A Growing Generation ​

As Generation Z grows into a larger-purchase generation, it’s important for your dealership to take notice of the ways this younger generation of shoppers prefers to tackle the marketplace. The way they shop, research, and connect with businesses will affect the way your dealership chooses to communicate with and market to them. Generation Z, the generation immediately following millennials, is the youngest car-buying generation. Just grazing the automotive market, they are assuredly not a generation to be ignored, as they have money to spend, and they have grown up knowing how to care for their finances and plan their spending. It’s important to note the things that drive this generation in the marketplace, both socially and economically. According to Drive My Family, Ford hit a recent homerun with younger shoppers when it took time out to discover their affinity for smaller, more fuel-efficient vehicles. Often opting for cars over trucks and larger SUVs, this generation is focused on the economics and long-term maintenance that come with their purchases. With less money to spend than older vehicle shoppers, savvy Gen Z consumers are paying close attention to fuel economy and the overall expense of the vehicles they purchase.

Gen Z, a Generation That’s Creating its Own Culture

While Gen Z is only just becoming old enough to purchase vehicles, it’s important to understand what drives and inspires these consumers. They are the post-millennials, generally defined as those born between the mid-1990s and 2010, and they are experiencing a social and cultural reality that is distinctly different from that of previous generations. Their parents have lived and budgeted through the Great Recession, and therefore, this generation has inherited a cautious approach with finances and approaches spending with a levelheaded outlook. Although these shoppers are still young, they value their money and seek out value in the marketplace, a mentality that is expected to carry over to larger purchases as they grow older. True digital natives, this youngest consumer generation was born into a 24/7 online world. They are growing up immersed in platforms like Instagram, consuming digital media from multiple devices, and leaning on various online sites for information and updates. These teens and twenty-somethings are tech-savvy, often preferring their mobile devices over other options like television. A huge portion of the population, Gen Z is an estimated 60-million strong, however, it’s tough for marketers to get a true read on overall preferences and tastes because this generation spans from elementary-aged kids to early twenty-somethings. While they’ve got plenty of spending power, around $44 billion per year, they’re still growing into their styles and buying preferences, and that leaves businesses waiting to see how they can best reach this maturing generation. With their spending money coming from introductory jobs—and in many cases allowances from their parents—it’s essential to know where this generation’s priorities lie in order to formulate a marketing plan that will be successful for your dealership:

• Gen Z has grown up continuously plugged in. They are almost never without social media, and for your dealership, this means being even more in tune with your social platforms and doing your research to determine the most up-to-date places to post relevant content in order to reach these consumers.
• They are multi-taskers, and they are efficient. On average, Gen Z individuals use 5 devices per day, with 41% of their non-school time spent on some type of screen. Hang-out time is now screen time, and it’s common for friends to spend hours chatting, doing homework, or simply just being together on platforms like FaceTime, Google Hangouts, and Skype.
• Making a difference in the world is extremely important to Gen Z individuals. This means marketers will need to pay close attention to the products and services they can offer to garner positive attention in this regard. Dealerships that highlight fuel efficiency, affordable hybrids, and ways to give back to local and global communities will be more likely to gain favor with these younger shoppers.
• Gen Z wants to be involved and engaged with the brands they love. Rather than being marketed to, this generation wants to feel connected with brands and build relationships. Reach out via online platforms and take their feedback to heart in order to truly win this generation’s trust and loyalty.
• Authenticity is essential. These consumers are looking for brand stories that are conveyed in real and authentic ways. They appreciate openness and honesty, and when your dealership is able to connect with them and lean into their realistic, problem-solving nature, you’ll gain points and begin to build relationships.
• Gen Z is more global than any generation before it. Although millennials are noted for their global awareness, Gen Z boasts even broader global thinking, primarily due to the fact that they have been online nearly their entire lives. They are able to easily share thoughts, interactions, and experiences with global peers because of the technology that’s available to them. Gen Z consumers will likely appreciate dealerships that are able to share global viewpoints and awareness.
• They are cautious and money-conscious. A pragmatic group, Gen Z has grown up thinking about finances and planning before they spend. In addition to the Great Recession, they have seen previous generations struggle with issues such as student debt, Social Security, and the overall difficulty of saving in a tough economy. Because of this, they are diligent researchers who want to be sure of product decisions before they spend.

While it’s true Generation Z is still a fairly young one when it comes to the automotive market, it’s not too soon to turn your attention to the traits and characteristics driving these consumers in the marketplace. Some Gen Z shoppers are already purchasing vehicles, and if they’re not already thinking about it, it’s a sure thing your brand messages and presence are reaching them via the online media they are consuming. By getting to know this complex generation of young shoppers, your dealership can gain an understanding of what it will take, now and in the near future, to gain their trust and earn their business. A new generation of shoppers will soon be on your showroom floor, and they’ll be looking for a dealership that can engage them with an exciting brand, empower them to make a difference in the world, and help them to get the best vehicles for their money. It’s a pretty big challenge, but building great consumer relationships with these shoppers will pay off in a big way for your dealership!

