Reaching car shoppers in today’s highly competitive market is a challenge for dealerships.
Research shows that an astounding 95% of car shoppers rely on online resources to gather information, bypassing dealerships as their starting point.
However, only 1 in 3 potential car buyers know the exact vehicle they want to purchase. This is a valuable opportunity to leverage data-driven marketing and influence these undecided buyers.
Top Data-Driven Strategies for Dealerships to Connect with Vehicle Shoppers
Know Your Audience
Understanding your audience is a foundational aspect of any successful marketing strategy, regardless of industry. It’s important to consider various aspects of consumer behavior, preferences, and motivations.
Some key areas to focus on and the types of data include:
Demographic Data: Demographic information such as age, gender, income, occupation, and household size provides valuable insights into the characteristics of car shoppers. Dealerships can use this data to segment their audience and tailor their messaging to different demographic groups.
Psychographics: These insights reveal consumers’ lifestyles, hobbies, interests, and activities. Understanding these lifestyle preferences allows you to craft your messaging strategically and align with your audience’s interests and values—for example, target outdoor enthusiasts with advertisements for rugged SUVs or adventure vehicles.
Geographic Data: Geographic data provides information about the location of car shoppers, including their city, state, and ZIP code. Use this data to target car shoppers in specific geographic regions with localized marketing campaigns.
Purchase History: Analyzing purchase history can provide insights into past buying behavior and preferences. Examine data on previous vehicle purchases, as well as aftermarket purchases such as accessories and maintenance services.
Automotive Marketing Data: Source third-party automotive marketing data to supplement your customer and prospect data, such as info on VIN, make and model of current cars in the household, service history, and in-market indicators.
Car Buying Segments to Target
Take a strategic approach when developing your targeting and segmentation strategies. Here are some segmentation examples to consider, along with tips for reaching and engaging each segment:
Family Car Shoppers
- Segment Characteristics: Couples or families with children, prioritize safety, comfort, and reliability in their vehicle choices.
- Emphasize safety features, spacious interiors, and family-friendly amenities such as rear-seat entertainment systems or versatile seating configurations.
- Offer incentives such as family discounts, extended warranty options, or complimentary maintenance services to provide added value and peace of mind.
Outdoor Enthusiast Car Shoppers
- Segment Characteristics: Adventure seekers who enjoy outdoor activities such as camping, hiking, or skiing, looking for vehicles that offer ruggedness, versatility, and off-road capability.
- Showcase vehicles with off-road capabilities, all-wheel drive systems, and rugged exterior designs to appeal to their adventurous spirit.
- Offer special outdoor adventure packages or accessories such as roof racks, bike racks, or cargo organizers to enhance the utility and versatility of their vehicle.
Eco-Conscious Car Shoppers
- Segment Characteristics: Environmentally conscious individuals who prioritize sustainability, fuel efficiency, and eco-friendly features in their vehicle choices.
- Highlight hybrid, electric, or fuel-efficient vehicles in your inventory to appeal to their eco-friendly values and preferences.
- Showcase environmental initiatives and corporate social responsibility efforts to demonstrate your dealership’s commitment to sustainability.
- Offer incentives such as tax credits, rebates, or discounts for eco-friendly vehicle purchases to incentivize eco-conscious consumers to choose environmentally friendly options.
Just Moved! Car Shoppers
More than 1 in 4 new movers recently bought a vehicle and auto dealers and repair shops rank among the top five most sought-after gift certificates in new mover marketing welcoming packages. Additionally, 26% of new movers are in-market for auto repair or service within 12 months of moving.
If you enjoyed this content, check out our Automotive Marketing Success Kit – full of valuable resources to help you get more car shoppers into your dealership.
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