Generation Z : Digital Natives 

Understanding Why the Youngest Car-Buying Generation is so Important

You’ve heard quite a bit about millennials, Gen Xers, and earlier generations. Now it’s time for Generation Z to get some time in the spotlight. Gen Z is generally made up of individuals born between the years of 1995-2012, and for automotive dealerships, that means this generation is just barely starting to scrape the surface of buying. However, they are a group to watch for several reasons, not the least of which is the fact that they’re known as “true digital natives” and adept researchers.

Although they’re the youngest to join the car-buying population, Generation Z is important for many of the emerging issues they bring to light in the marketplace. Topping out at approximately age 22, these consumers are the up-and-coming buyers, and they already have some serious economic say-so:

• Generation Z is the fastest growing consumer group in the world.
• They already have $44 billion in spending power, and this amount continues to grow and Gen Z grows up. From babysitting jobs to big-kid jobs, what they earn continues to increase.
• By 2020, Generation Z will make up 40% of the population in the world’s largest markets, including the U.S., Europe, and China.
• Gen Z car-buyers are more frugal than previous generations, paying close attention to things like fuel economy, overall price, and how they can get the most value for their money. With many younger buyers opting for smaller, more economical vehicles, a recent survey confirms their economic responsibility.

The A to Z on Generation Z

When it comes to getting to know consumers, smart dealerships are already looking toward the youngest generation of car-buyers. You can make great strides toward earning the trust and loyalty of Gen Z when you take the time to really get to know what makes them tick:

1. Gen Z shoppers are impressive researchers and self-educators. Using their mobile devices, they do a hefty amount of product research before purchasing. Your dealership can win with this audience by providing quality educational content rather than overtly selling to them.
2. More careful in the ways they spend their money, Generation Z has watched their parents struggle through recession and concerns about investments and saving money. With this knowledge, dealerships can work to ensure Gen Z shoppers of the value and longevity of their purchases, as well as the benefits of service packages and maintenance benefits.
3. Generation Z is the most multicultural and diverse of any generation to date. For your dealership, this means expanding and stretching even more in the areas of multicultural marketing and ensuring your messaging reaches a broad audience.
4. Known for being realists, this generation wants to see marketing that speaks more toward the reality of life, rather than The American Dream. Dealerships with messages that engage the independent spirit and entrepreneurialism of Gen Z shoppers will do well when sharing their brand.
5. Gen Z is more comfortable than anyone in the online and virtual world. Keep in mind that for these consumers, the internet and online shopping has always existed, however they don’t use the internet in the same way as previous generations. If you want to reach Gen Z, your dealership should provide quick messages with plenty of visuals; and instead of telling all about yourself, be ready to start a conversation and interact with consumers.
6. These shoppers almost always require convenience when making purchases. Everything from product features to shipping to ordering ease is expected, and they will seek these out in the marketplace. Dealerships looking for success with this generation, should focus on ways to offer up convenience, both in the buying process and in service and maintenance areas.
7. Even more mobile-savvy than previous generations, Generation Z can be seen using multiple devices to shop, research, and share information. Keep this in mind as your dealership markets to these shoppers. They have grown up with these devices and expect convenience, so be sure to provide solutions that are mobile-friendly, easily accessible, and fast.

Generation Z has a lot to offer and quite a bit of buying power behind them. Simply by getting to know them and learning what they like and expect in the marketplace, your dealership will be positioning itself to win with the newest generation of automobile shoppers.

The image used in this post was provided by freedigitalphotos.net.

Generation Z : Digital Natives 

Understanding Why the Youngest Car-Buying Generation is so Important

You’ve heard quite a bit about millennials, Gen Xers, and earlier generations. Now it’s time for Generation Z to get some time in the spotlight. Gen Z is generally made up of individuals born between the years of 1995-2012, and for automotive dealerships, that means this generation is just barely starting to scrape the surface of buying. However, they are a group to watch for several reasons, not the least of which is the fact that they’re known as “true digital natives” and adept researchers.

Although they’re the youngest to join the car-buying population, Generation Z is important for many of the emerging issues they bring to light in the marketplace. Topping out at approximately age 22, these consumers are the up-and-coming buyers, and they already have some serious economic say-so:

• Generation Z is the fastest growing consumer group in the world.
• They already have $44 billion in spending power, and this amount continues to grow and Gen Z grows up. From babysitting jobs to big-kid jobs, what they earn continues to increase.
• By 2020, Generation Z will make up 40% of the population in the world’s largest markets, including the U.S., Europe, and China.
• Gen Z car-buyers are more frugal than previous generations, paying close attention to things like fuel economy, overall price, and how they can get the most value for their money. With many younger buyers opting for smaller, more economical vehicles, a recent survey confirms their economic responsibility.