A Growing Generation ​

As Generation Z grows into a larger-purchase generation, it’s important for your dealership to take notice of the ways this younger generation of shoppers prefers to tackle the marketplace. The way they shop, research, and connect with businesses will affect the way your dealership chooses to communicate with and market to them. Generation Z, the generation immediately following millennials, is the youngest car-buying generation. Just grazing the automotive market, they are assuredly not a generation to be ignored, as they have money to spend, and they have grown up knowing how to care for their finances and plan their spending. It’s important to note the things that drive this generation in the marketplace, both socially and economically. According to Drive My Family, Ford hit a recent homerun with younger shoppers when it took time out to discover their affinity for smaller, more fuel-efficient vehicles. Often opting for cars over trucks and larger SUVs, this generation is focused on the economics and long-term maintenance that come with their purchases. With less money to spend than older vehicle shoppers, savvy Gen Z consumers are paying close attention to fuel economy and the overall expense of the vehicles they purchase.

Gen Z, a Generation That’s Creating its Own Culture

While Gen Z is only just becoming old enough to purchase vehicles, it’s important to understand what drives and inspires these consumers. They are the post-millennials, generally defined as those born between the mid-1990s and 2010, and they are experiencing a social and cultural reality that is distinctly different from that of previous generations. Their parents have lived and budgeted through the Great Recession, and therefore, this generation has inherited a cautious approach with finances and approaches spending with a levelheaded outlook. Although these shoppers are still young, they value their money and seek out value in the marketplace, a mentality that is expected to carry over to larger purchases as they grow older. True digital natives, this youngest consumer generation was born into a 24/7 online world. They are growing up immersed in platforms like Instagram, consuming digital media from multiple devices, and leaning on various online sites for information and updates. These teens and twenty-somethings are tech-savvy, often preferring their mobile devices over other options like television. A huge portion of the population, Gen Z is an estimated 60-million strong, however, it’s tough for marketers to get a true read on overall preferences and tastes because this generation spans from elementary-aged kids to early twenty-somethings. While they’ve got plenty of spending power, around $44 billion per year, they’re still growing into their styles and buying preferences, and that leaves businesses waiting to see how they can best reach this maturing generation. With their spending money coming from introductory jobs—and in many cases allowances from their parents—it’s essential to know where this generation’s priorities lie in order to formulate a marketing plan that will be successful for your dealership:

• Gen Z has grown up continuously plugged in. They are almost never without social media, and for your dealership, this means being even more in tune with your social platforms and doing your research to determine the most up-to-date places to post relevant content in order to reach these consumers.
• They are multi-taskers, and they are efficient. On average, Gen Z individuals use 5 devices per day, with 41% of their non-school time spent on some type of screen. Hang-out time is now screen time, and it’s common for friends to spend hours chatting, doing homework, or simply just being together on platforms like FaceTime, Google Hangouts, and Skype.
• Making a difference in the world is extremely important to Gen Z individuals. This means marketers will need to pay close attention to the products and services they can offer to garner positive attention in this regard. Dealerships that highlight fuel efficiency, affordable hybrids, and ways to give back to local and global communities will be more likely to gain favor with these younger shoppers.
• Gen Z wants to be involved and engaged with the brands they love. Rather than being marketed to, this generation wants to feel connected with brands and build relationships. Reach out via online platforms and take their feedback to heart in order to truly win this generation’s trust and loyalty.
• Authenticity is essential. These consumers are looking for brand stories that are conveyed in real and authentic ways. They appreciate openness and honesty, and when your dealership is able to connect with them and lean into their realistic, problem-solving nature, you’ll gain points and begin to build relationships.
• Gen Z is more global than any generation before it. Although millennials are noted for their global awareness, Gen Z boasts even broader global thinking, primarily due to the fact that they have been online nearly their entire lives. They are able to easily share thoughts, interactions, and experiences with global peers because of the technology that’s available to them. Gen Z consumers will likely appreciate dealerships that are able to share global viewpoints and awareness.
• They are cautious and money-conscious. A pragmatic group, Gen Z has grown up thinking about finances and planning before they spend. In addition to the Great Recession, they have seen previous generations struggle with issues such as student debt, Social Security, and the overall difficulty of saving in a tough economy. Because of this, they are diligent researchers who want to be sure of product decisions before they spend.

While it’s true Generation Z is still a fairly young one when it comes to the automotive market, it’s not too soon to turn your attention to the traits and characteristics driving these consumers in the marketplace. Some Gen Z shoppers are already purchasing vehicles, and if they’re not already thinking about it, it’s a sure thing your brand messages and presence are reaching them via the online media they are consuming. By getting to know this complex generation of young shoppers, your dealership can gain an understanding of what it will take, now and in the near future, to gain their trust and earn their business. A new generation of shoppers will soon be on your showroom floor, and they’ll be looking for a dealership that can engage them with an exciting brand, empower them to make a difference in the world, and help them to get the best vehicles for their money. It’s a pretty big challenge, but building great consumer relationships with these shoppers will pay off in a big way for your dealership!

Utilizing New Year Trends and Tools ​

After reading Social Media Shake-Up: Part I, you’ve learned about the social media platforms and trends expected to dominate the 2016 market. Part II will give you insights regarding how competitive dealerships can best utilize these platforms and trends to have a greater impact on consumers. If you’re forming a game plan for 2016, this one is for you! Below are four social media tools you can expect to make waves in your dealership’s reach, brand awareness, and bottom line.

In-the-Moment Updates

Even though social media is in-the-moment by nature, businesses can add a sense of immediacy with live posts.  Social media outlets like Twitter and Snapchat have already adopted this idea by allowing users to share live video broadcasts and give viewers glimpses into their lives. Simply taking a video and posting it later when a special moment has already passed pales in comparison to a live look at what’s going on. Instead of telling people about an event or sale after it is over, tools that offer live-posting ability allow you encourage consumers in real time to participate and interact with your brand, as opposed to before and after posts.

