The Power of Using People’s Faces and Images in Marketing for Auto Dealerships

In an era of information overload, it’s essential for auto dealerships to stand out from the crowd. The digital landscape is cluttered with advertisements, and finding ways to connect with potential customers is more crucial than ever. Studies show that ads featuring real people are more likely to capture attention, resonate with viewers, and foster a connection with the audience. In this post, we will explore the science behind using people in marketing and how The Automotive Advertising Agency can help auto dealerships leverage this strategy for better results.

The Science Behind Faces in Advertising

The average person sees about 360 commercial messages daily, and with such a barrage of information, it’s easy to understand why most people quickly skim through content. As a result, many advertisements receive only a fraction of a second of attention.

In this competitive ad space, one secret weapon has proven to be incredibly effective—human faces. Here’s why:

  1. Natural Attraction to Faces: Studies have shown that 91.7% of ads featuring a person’s face attract more attention than non-face ads. Our brains are biologically hard-wired to process faces quickly, making them ideal focal points in ads, especially in situations where exposure time is short, like online and social media ads.
  2. Enhanced Emotional Connection: Human faces evoke emotions and foster a connection with the audience. As social beings, people crave connections and community, and seeing a familiar or relatable face in an auto advertisement can establish trust and rapport.
  3. Improved Brand Recognition: Attention strengthens memory. With a memorable face in your dealership’s ads, your brand is more likely to be recognized and remembered by potential customers.

People-Centered Advertising and Auto Dealerships

The Automotive Advertising Agency recommends and employs people-centered methods in creating ad templates, utilizing the power of human faces to draw attention. Featuring a face alongside your logo, headline, key message, and clear call to action can significantly improve your ad’s performance.

Direct vs. Averted Gaze in Ads

A model’s gaze in an ad plays a crucial role in directing viewers’ attention. When a model makes direct eye contact, it establishes trust and captures the audience’s attention. However, research has shown that when a model’s gaze is directed at a product, like your latest cars for sale, viewers are more likely to focus on those elements as well.

The Automotive Advertising Agency can help auto dealerships strategically utilize the gaze cues in their ads to guide potential customers’ attention toward the key message, product, or call-to-action, creating a more engaging ad experience.

Optimizing Your Ad Campaigns

To optimize your ad campaigns, it’s essential to keep things simple. Overcomplicating your ad with too much information can confuse and deter potential customers. Start with a face to capture attention, keep your copy concise, and have a clear call to action.

At The Automotive Advertising Agency, we can help auto dealerships integrate best practices, like using faces in advertising, into their campaigns. We’ll work with you to create eye-catching ads that subconsciously resonate with your audience and give your business a competitive edge.

The use of real people in marketing for auto dealerships is a proven strategy that can enhance brand recognition, establish trust, and improve ad performance. At TAAA, we’re ready to assist auto dealerships in crafting the best-performing marketing campaigns by leveraging the power of human faces and other effective strategies to maximize results for your dealership. Get started today!

Marco Camacho, Principal, TAAA
About the author

Marco Camacho is the Founder and Principal of The Automotive Advertising Agency, with decades of experience in the automotive advertising industry. With a passion for cars and marketing, Marco has dedicated his career to helping auto dealerships achieve unparalleled success through strategic and innovative advertising campaigns. Leading a talented team of experts across offices in Austin, Los Angeles, and New York, Marco oversees operations and ensures the agency’s continued excellence. Marco’s journey began 35 years ago in car sales at Lone Star Volkswagen in San Antonio, Texas. Excelling in understanding customer needs and providing exceptional service, he expanded his expertise to prestigious brands like Ferrari and Lamborghini. However, driven by ambition and a desire for innovation, Marco transitioned into advertising and media, following in his father’s footsteps as a broadcasting pioneer. Starting as an advertising sales professional at a local radio station, he merged his passion for automobiles with his growing knowledge of marketing and media dynamics.