The A to Z on Generation Z

When it comes to getting to know consumers, smart dealerships are already looking toward the youngest generation of car-buyers. You can make great strides toward earning the trust and loyalty of Gen Z when you take the time to really get to know what makes them tick:

1. Gen Z shoppers are impressive researchers and self-educators. Using their mobile devices, they do a hefty amount of product research before purchasing. Your dealership can win with this audience by providing quality educational content rather than overtly selling to them.
2. More careful in the ways they spend their money, Generation Z has watched their parents struggle through recession and concerns about investments and saving money. With this knowledge, dealerships can work to ensure Gen Z shoppers of the value and longevity of their purchases, as well as the benefits of service packages and maintenance benefits.
3. Generation Z is the most multicultural and diverse of any generation to date. For your dealership, this means expanding and stretching even more in the areas of multicultural marketing and ensuring your messaging reaches a broad audience.
4. Known for being realists, this generation wants to see marketing that speaks more toward the reality of life, rather than The American Dream. Dealerships with messages that engage the independent spirit and entrepreneurialism of Gen Z shoppers will do well when sharing their brand.
5. Gen Z is more comfortable than anyone in the online and virtual world. Keep in mind that for these consumers, the internet and online shopping has always existed, however they don’t use the internet in the same way as previous generations. If you want to reach Gen Z, your dealership should provide quick messages with plenty of visuals; and instead of telling all about yourself, be ready to start a conversation and interact with consumers.
6. These shoppers almost always require convenience when making purchases. Everything from product features to shipping to ordering ease is expected, and they will seek these out in the marketplace. Dealerships looking for success with this generation, should focus on ways to offer up convenience, both in the buying process and in service and maintenance areas.
7. Even more mobile-savvy than previous generations, Generation Z can be seen using multiple devices to shop, research, and share information. Keep this in mind as your dealership markets to these shoppers. They have grown up with these devices and expect convenience, so be sure to provide solutions that are mobile-friendly, easily accessible, and fast.

Generation Z has a lot to offer and quite a bit of buying power behind them. Simply by getting to know them and learning what they like and expect in the marketplace, your dealership will be positioning itself to win with the newest generation of automobile shoppers.

The image used in this post was provided by freedigitalphotos.net.

News for the Week of November 2

Google Play Music Introduces Podcasts

Google recently introduced a podcast portal which allows podcasters to upload their shows to Google Play Music. According to Google, contextual recommendations will be offered to users, guiding them toward podcasts based upon their interests and what they’re currently doing. Although the exact date podcasts will be available has not been released, Google is working to add several podcasters to its lineup to meet the needs of a wide range of listeners. Over a dozen podcasts and networks such as HBO, Nerdist, and StartTalk Radio are already committed to participating in the service. Dealerships looking to expand their networks and provide up-to-the-minute news and industry information should keep this new functionality in mind. Loop customers in and boost your credibility by providing links to other credible and fun sources as they become available.

Twitter Brand Hub

Twitter Brand Hub hits the social media scene, offering a new analytics tool for advertisers who want to quickly understand their audiences, conversion shares, and conversations relating to their brands. A real-time tool, Brand Hub provides a way for businesses to gauge Twitter interaction and take actionable steps to increase consumer engagement. Key components of Brand Hub include TrueVoice, a metric that helps advertisers track conversion; audience view, which displays insights about those actively engaging via Twitter; and conversation details, which help brands understand how they are being discussed on Twitter. Large- and medium-sized businesses in English-speaking countries are already taking advantage of Twitter Brand Hub. For dealerships with a healthy online presence, Twitter is a great place to be, and it’s smart to focus on your analytics to better understand consumer interaction with your brand. In addition to providing quality content, be sure to measure exactly how people are engaging with you so that you are able to tweak your messaging to suit their needs.

Snapchat Introduces Video Filters

Video filters are the latest and greatest from Snapchat. Known as Speed Modifiers, these filters allow users to add slow motion, fast-forward, or rewind effects to videos and apply them to their snaps. Simply by swiping sideways after shooting a video, filters can be added, allowing for a more creative user experience. This new feature is available for iOS and Android. Additionally, Snapchat added 3D touch capability for iPhone 6S and 6S+, allowing users to quickly send a snap or add a friend. Dealerships that create video content for consumers can now think about creative and fun ways to present event recaps, promo announcements, and anything else that comes to mind. Remember, video and images catch consumer attention, so be sure to use new technology to your advantage to reach a variety of shoppers.