Another innovation that continues to feed consumers’ need for immediacy comes to you via Facebook.  You can expect Facebook’s Instant Articles to hit the big time in 2016, allowing users to post full-length articles to Facebook without having to link to an external source. Because of the competitive and aggressive nature of the automotive industry, consumer attention is money. With less click-throughs and redirects necessary to view content through social media, keeping consumer attention for as long as possible is made easier than ever.

Added Convenience With Buttons

Alongside in-the-moment social media updates, buttons will make all the difference this year. Facebook, YouTube, and Pinterest are three of the platforms that have already gained attention by introducing new buy-button features for their advertisers and users.  For car dealerships, buy buttons for large purchases are not practical, however consider offering the opportunity for social media users to easily and quickly request appointments, test drives, or information.  Consumers will be looking for this added convenience as the popularity of buy buttons continues to surge on popular sites.

For businesses, buttons offer the advantage of being able to assist consumers who have questions or show interest in products or services with a simple click. Users don’t even have to leave the application! Although currently Facebook, YouTube, and Pinterest are the only major social media sites that have implemented buy buttons, by the end of 2016, look for most major social media platforms to feature some kind of button capability.

Mobile Applications

What was once considered a bonus is now a necessity. As mentioned in Part I, mobile is expected to continue to dominate social media marketing this year, which is why continuously updating and revamping your strategy is a must. Although there are many ways to succeed in this area, mobile applications have the ability to make a significant impact on a dealership’s marketing success.

Mobile apps, used through any mobile devices, can help your dealership collect data, provide better customer support, reward loyal customers, and remain top of mind in a crowded marketplace. The key to mobile is assuring your applications are functionally and visually sound, while maintaining a substantial presence on as many of the main social media outlets as possible. With a mobile screen in front of consumers for a great amount of the day, it’ll be hard for shoppers to ignore a dealership that has its sights set on mobile.

Visuals Visual marketing will continue to grow in 2016, just as it did in 2015. It is now essential for brands to have a solid plan that includes integrating visuals into their marketing strategies. According to Buffer Social, tweets with images receive 18% more clicks, 89% more favorites, and 150% more retweets; and Facebook posts with photos accounted for 87% of all network interactions. In short, posts that encourage interaction are those that contain visuals.

Along with long- and short-form video, pictures and graphics are essential to creating a memorable brand image, and they increase the likelihood consumers will take the time to look at your content. Marketers must include visually appealing multimedia in their content, or they risk losing the attention of online consumers and missing out on valuable connections.

The better a dealership engages and interacts with social media users, the better it is able to adapt to market needs, and ultimately increase profits. By utilizing the latest social media tools, you’ll be able to help your dealership refresh and ramp up your 2016 marketing plans and start the year off on the right foot with consumers.  Be sure to lean into the tools that will dominate the online marketplace throughout the year, and you’ll be sure to gain shopper attention!

Utilizing New Year Trends and Tools ​

After reading Social Media Shake-Up: Part I, you’ve learned about the social media platforms and trends expected to dominate the 2016 market. Part II will give you insights regarding how competitive dealerships can best utilize these platforms and trends to have a greater impact on consumers. If you’re forming a game plan for 2016, this one is for you! Below are four social media tools you can expect to make waves in your dealership’s reach, brand awareness, and bottom line.

In-the-Moment Updates

Even though social media is in-the-moment by nature, businesses can add a sense of immediacy with live posts.  Social media outlets like Twitter and Snapchat have already adopted this idea by allowing users to share live video broadcasts and give viewers glimpses into their lives. Simply taking a video and posting it later when a special moment has already passed pales in comparison to a live look at what’s going on. Instead of telling people about an event or sale after it is over, tools that offer live-posting ability allow you encourage consumers in real time to participate and interact with your brand, as opposed to before and after posts.

Another innovation that continues to feed consumers’ need for immediacy comes to you via Facebook.  You can expect Facebook’s Instant Articles to hit the big time in 2016, allowing users to post full-length articles to Facebook without having to link to an external source. Because of the competitive and aggressive nature of the automotive industry, consumer attention is money. With less click-throughs and redirects necessary to view content through social media, keeping consumer attention for as long as possible is made easier than ever.

Added Convenience With Buttons

Alongside in-the-moment social media updates, buttons will make all the difference this year. Facebook, YouTube, and Pinterest are three of the platforms that have already gained attention by introducing new buy-button features for their advertisers and users.  For car dealerships, buy buttons for large purchases are not practical, however consider offering the opportunity for social media users to easily and quickly request appointments, test drives, or information.  Consumers will be looking for this added convenience as the popularity of buy buttons continues to surge on popular sites.

For businesses, buttons offer the advantage of being able to assist consumers who have questions or show interest in products or services with a simple click. Users don’t even have to leave the application! Although currently Facebook, YouTube, and Pinterest are the only major social media sites that have implemented buy buttons, by the end of 2016, look for most major social media platforms to feature some kind of button capability.

Mobile Applications

What was once considered a bonus is now a necessity. As mentioned in Part I, mobile is expected to continue to dominate social media marketing this year, which is why continuously updating and revamping your strategy is a must. Although there are many ways to succeed in this area, mobile applications have the ability to make a significant impact on a dealership’s marketing success.

