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HOW CAR DEALERS CAN REACH MILLENNIALS – AND THEIR BOOMER PARENTS

Continued from page 12 word of mouth as a key influencer in their Tell a Story
decision they’ve made when their friends purchasing decisions. Customers like stories, especially if they
validate it on social media. are in the form of a short video, easy to
Engage, Don’t Market digest and shareable. Stories also humanize
If you can encourage them to share their Millennials and Baby Boomers have many businesses and offer a glimpse into what
experience, the word-of-mouth is sure to tricks to avoid marketing. Pop-up blockers, makes your dealership great.
garner interest in and brand awareness for ad blockers and DVRs help them avoid
your dealership. If a Baby Boomer sees a commercials and marketing tactics. The more a Millennial or Baby Boomer
post (about the purchase of a vehicle) that feels a connection to what you’ve sent, the
includes friends, family, children and their With so much clutter, they are trained more they’ll value you as someone they
children’s friends, they are likely to search to ignore anything that isn’t relevant. want to stay connected to. And connections
for more information as well. Millennials in particular prefer to be translate into higher retention and revenue.
engaged by content that meets their need as
Focus on Word-of-Mouth they need it. If you think digital engagement At first, Baby Boomers may have been
Referrals means batch-and-blast emails, you’re slower than their kids to adapt to social
More than just a Facebook post, leveraging wrong. Both generations will delete those media. That time has passed. Today, for
the power of “liked” and “recommended” messages or send them to the spam folder both generations, digital has become the
digital content gets your customers to refer without ever reading past the headlines. communications standard – when it’s
you to others and is a great way to increase Or they’ll unsubscribe from your emails properly used. n
both retention and conquest. According altogether.
to David Neuman, CEO of Gaea North
America, 74% of consumers identify

14 | GIADA Independent Auto Dealer MAY 2018