Facebook Notification Tab Update

With an expanded, personalized notifications tab, Facebook continues to enhance its user capabilities. After receiving feedback that users wanted more important information added to the tab, Facebook went to work. Along with notifications, users are now able to see friends’ milestones like birthdays and life events; sports scores and TV reminders, based on Pages that have been liked; and upcoming events that have been joined. Users are also able to add optional information by enabling Location History. Option information that can be added includes things like what’s happening in and around the city, weather updates, current movies, and nearby restaurants. This newest update from Facebook will not change users’ current notification settings, which can still be adjusted at any time by visiting Settings. Dealerships can utilize this newest Facebook capability and get to know their closest customers and followers even more. By interacting and showing an interest in what’s going on around town, sharing upcoming events, and cheering for your favorite sports teams alongside your customers, you’ll build a rapport that lasts.

Twitter Increases Follower Limits

Previously, follower limits on Twitter capped at 2,000 users. That number has now been raised to 5,000. Twitter has a policy of monitoring all accounts for aggressive following to ensure reasonable usage, rather than indiscriminate following simply to garner attention. Since Twitter is only on the lookout for those following and unfollowing hundreds of accounts in a single day or using automated methods to follow users, most normal users will be fine with the cap of 5,000 accounts. Remember, dealerships working to reach consumers across multiple platforms should consider posting meaningful content on Twitter that directs shoppers back to their blogs or websites for more information. Twitter is a great social network site and can help your dealership gain traction in an increasingly mobile and social world.

Social Media Tip of the Week—Ring in the Holidays With Content That Sells

For most of us, the holidays seem to arrive faster every year. And it’s no different for dealerships; the holidays will be here before we know it! There are several ways your dealership can get a jump on this time of year and let potential customers know you’re a veritable winter wonderland of deals, dependability, and industry expertise. Check out our secret holiday recipe for success to deliver cheer to all your customers this season:

Start early. 42% of Americans start holiday shopping in November. With a large purchase like a vehicle, you’ll want to start early and remain constant throughout the holidays in order to reach consumers who may be in-market. Remember, the holidays are a constant barrage of ads and information, and you need to stand apart and stay steady in your approach.

Less is more. The holidays are filled with emails, catalogs, flyers…and then more emails. Choose your content wisely, and send out only the best. Give your consumers a break by selectively sending emails instead of overwhelming them this season. You’ll still stand out from the crowd, and they’ll appreciate you for not jamming their email in-boxes.

Think strategically. Look ahead on the calendar and decide which days you want shoppers to view your email. For example, this year Black Friday is on November 27. If that’s a day you’ll be running great specials, be sure to get in on the Black Friday frenzy in plenty of time. In 2014, auto dealerships saw their fair chunk of Black Friday sales, with some analysts attributing the decline in mall shopping to the great automotive shopping opportunities that were available. Automotive sales in November 2014 hit a seasonally adjusted annual rate (SAAR) of 17.1 million light vehicles.

Mobile is merry. It’s true any time of the year, but especially during the holidays, people are on the go, so it’s important to be sure your content and messaging is mobile-friendly. You don’t want to find your dealership on the delete list simply because your message isn’t readable. Adobe expects this to be the first year mobile will drive the majority of online shopping visits, hitting 51% on Thanksgiving Day, when it will account for nearly 1/3 of sales. That’s a 12% increase over last year—which means mobile is going to continue to be an integral part of your business.

Suggestion sells. You will certainly sell some cars over the holidays, but what about the customers who aren’t in the market to buy a vehicle? A gift card for an oil change would be the perfect gift for a teen driver! By suggesting ways your customers can give service department gifts, you’ll not only get more business, you could also gain potential future customers.

Ring in the new year. Focus on finishing the holidays strong throughout your dealership—and then remember to follow up with ALL your new and existing customers after the holiday glitter has settled. The key to building and maintaining your customer base is creating lasting relationships, so don’t forget to check in with those who shopped with you during the holidays.

When you jump in early and stay focused on your consumers throughout the season, you’ll be sure to have a very merry holiday. Focus on delivering quality content that inspires shoppers to learn about your products and services, and give them great reasons to seek out your dealership for professional customer care and even some great gifting ideas!

The image used in this post was provided by freedigitalphotos.net.