Mobile apps, used through any mobile devices, can help your dealership collect data, provide better customer support, reward loyal customers, and remain top of mind in a crowded marketplace. The key to mobile is assuring your applications are functionally and visually sound, while maintaining a substantial presence on as many of the main social media outlets as possible. With a mobile screen in front of consumers for a great amount of the day, it’ll be hard for shoppers to ignore a dealership that has its sights set on mobile.

Visuals Visual marketing will continue to grow in 2016, just as it did in 2015. It is now essential for brands to have a solid plan that includes integrating visuals into their marketing strategies. According to Buffer Social, tweets with images receive 18% more clicks, 89% more favorites, and 150% more retweets; and Facebook posts with photos accounted for 87% of all network interactions. In short, posts that encourage interaction are those that contain visuals.

Along with long- and short-form video, pictures and graphics are essential to creating a memorable brand image, and they increase the likelihood consumers will take the time to look at your content. Marketers must include visually appealing multimedia in their content, or they risk losing the attention of online consumers and missing out on valuable connections.

The better a dealership engages and interacts with social media users, the better it is able to adapt to market needs, and ultimately increase profits. By utilizing the latest social media tools, you’ll be able to help your dealership refresh and ramp up your 2016 marketing plans and start the year off on the right foot with consumers.  Be sure to lean into the tools that will dominate the online marketplace throughout the year, and you’ll be sure to gain shopper attention!

News for the Week of 1.13 ​

Twitter Conversational Ads

Twitter recently introduced conversational ads to make it easier for consumers to engage with and spread brand messages.  Giving advertisers an even more powerful way to spread their influence across social media, these ads engage users by using Promoted Tweets that include compelling messages encouraging followers to share and Retweet, like, and follow.  Conversational ads on Twitter also include call-to-action buttons with customizable hashtag buttons.  When a user taps a call-to-action button, a pre-populated brand message pops up along with creative and hashtag buttons which users can share.  Once a Tweet is shared, the brands automatically reciprocate by sending a thank-you Tweet for sharing.  Newly-composed Tweets will be seen by engaged consumer followers in their timelines, and they are accompanied by brand photos or video.  For brands, Twitter conversational ads are a powerful way to drive additional ROI at no additional cost.  Dealerships, take advantage of Twitter's newest functionality and be sure to engage with followers to create organic conversation about your brand, your vehicles, and the services you offer.  You’ll earn consumer trust and build recognition by engaging your followers and involving them with your brand.

YouTube HDR Video Support

High Dynamic Range (HDR) video, the latest in video technology, offers even more color and detail—and now, it is supported by YouTube.  With this update, YouTube joins Amazon and Netflix in offering a more vivid video experience, however, viewers will only truly notice the difference if they are using a screen that supports HDR.  Essentially, this upgrade allows video streamers to view content in much more detail than previously, capturing a wider range of contrast and brightness.  Dealerships, take heart; while HDR may be the buzzword of the moment, not everything is HDRcompatible yet, and if you remain focused on providing an engaging experience for your online followers, you’ll still pull your weight in the social world.  Video will reign this year, and consumers will continue to seek out content that is easily consumable and entertaining.  So focus on creating great video and keep your consumers updated with what’s going on at your dealership, and you’ll gain a broader audience in the process.

800 Million Facebook Messenger Users

Facebook Messenger continues to grow, and it recently surpassed the 800-million-user mark, a testament to the on-the-go nature of our culture, as well as our need for constant communication.  Throughout 2015, Facebook worked on Messenger enhancements, which included not only updates for individual users, but also updates for businesses that offer better ways to engage and interact with consumers.  It’s not brand-new, but with the success of Messenger, it’s worth repeating that Businesses on Messenger have the capability to chat with shoppers, give updates and order confirmations, send shipping confirmations and status updates, as well as simply stay in touch with shoppers.  For dealerships, Facebook offers several ways for you to interact with your audience; and in addition, you can engage your followers by providing quality content and participating in one-on-one conversations to build lasting relationships.  Your customers are on Facebook, so that means it’s a great place to get involved and make your presence known!

Snapchat Lens Store Closes

Snapchat recently closed its selfie lens store, choosing instead to focus on advertising, which includes sponsored lenses branded with movies and products.  Users will still be able to choose up to 10 free lenses per day, and any previously-purchased lenses will be retained.  However, the $1 lenses that were previously sold will no longer be offered.  According to Snapchat, “tens of thousands of lenses were being purchased every day.”  Brands, however, are charged anywhere from $450,000 to $750,000 per day to promote a sponsored lens, so the popular platform will still be earning money from its lenses.  Although trends on Snapchat may change, Dealerships should continue to keep their eyes on the growing popularity of this platform.  Consider campaigns that are quick and easy to digest; think about giving your followers sneak peeks of your inventory, quick glimpses of sales or events, or even offering coupons via Snaps.

Tip of the Week – Involve Online Consumers to Gain Insights and Grow Social Following

As you’re building your social media presence, it’s important to involve consumers in your posts in order to build trust, gain insights, and grow your online audience. There are lots of ways you can do this, but first and foremost, it’s essential to remember to remain open and encourage two-way communication so shoppers know they can turn to you when they have questions or need advice. While you’re busy putting great content onto your social platforms, it’s a good idea to break things up and give online consumers a few easy ways to interact with you. Check out the following ideas to get people involved with your dealership’s online presence:

Use CTAs. A call to action is a great way to incite followers to do something, especially if you’re asking them to do something that’s quick and relatively easy. Want them to try your new online scheduling service for oil changes? Let them know on your website, Facebook, Twitter or any platform; and give them a link that functions well and leads them directly to an easy-to-use site.

