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5 Ways to Reach the Largest Car-Buying Population in History (Part 1)

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Marketers want to the reach Gen Y demographic, and for a good reason: At between 16-36 years old...they are finally growing up, getting out and spending money - especially on CARS! Born between 1980 and 2000 and now known as "Millennials," they are responsible for a whopping 4 million vehicles purchased in the U.S. just last year. There are currently about 75.4 million of them, surpassing baby boomers as the largest generation, and are expected to start spending at least $200 billion annually starting next year. So...let’s talk about how to tap into that spending powerhouse! Understanding Millennial purchasing habits and what they respond to is not only key, but critical to your dealership's success. Experts have overwhelmingly identified video as the primary influencer in Millennials' lives. So let’s talk about video, too.

TAKEAWAYS:
● Understand 3 reasons why incorporating video into your marketing strategy will help you reach millennials.
● Practical examples of the types of video to use at your dealership to reach this demographic
● Learn what - and how to use - the 5 core values that millennials hold most influential in your video marketing messaging.
● Get a sneak peek at what many experts might be the next level in merchandizing to millennials

Published in: Marketing
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5 Ways to Reach the Largest Car-Buying Population in History (Part 1)

  1. 1. 5 [MOST EFFECTIVE] WAYS TO REACH THE LARGEST CAR CAR-BUYING POPULATION IN HISTORY Gina Reuscher, Director of Marketing g.reuscher@flickfusion.com PART 1 of 2: Millennials Defined Using email to reach millennials
  2. 2. WHO are MILLENNIALS? AGE: 16-36 (ish) GENDER: 30% WORKING MEN | 70% WORKING WOMEN MARITAL STATUS: 75% SINGLE | 21% MARRIED | 4% DIVORCED ETHNICITY: 60% CAUCASIAN | 20% HISPANIC | 14% BLACK | 5% ASIAN | 1% OTHER
  3. 3. MAKES THEMwhat unique ● 20% - Owning a home ● 15% - Having a high paying career ● 9% - Having lots of free time MOST IMPORTANT THINGS IN THEIR LIVES: ● 52% - Being a good parent ● 30% - Having a successful marriage ● 21% - Helping others in need ALSO KNOWN AS: ● GenY - The generation that succeeds GenX ● Echo Boomers - The children of Baby Boomers ● The Net Generation - Grew up on the Internet and take technology for granted ● The Boomerang Generation - Tendency to move back in with parents after college ● The Peter Pan Generation - Delayed rite of passage into adulthood vs previous gens
  4. 4. DEFINESwhat them according to millennials themselves MUSIC & POP CULTURE TECHNOLOGY LIBERTARIAN & TOLERANCE INTELLIGENCE CLOTHES & FASHION
  5. 5. 75.4 are MILLION NUMBERS?what their $200 BILLION
  6. 6. Linking automotive demand with consumer sentiments and media habits is vital to developing marketing strategies that connect the right consumers with the right automotive brands… ...Understanding the motivators of car-buying intenders allows marketers to create messaging that will resonate strongly. Patrick Gardiner President of Nielsen Automotive
  7. 7. VIDEO MILLENNIALS
  8. 8. Timmy D. James I Flick Fusion Video I COO I t.james@flickfusion.com Likely to watch video when shopping online: Consider video content when researching purchase decsions: 80% 70% 150% 85% More likely than Baby Boomers to comparison shop with video while in-store: More likely than Baby Boomers to purchase a product/service after watching an explainer video:: NUMBERS more
  9. 9. CUT THE CRAP!
  10. 10. 1. Email Marketing 2. Social Media Marketing 3. Mobile Marketing HOW TO REACH MILLENNIALS
  11. 11. 50%50%will read an email from a company if it includes video
  12. 12. Walkarounds & Test-drives
  13. 13. MILLENNIALS want INFO
  14. 14. TIP: • Make it informative • Highlight features & benefits www.DearshipName.com 88-222-1234 WALKAROUNDS & TEST-DRIVES Gabrielle Gaidot Delray Buick GMC 2400 S Federal Hwy Delray Bech, FL 33483 561-278-3217 x2650 *for example only
  15. 15. DEALERSHIP BRANDED
  16. 16. MILLENNIALS<3VIDEO
  17. 17. TIP: • Keep it brief • Keep it funny, fresh, new • Keep it relevant DEALERSHIP BRANDED
  18. 18. TESTIMONIAL
  19. 19. MILLENNIALSrateONLINE
  20. 20. TESTIMONIAL TIP: • Ask them what they loved • Tell THEIR story..not yours! • Include your dealership rating on the outrowww.DearshipName.com 888-222-1234
  21. 21. Gina Reuscher Director of Marketing g.reuscher@flickfusion.com NEXT UP: PART 2 of 2 Using social media to reach millennials Using mobile to reach millennials The rise of virtual reality Connect, with and personalize your message 5 [MOST EFFECTIVE] WAYS TO REACH THE LARGEST CAR CAR-BUYING POPULATION IN HISTORY

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