News for the Week of November 2

Google Play Music Introduces Podcasts

Google recently introduced a podcast portal which allows podcasters to upload their shows to Google Play Music. According to Google, contextual recommendations will be offered to users, guiding them toward podcasts based upon their interests and what they’re currently doing. Although the exact date podcasts will be available has not been released, Google is working to add several podcasters to its lineup to meet the needs of a wide range of listeners. Over a dozen podcasts and networks such as HBO, Nerdist, and StartTalk Radio are already committed to participating in the service. Dealerships looking to expand their networks and provide up-to-the-minute news and industry information should keep this new functionality in mind. Loop customers in and boost your credibility by providing links to other credible and fun sources as they become available.

Twitter Brand Hub

Twitter Brand Hub hits the social media scene, offering a new analytics tool for advertisers who want to quickly understand their audiences, conversion shares, and conversations relating to their brands. A real-time tool, Brand Hub provides a way for businesses to gauge Twitter interaction and take actionable steps to increase consumer engagement. Key components of Brand Hub include TrueVoice, a metric that helps advertisers track conversion; audience view, which displays insights about those actively engaging via Twitter; and conversation details, which help brands understand how they are being discussed on Twitter. Large- and medium-sized businesses in English-speaking countries are already taking advantage of Twitter Brand Hub. For dealerships with a healthy online presence, Twitter is a great place to be, and it’s smart to focus on your analytics to better understand consumer interaction with your brand. In addition to providing quality content, be sure to measure exactly how people are engaging with you so that you are able to tweak your messaging to suit their needs.

Snapchat Introduces Video Filters

Video filters are the latest and greatest from Snapchat. Known as Speed Modifiers, these filters allow users to add slow motion, fast-forward, or rewind effects to videos and apply them to their snaps. Simply by swiping sideways after shooting a video, filters can be added, allowing for a more creative user experience. This new feature is available for iOS and Android. Additionally, Snapchat added 3D touch capability for iPhone 6S and 6S+, allowing users to quickly send a snap or add a friend. Dealerships that create video content for consumers can now think about creative and fun ways to present event recaps, promo announcements, and anything else that comes to mind. Remember, video and images catch consumer attention, so be sure to use new technology to your advantage to reach a variety of shoppers.

Facebook Notification Tab Update

With an expanded, personalized notifications tab, Facebook continues to enhance its user capabilities. After receiving feedback that users wanted more important information added to the tab, Facebook went to work. Along with notifications, users are now able to see friends’ milestones like birthdays and life events; sports scores and TV reminders, based on Pages that have been liked; and upcoming events that have been joined. Users are also able to add optional information by enabling Location History. Option information that can be added includes things like what’s happening in and around the city, weather updates, current movies, and nearby restaurants. This newest update from Facebook will not change users’ current notification settings, which can still be adjusted at any time by visiting Settings. Dealerships can utilize this newest Facebook capability and get to know their closest customers and followers even more. By interacting and showing an interest in what’s going on around town, sharing upcoming events, and cheering for your favorite sports teams alongside your customers, you’ll build a rapport that lasts.

Twitter Increases Follower Limits

Previously, follower limits on Twitter capped at 2,000 users. That number has now been raised to 5,000. Twitter has a policy of monitoring all accounts for aggressive following to ensure reasonable usage, rather than indiscriminate following simply to garner attention. Since Twitter is only on the lookout for those following and unfollowing hundreds of accounts in a single day or using automated methods to follow users, most normal users will be fine with the cap of 5,000 accounts. Remember, dealerships working to reach consumers across multiple platforms should consider posting meaningful content on Twitter that directs shoppers back to their blogs or websites for more information. Twitter is a great social network site and can help your dealership gain traction in an increasingly mobile and social world.

Social Media Tip of the Week—Ring in the Holidays With Content That Sells

For most of us, the holidays seem to arrive faster every year. And it’s no different for dealerships; the holidays will be here before we know it! There are several ways your dealership can get a jump on this time of year and let potential customers know you’re a veritable winter wonderland of deals, dependability, and industry expertise. Check out our secret holiday recipe for success to deliver cheer to all your customers this season:

Start early. 42% of Americans start holiday shopping in November. With a large purchase like a vehicle, you’ll want to start early and remain constant throughout the holidays in order to reach consumers who may be in-market. Remember, the holidays are a constant barrage of ads and information, and you need to stand apart and stay steady in your approach.

Less is more. The holidays are filled with emails, catalogs, flyers…and then more emails. Choose your content wisely, and send out only the best. Give your consumers a break by selectively sending emails instead of overwhelming them this season. You’ll still stand out from the crowd, and they’ll appreciate you for not jamming their email in-boxes.