Ask questions. If you’re looking for interaction, throw a relevant question out to your followers and see how they respond. Not only can questions engage consumers, but the answers you receive can help you improve the service your dealership provides. Well-planned questions like “What’s the best amenity a dealership can offer while you wait?” can be helpful as you work to improve the customer experience.

Consider a Q&A. Determine a set time each week so that consumers will expect it; then open up your platform to shopper questions. Ensure a professional real-time response from your dealership as consumers present you with their most pressing automotive questions. Your online Q&A sessions will gain a following, and you’ll build your audience by presenting professional answers that position your dealership as a leader in the industry.

Showcase your followers. Once you build an online audience, showcase them on your page. For example, consider asking dealership customers to submit photos of themselves on their best adventures in their new vehicles and post them to your social media platforms–like Twitter and Facebook. Your customers want to know they’re appreciated, and you can easily interact with them and maintain great relationships by engaging them and highlighting their updates.

Create a survey.  Give your online followers a voice by creating an online survey.  Consider asking about vehicle preferences, customer service suggestions, and even fun things like color choices or vehicle add-on preferences.  By giving online consumers a way to express their preferences, you’re showing you truly care about what’s important to them.

As you work toward building your online presence, be sure to change up the content you post on your social platforms.  In addition, it’s essential to engage your followers and encourage them to interact with you whenever possible.  When you are able to get consumers talking with you, you’re building relationships—and that’s a step toward getting shoppers in the door at your dealership.

News for the Week of 1.13 ​

Twitter Conversational Ads

Twitter recently introduced conversational ads to make it easier for consumers to engage with and spread brand messages.  Giving advertisers an even more powerful way to spread their influence across social media, these ads engage users by using Promoted Tweets that include compelling messages encouraging followers to share and Retweet, like, and follow.  Conversational ads on Twitter also include call-to-action buttons with customizable hashtag buttons.  When a user taps a call-to-action button, a pre-populated brand message pops up along with creative and hashtag buttons which users can share.  Once a Tweet is shared, the brands automatically reciprocate by sending a thank-you Tweet for sharing.  Newly-composed Tweets will be seen by engaged consumer followers in their timelines, and they are accompanied by brand photos or video.  For brands, Twitter conversational ads are a powerful way to drive additional ROI at no additional cost.  Dealerships, take advantage of Twitter's newest functionality and be sure to engage with followers to create organic conversation about your brand, your vehicles, and the services you offer.  You’ll earn consumer trust and build recognition by engaging your followers and involving them with your brand.

YouTube HDR Video Support

High Dynamic Range (HDR) video, the latest in video technology, offers even more color and detail—and now, it is supported by YouTube.  With this update, YouTube joins Amazon and Netflix in offering a more vivid video experience, however, viewers will only truly notice the difference if they are using a screen that supports HDR.  Essentially, this upgrade allows video streamers to view content in much more detail than previously, capturing a wider range of contrast and brightness.  Dealerships, take heart; while HDR may be the buzzword of the moment, not everything is HDRcompatible yet, and if you remain focused on providing an engaging experience for your online followers, you’ll still pull your weight in the social world.  Video will reign this year, and consumers will continue to seek out content that is easily consumable and entertaining.  So focus on creating great video and keep your consumers updated with what’s going on at your dealership, and you’ll gain a broader audience in the process.

800 Million Facebook Messenger Users

Facebook Messenger continues to grow, and it recently surpassed the 800-million-user mark, a testament to the on-the-go nature of our culture, as well as our need for constant communication.  Throughout 2015, Facebook worked on Messenger enhancements, which included not only updates for individual users, but also updates for businesses that offer better ways to engage and interact with consumers.  It’s not brand-new, but with the success of Messenger, it’s worth repeating that Businesses on Messenger have the capability to chat with shoppers, give updates and order confirmations, send shipping confirmations and status updates, as well as simply stay in touch with shoppers.  For dealerships, Facebook offers several ways for you to interact with your audience; and in addition, you can engage your followers by providing quality content and participating in one-on-one conversations to build lasting relationships.  Your customers are on Facebook, so that means it’s a great place to get involved and make your presence known!

Snapchat Lens Store Closes

Snapchat recently closed its selfie lens store, choosing instead to focus on advertising, which includes sponsored lenses branded with movies and products.  Users will still be able to choose up to 10 free lenses per day, and any previously-purchased lenses will be retained.  However, the $1 lenses that were previously sold will no longer be offered.  According to Snapchat, “tens of thousands of lenses were being purchased every day.”  Brands, however, are charged anywhere from $450,000 to $750,000 per day to promote a sponsored lens, so the popular platform will still be earning money from its lenses.  Although trends on Snapchat may change, Dealerships should continue to keep their eyes on the growing popularity of this platform.  Consider campaigns that are quick and easy to digest; think about giving your followers sneak peeks of your inventory, quick glimpses of sales or events, or even offering coupons via Snaps.

Tip of the Week – Involve Online Consumers to Gain Insights and Grow Social Following

As you’re building your social media presence, it’s important to involve consumers in your posts in order to build trust, gain insights, and grow your online audience. There are lots of ways you can do this, but first and foremost, it’s essential to remember to remain open and encourage two-way communication so shoppers know they can turn to you when they have questions or need advice. While you’re busy putting great content onto your social platforms, it’s a good idea to break things up and give online consumers a few easy ways to interact with you. Check out the following ideas to get people involved with your dealership’s online presence:

Use CTAs. A call to action is a great way to incite followers to do something, especially if you’re asking them to do something that’s quick and relatively easy. Want them to try your new online scheduling service for oil changes? Let them know on your website, Facebook, Twitter or any platform; and give them a link that functions well and leads them directly to an easy-to-use site.

