s digital signage can do the following:
This seduces not only thoughts but feelings, creating a multi-sensory experience. In psychology, feelings often drive behaviour more than logic does.
For dealerships thinking of this, here are a few pointers.
Find a challenge that has local relevance and connects with your brand.
Showcase actual community members with real names rather than headshots and polish.
Keep the content fresh by scheduling message rotations using automation tools.
Collaborate with local schools, shelters, and nonprofits to develop shared campaigns.
Encourage as many viewers as possible to take action; be it donating, volunteering, or spreading the message. Fundly Campaigns provides a platform for users to find local initiatives and donation platforms, so you can get inspired to support one near you.
Allow your staff to participate in these campaigns, too. Considering personal stories—sharing on screen “What I care about and why” an organism yields makes for a deeper, almost visceral canvas of his narrative.
Car dealerships have shifted from simply peddling cars to marketing vehicles in a period of digital transformations and now they are becoming advocates of social good. Through the use of car dealership digital signage to promote local initiatives, they are winning over people's attention and feelings in ways that ads could never achieve.
It is a win-win situation: communities reap the benefits while the dealers enjoy the loyalty of clients who appreciate their genuine involvement in the community. Supported by evidence from human psychology, this technique goes beyond the scope of marketing—it is authentic engagement. No flyer or billboard advertisement can replicate this priceless phenomenon.
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