In the digital age, there are myriad ways to segment target audiences. We don’t need to tell savvy marketers this concept. Here, we’ll bring you tactical advice on targeting the milestones in life that can trigger vehicle purchase intent and how our media group can facilitate the touch points needed to convert the digital window shoppers into customers.
FUTURE HOME BUYERS
Consumers who plan to buy property in the next year are significantly more likely than the general population to hold off on purchasing their next vehicle. However, auto dealers should still consider marketing to this group as 59% plan to buy a vehicle within the next year of their home purchase.
HOW TO REACH THEM
People searching for a new home often start with where they want to live. Digital targeting identifies people searching for homes and dealerships and services can target those users so they are already familiar with products and services by the time they move to the area. And having a new movers program already in place, targeting by mail, email and digital will extend all those touch points through the entire funnel.
PAID OFF STUDENT LOANS
The long road to student debt payoff frees up funds to purchase a new vehicle. Consumers who plan to pay off student debt in the next year also plan to purchase a car within the next 6 months.
HOW TO REACH THEM
Paying off student loans is a significant achievement – getting rid of a monthly bill you’re been paying for upwards of 20 years. Messaging should be celebratory. Since these consumers will likely be older, promoting showroom visits with special gifts and treatment can secure those leads for nurturing. Using a contesting platform to capture data is an effective use of marketing dollars for this group.
EXPECTANT PARENTS
54% of consumers expecting a baby also plan to purchase a vehicle within a year. OEMs looking to capture parent buyers can utilize media to connect with them.
HOW TO REACH THEM
Showcasing families in the creative is important in connecting with this consumer segment. It’s important to show you understand the concerns and struggles new parents may be facing. Emphasize safety as well as hassle free car buying processes. Interactive content like quizzes is a great way to match your products and services with their lifestyle changes.
RECENT COLLEGE GRADS
Many recent college grads plan to purchase a car within the next year and they will choose their next vehicle based primarily on lifestyle.
HOW TO REACH THEM
These consumers will rely heavily on content to guide them through the purchase process. They research everything from style to financing and brands need to offer their expertise at each stage of that process.
Brands also need to ensure they have a presence on unbranded sites where they are consuming a lot of this guidance to align them with that trusted advice.