Ask questions. If you’re looking for interaction, throw a relevant question out to your followers and see how they respond. Not only can questions engage consumers, but the answers you receive can help you improve the service your dealership provides. Well-planned questions like “What’s the best amenity a dealership can offer while you wait?” can be helpful as you work to improve the customer experience.

Consider a Q&A. Determine a set time each week so that consumers will expect it; then open up your platform to shopper questions. Ensure a professional real-time response from your dealership as consumers present you with their most pressing automotive questions. Your online Q&A sessions will gain a following, and you’ll build your audience by presenting professional answers that position your dealership as a leader in the industry.

Showcase your followers. Once you build an online audience, showcase them on your page. For example, consider asking dealership customers to submit photos of themselves on their best adventures in their new vehicles and post them to your social media platforms–like Twitter and Facebook. Your customers want to know they’re appreciated, and you can easily interact with them and maintain great relationships by engaging them and highlighting their updates.

Create a survey.  Give your online followers a voice by creating an online survey.  Consider asking about vehicle preferences, customer service suggestions, and even fun things like color choices or vehicle add-on preferences.  By giving online consumers a way to express their preferences, you’re showing you truly care about what’s important to them.

As you work toward building your online presence, be sure to change up the content you post on your social platforms.  In addition, it’s essential to engage your followers and encourage them to interact with you whenever possible.  When you are able to get consumers talking with you, you’re building relationships—and that’s a step toward getting shoppers in the door at your dealership.

What’s New & What’s Staying the Same in 2016 ​

Each year there are shifts and updates in social media. One minute, a platform is the hottest new thing around, and the next, it’s been deleted off everyone’s smartphones and a new one’s taken its place.  In 2016, it’s important your dealership stay on top of the latest trends and consumer insights in order to continue taking advantage of the social media platforms that matter, as well as move on from those that are no longer relevant to your audience.

Trends to Stay on Top of this Year

Mobile Will Take Over

The consumer shopping journey in 2016 is—and will continue to be—primarily mobile. 80% use their smartphones to shop or research, and mobile media time is now higher than time spent on desktops or other media. Furthermore, car shoppers have completed up to 70% of their buyer journeys before they contact you, or they’ve already made their final decisions before even heading into to your dealership.

This means 2016 is the year your dealership can benefit most from having a presence online that’s accessible across all mobile devices, not only for ease of access to consumers, but also because consumers won’t bother to find out what you’re offering if it’s not readily available to them online.

Video Is on the Rise

Transformation in the marketplace is driven primarily by the growth of video from 2015 into 2016. According to Google’s head of Agency Marketing Cenk Bulbul, mobile video will dominate video conversation in 2016. By the end of 2016, it’s predicted global IP traffic will skyrocket, with a large part of the fuel for this massive growth being online video. Consumer video on demand traffic is also predicted to double by 2019, showing it’s important to get in on the ground floor while video is quickly rising and marketing is in the process of shifting.

For your dealership, 2016 can be the year you bring video to the forefront and meet increased consumer demand for this visual storytelling medium.  The popularity of video will continue to grow, and when you meet this need with creative marketing, you’ll boost your brand and be relevant to a broader audience.

Snapchat

Snapchat has been making waves for most of 2015. With the combination of video and mobile taking over in 2016, Snapchat is becoming a serious contender in the social media world.  It was declared the app to pay attention to by FORTUNE in 2015. Snapchat is expected to shape the way people use technology to communicate, and “companies who see Snapchat as a toy or plaything without any real competitive advantage should probably reassess their position,” according to  social media and technology expert Mathew Ingram.

If your dealership wants to take advantage of the powerful mobile and video combination of Snapchat along with its appeal to millennials, check out our article with advice on using Snapchat to combat showrooming.

Social Selling Is Key in 2016

Instead of blindly pumping content and information out on social media platforms, brands and companies are focusing on targeting their content toward individuals, specific consumers, and certain generations. Your dealership can benefit largely from customizing the content it shares and the interactions it has based on customers’ specific needs.

It’s also key to get your employees involved in social selling for your dealership. 79% of salespeople who use social media outsell their peers, and 65% of buyers feel vendor content had an impact on their final purchase decisions. Gamification is a great way to get your employees involved, sharing, and ultimately earning more for themselves and your dealership.

Social Media Platforms You’ll Want to Keep

As predicted, several of the large, traffic-driving social media platforms will remain relevant in 2016. The platforms you’ll want to continue using are Facebook, Twitter, and LinkedIn, primarily. A couple additional platforms your dealership may want to consider utilizing, if it doesn’t already, are Instagram and Pinterest.

Each of these social media platforms and 2016 trends can be powerful tools to help your dealership connect with consumers and provide relevant content that gains more attention, followers, and in turn, customers. The platforms staying relevant in 2016 continue to rise in the social media world, and this year’s upcoming and current trends will benefit your dealership and help you boost sales as you continue to grow your audience and reach out to new consumers.

