Automotive Marketing to Millennials
Millennials are a demographic age group that were born between the years 1981 and 1996 (Pew Research Center). When an agency thinks of marketing to a millennial group, many industry leaders might think millennials are only responsive to digital and social media ads. Through research, that has proven to be false and direct mail is still thriving. The future of the car-buying industry is in the hands of the younger generations, so it’s important to know how they react to your dealership’s marketing efforts.
Future of Automotive
Younger generations, such as millennials, are starting to enter the car-buying market. According to Automotive News, young adult buyers entered the market later than previous generations because of the lingering effects of the Great Recession. Although millennials entered the market later, they are still considered the fastest growing segment of car buyers, according to experts.
Last year millennials accounted for 29 percent of the car-buying market with 4.1 million car purchases. By 2020, it is estimated that millennials will represent roughly 40 percent of new-car purchases (J.D. Power and Associates). This data proves that the younger generations are the future of the automotive industry. With the help of your marketing agency, your dealership can develop a unique marketing strategy tailored to millennials that is proven to drive results.
Direct Mail & Millennials
While millennials grew up in a prominently digital world, research shows that younger generations are very receptive to direct mail. In fact, 84% of millennials look through their mail on a regular basis and are more likely than other generations to share what they see in the mail with other people (US Presort). A study conducted by the United States Postal Service shows that 47% of millennials look forward to checking their mailbox every day.
Although the younger generations react well to direct mail campaigns, they are still spending a majority of their time online. A tactic to increase the effectiveness of your direct mail campaign is to incorporate digital elements. Your marketing agency can help by adding a sales event sign-up URL and/or your dealership’s web address to your direct mail piece. This will direct the potential buyer to your website and add an extra touchpoint to your campaign.
Finally, adding personalization to your direct mail campaign will drive potential buyers to your dealership. According to MarketingProfs, studies have shown that millennials trust the information they receive in the mail over any other traditional or digital media. By adding the potential buyer’s name to your direct mail piece, it will make the buyer feel important and more inclined to follow-up.
As an automotive marketing agency, Ross Media understands the importance of making an impact with your dealership’s marketing strategy. To learn how Ross Media’s proven direct mail campaigns can drive sales to your dealership, contact Alex Woodward today!