5 ways to reach the largest car-buying population in history (part 1)
TRANSCRIPT
5 [MOST EFFECTIVE] WAYS TO REACH THE LARGEST CAR CAR-BUYING POPULATION IN HISTORY
Gina Reuscher, Director of [email protected]
PART 1 of 2:Millennials Defined
Using email to reach millennials
WHO areMILLENNIALS?
AGE: 16-36 (ish)GENDER: 30% WORKING MEN | 70% WORKING WOMEN MARITAL STATUS: 75% SINGLE | 21% MARRIED | 4% DIVORCEDETHNICITY: 60% CAUCASIAN | 20% HISPANIC | 14% BLACK | 5% ASIAN | 1% OTHER
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
DEFINESwhat them
according to millennials themselves
MUSIC & POP CULTURE
TECHNOLOGY
LIBERTARIAN & TOLERANCE
INTELLIGENCE
CLOTHES & FASHION
75.4 ar
eMILLIONNUMBERS?wh
at
their
$200 BILLION
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 GardinerPresident of Nielsen Automotive
VIDEOMILLENNIALS
Timmy D. James I Flick Fusion Video I COO I [email protected]
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::
NUMBERSmore
CUT THE CRAP!
1. Email Marketing2. Social Media Marketing3. Mobile Marketing
HOW TO REACH MILLENNIALS
50%50%will read an email from a company if it includes video
Walkarounds & Test-drives
MILLENNIALS wantINFO
TIP:• Make it informative
• Highlight features & benefits
www.DearshipName.com 88-222-1234
WALKAROUNDS & TEST-DRIVES
Gabrielle GaidotDelray Buick GMC
2400 S Federal HwyDelray Bech, FL 33483
561-278-3217 x2650
*for example only
DEALERSHIPBRANDED
MILLENNIALS<3VIDEO
TIP:• Keep it brief
• Keep it funny, fresh, new
• Keep it relevant
DEALERSHIP BRANDED
TESTIMONIAL
MILLENNIALSrateONLINE
TESTIMONIAL
TIP:• Ask them what they loved
• Tell THEIR story..not yours!
• Include your dealership rating on the outrowww.DearshipName.com 888-222-1234
Gina ReuscherDirector of [email protected]
NEXT UP: PART 2 of 2Using social media to reach millennials
Using mobile to reach millennialsThe rise of virtual reality
Connect, with and personalize your message
5 [MOST EFFECTIVE] WAYS TO REACH THE LARGEST CAR CAR-BUYING POPULATION IN HISTORY