What’s New & What’s Staying the Same in 2016 ​

Each year there are shifts and updates in social media. One minute, a platform is the hottest new thing around, and the next, it’s been deleted off everyone’s smartphones and a new one’s taken its place.  In 2016, it’s important your dealership stay on top of the latest trends and consumer insights in order to continue taking advantage of the social media platforms that matter, as well as move on from those that are no longer relevant to your audience.

Trends to Stay on Top of this Year

Mobile Will Take Over

The consumer shopping journey in 2016 is—and will continue to be—primarily mobile. 80% use their smartphones to shop or research, and mobile media time is now higher than time spent on desktops or other media. Furthermore, car shoppers have completed up to 70% of their buyer journeys before they contact you, or they’ve already made their final decisions before even heading into to your dealership.

This means 2016 is the year your dealership can benefit most from having a presence online that’s accessible across all mobile devices, not only for ease of access to consumers, but also because consumers won’t bother to find out what you’re offering if it’s not readily available to them online.

Video Is on the Rise

Transformation in the marketplace is driven primarily by the growth of video from 2015 into 2016. According to Google’s head of Agency Marketing Cenk Bulbul, mobile video will dominate video conversation in 2016. By the end of 2016, it’s predicted global IP traffic will skyrocket, with a large part of the fuel for this massive growth being online video. Consumer video on demand traffic is also predicted to double by 2019, showing it’s important to get in on the ground floor while video is quickly rising and marketing is in the process of shifting.

For your dealership, 2016 can be the year you bring video to the forefront and meet increased consumer demand for this visual storytelling medium.  The popularity of video will continue to grow, and when you meet this need with creative marketing, you’ll boost your brand and be relevant to a broader audience.

Snapchat

Snapchat has been making waves for most of 2015. With the combination of video and mobile taking over in 2016, Snapchat is becoming a serious contender in the social media world.  It was declared the app to pay attention to by FORTUNE in 2015. Snapchat is expected to shape the way people use technology to communicate, and “companies who see Snapchat as a toy or plaything without any real competitive advantage should probably reassess their position,” according to  social media and technology expert Mathew Ingram.

If your dealership wants to take advantage of the powerful mobile and video combination of Snapchat along with its appeal to millennials, check out our article with advice on using Snapchat to combat showrooming.

Social Selling Is Key in 2016

Instead of blindly pumping content and information out on social media platforms, brands and companies are focusing on targeting their content toward individuals, specific consumers, and certain generations. Your dealership can benefit largely from customizing the content it shares and the interactions it has based on customers’ specific needs.

It’s also key to get your employees involved in social selling for your dealership. 79% of salespeople who use social media outsell their peers, and 65% of buyers feel vendor content had an impact on their final purchase decisions. Gamification is a great way to get your employees involved, sharing, and ultimately earning more for themselves and your dealership.

Social Media Platforms You’ll Want to Keep

As predicted, several of the large, traffic-driving social media platforms will remain relevant in 2016. The platforms you’ll want to continue using are Facebook, Twitter, and LinkedIn, primarily. A couple additional platforms your dealership may want to consider utilizing, if it doesn’t already, are Instagram and Pinterest.

Each of these social media platforms and 2016 trends can be powerful tools to help your dealership connect with consumers and provide relevant content that gains more attention, followers, and in turn, customers. The platforms staying relevant in 2016 continue to rise in the social media world, and this year’s upcoming and current trends will benefit your dealership and help you boost sales as you continue to grow your audience and reach out to new consumers.

We’re millennials, and we have the world at our fingertips, quite literally. We’re not great at waiting for anything, and if we don’t have to, we won’t. We like to keep our options open, and we’re not afraid to explore new brands, updated styles, and fresh trends; and we’ll always find what works best for us.  We love to be involved, and we love to be connected.  And just as important is the fact that we really, really appreciate businesses that make us feel like we’re part of the process, like we’ve done our research (because we have!), and like we’re getting the best deal in a marketplace that’s full of pitches and over-the-top offers.

Car shopping is an experience for us, so when we’re ready to buy, we’re on the lookout for a dealership that’s not only got our best interests at heart, but is also able to meet a whole list of criteria we consider pretty important.  Millennials make up 27% of new car sales, so we’re definitely in the market, and our demand for vehicles is growing.

There are several opportunities for dealerships when it comes to selling to millennials, and by pinpointing exactly what drives this target market, sales professionals will be better able to provide solutions that meet shopper needs while boosting sales in the process.

So, What Exactly Are Millennials Looking For?

Millennials are interested in experiences, rather than simply buying things.  That’s not to say millennials aren’t buying; they are.  However, businesses that invest more of their time and make an effort to get to know millennials are more likely to be able to provide a better overall brand experience.  When you guide your dealership toward maximizing the consumer experience for a specific demographic—in this instance, millennials—you’ll be better able to create lasting relationships and drive sales.  To capture the attention of your millennial market, focus on these tips:

Respond quickly. Millennials are a fast-moving demographic, and waiting simply isn’t a favorite activity.  The more quickly you are able to respond to calls, emails, or posts on social media, the more likely it is you’ll gain our attention.  We love to do online research, and we’re likely to reach out to several businesses before purchasing, so those who respond in a timely manner with reliable information are, more often than not, the ones who will gain our business.

Give your best offer. Millennials are researchers and comparison shoppers by nature.  We like to know we’re getting the best deal available, so if you’re able to top a competitor’s offer or throw in perks, you’re on the way to winning us over.  Be sure we know about dealership specials and offers that make you stand out above the crowd, and be sure to keep your online information updated with what’s going on—because that’s likely where we’ll check.

Be available and accessible. We’re technologically adept, and we love our mobile devices—which means we’ll look for your dealership online and on social platforms.  If we can’t find you online, on Facebook, Twitter, or otherwise, you’re running the risk we’ll discover your competitors instead.  When you empower us to answer our own questions by providing an easily accessible website and great online content, you’re creating a valuable connection with us.  And by posting and interacting on social media, you’re be sharing your brand personality, which allows us to feel more connected and secure when purchasing from you.

Show character. We gravitate toward businesses that are unique and original, so when your dealership finds a creative way to stand out and get our attention, it will pay off.  Businesses that are authentic, as well as adept at getting to the point in inventive ways will both earn our trust and spark our interest.  Show your dealership’s true colors and let us get to know your brand personality.  We’ll feel more connected, and we’ll be more willing to form a relationship and purchase from you.

Get to know us. It’s the same for every generation: the little things end up being the BIG things.  When you let us know you recognize us and you’re interested in what we’re really looking for, it goes a long way toward earning our trust.  Do your best to remember names, learn about our past purchases, and show an interest in why we’re looking to purchase whatever vehicle we’re currently looking at.  When we stand out in your eyes, we’ll feel like you’re truly invested in helping us though our buyer journey.

In the end, appealing to millennials isn’t too tough. We may seem like a complex generation, but when you get to know us, you’ll see we appreciate a lot of the same things every consumer wants.  We’re on the lookout for authenticity and uniqueness, and we love businesses that empower us to utilize our online skills to enhance our consumer experience.  When dealerships partner with us and facilitate the purchasing or lease process, they’ll gain our trust and loyalty!

Sincerely,

​The Millennials

We’re millennials, and we have the world at our fingertips, quite literally. We’re not great at waiting for anything, and if we don’t have to, we won’t. We like to keep our options open, and we’re not afraid to explore new brands, updated styles, and fresh trends; and we’ll always find what works best for us.  We love to be involved, and we love to be connected.  And just as important is the fact that we really, really appreciate businesses that make us feel like we’re part of the process, like we’ve done our research (because we have!), and like we’re getting the best deal in a marketplace that’s full of pitches and over-the-top offers.

Car shopping is an experience for us, so when we’re ready to buy, we’re on the lookout for a dealership that’s not only got our best interests at heart, but is also able to meet a whole list of criteria we consider pretty important.  Millennials make up 27% of new car sales, so we’re definitely in the market, and our demand for vehicles is growing.

There are several opportunities for dealerships when it comes to selling to millennials, and by pinpointing exactly what drives this target market, sales professionals will be better able to provide solutions that meet shopper needs while boosting sales in the process.

So, What Exactly Are Millennials Looking For?

Millennials are interested in experiences, rather than simply buying things.  That’s not to say millennials aren’t buying; they are.  However, businesses that invest more of their time and make an effort to get to know millennials are more likely to be able to provide a better overall brand experience.  When you guide your dealership toward maximizing the consumer experience for a specific demographic—in this instance, millennials—you’ll be better able to create lasting relationships and drive sales.  To capture the attention of your millennial market, focus on these tips:

Respond quickly. Millennials are a fast-moving demographic, and waiting simply isn’t a favorite activity.  The more quickly you are able to respond to calls, emails, or posts on social media, the more likely it is you’ll gain our attention.  We love to do online research, and we’re likely to reach out to several businesses before purchasing, so those who respond in a timely manner with reliable information are, more often than not, the ones who will gain our business.

Give your best offer. Millennials are researchers and comparison shoppers by nature.  We like to know we’re getting the best deal available, so if you’re able to top a competitor’s offer or throw in perks, you’re on the way to winning us over.  Be sure we know about dealership specials and offers that make you stand out above the crowd, and be sure to keep your online information updated with what’s going on—because that’s likely where we’ll check.

Be available and accessible. We’re technologically adept, and we love our mobile devices—which means we’ll look for your dealership online and on social platforms.  If we can’t find you online, on Facebook, Twitter, or otherwise, you’re running the risk we’ll discover your competitors instead.  When you empower us to answer our own questions by providing an easily accessible website and great online content, you’re creating a valuable connection with us.  And by posting and interacting on social media, you’re be sharing your brand personality, which allows us to feel more connected and secure when purchasing from you.

Show character. We gravitate toward businesses that are unique and original, so when your dealership finds a creative way to stand out and get our attention, it will pay off.  Businesses that are authentic, as well as adept at getting to the point in inventive ways will both earn our trust and spark our interest.  Show your dealership’s true colors and let us get to know your brand personality.  We’ll feel more connected, and we’ll be more willing to form a relationship and purchase from you.

Get to know us. It’s the same for every generation: the little things end up being the BIG things.  When you let us know you recognize us and you’re interested in what we’re really looking for, it goes a long way toward earning our trust.  Do your best to remember names, learn about our past purchases, and show an interest in why we’re looking to purchase whatever vehicle we’re currently looking at.  When we stand out in your eyes, we’ll feel like you’re truly invested in helping us though our buyer journey.

In the end, appealing to millennials isn’t too tough. We may seem like a complex generation, but when you get to know us, you’ll see we appreciate a lot of the same things every consumer wants.  We’re on the lookout for authenticity and uniqueness, and we love businesses that empower us to utilize our online skills to enhance our consumer experience.  When dealerships partner with us and facilitate the purchasing or lease process, they’ll gain our trust and loyalty!

Sincerely,

​The Millennials