Think strategically. Look ahead on the calendar and decide which days you want shoppers to view your email. For example, this year Black Friday is on November 27. If that’s a day you’ll be running great specials, be sure to get in on the Black Friday frenzy in plenty of time. In 2014, auto dealerships saw their fair chunk of Black Friday sales, with some analysts attributing the decline in mall shopping to the great automotive shopping opportunities that were available. Automotive sales in November 2014 hit a seasonally adjusted annual rate (SAAR) of 17.1 million light vehicles.

Mobile is merry. It’s true any time of the year, but especially during the holidays, people are on the go, so it’s important to be sure your content and messaging is mobile-friendly. You don’t want to find your dealership on the delete list simply because your message isn’t readable. Adobe expects this to be the first year mobile will drive the majority of online shopping visits, hitting 51% on Thanksgiving Day, when it will account for nearly 1/3 of sales. That’s a 12% increase over last year—which means mobile is going to continue to be an integral part of your business.

Suggestion sells. You will certainly sell some cars over the holidays, but what about the customers who aren’t in the market to buy a vehicle? A gift card for an oil change would be the perfect gift for a teen driver! By suggesting ways your customers can give service department gifts, you’ll not only get more business, you could also gain potential future customers.

Ring in the new year. Focus on finishing the holidays strong throughout your dealership—and then remember to follow up with ALL your new and existing customers after the holiday glitter has settled. The key to building and maintaining your customer base is creating lasting relationships, so don’t forget to check in with those who shopped with you during the holidays.

When you jump in early and stay focused on your consumers throughout the season, you’ll be sure to have a very merry holiday. Focus on delivering quality content that inspires shoppers to learn about your products and services, and give them great reasons to seek out your dealership for professional customer care and even some great gifting ideas!

The image used in this post was provided by freedigitalphotos.net.

How Well Do You Know Your Consumers? 

Do you know their likes, dislikes, what content they’re most likely to engage with? If you don’t, you should. Knowing your consumers is the first step toward turning them into customers who will return time and again to your dealership. Whether you know it or not, consumers have been talking, and there are some things they’d like business owners to know. Some of their revelations may surprise you, but all of them are things you can immediately turn into actionable items in order to make your dealership their go-to automotive destination:

1. Quality and attitude are more important that speed. Although today’s shoppers are focused on immediate-gratification in the marketplace, speed doesn’t count as much as ensuring the service they receive is high quality and delivered with a great attitude. 44%of U.S. consumers will take their business elsewhere if they receive poor customer service, a statistic that fuels the importance of this shopper standard.
2. Shoppers know what they are looking for—and they are doing research to make sure they get it. Automotive consumers are looking for some very specific things when they are in-market, and a recent J.D. Power Autoshopper study tells us 96% of all automotive internet users do online research before buying. Today’s shoppers want to be an integral part of the process from beginning to end, and dealerships that recognize this and work to facilitate information gathering will get ahead and gain loyalty.
3. Shoppers want to save, but they don’t want to look cheap. It’s one thing to be a savvy shopper, but it’s quite another to come off being cheap. Give shoppers great ways to save without making them look like they’re cutting corners and skimping on important items. Think about ways you can ensure they know about deals and incentives; this way, they won’t feel the need to haggle down to the penny. Keep in mind, if shoppers come to you with the goal of finding the safest family vehicle, your best approach may not be pushing the “cheap” message. Value and savings will win, but be sure to show a well-rounded choice that highlights their original intent of landing a safe and reliable family vehicle.
4. Time is an important commodity. Time is something everyone is short on in today’sbusy world, so it’s important that while you build up all the other reasons to shop at your dealership, you also remind consumers the time they spend with you is time well-spent. Sure, the car-buying process is lengthy, and maintenance often takes a while, but strive to find ways to enhance the time customers spend in your dealership—and they’ll be happier to be there. Provide them with a comfortable waiting area, engaging and updated reading material, interactive technology that provides unique content, a great wifi connection, and other amenities; their stay in your dealership will be much more pleasant when you show you value their time.
5. Everyone likes (good) surprises. It’s easy for shoppers to become overwhelmed with all the information they’re trying to absorb while in the dealership, so don’t feel like you have to let them in on everything all at once. Save a few small surprises for later, and you’ll end up shining in their eyes. For example, if you’re planning on throwing in a free oil change, surprise them with that when they show up for the service. Or if you’re planning on offering lifetime car washes, add that onto the end of individual sales as bonuses, and customers will be pleasantly surprised.
6. Your customers want to be remembered. It doesn’t take a lot of time out of your day to add some extra touches to your sales routine and let customers know you’ve remembered them personally. For example, instead of sending form letters or emails, take the time to send individual correspondence to those who have visited your dealership. Potential customers will feel important to you and relevant to your business when you take the time to let them know you remember them.
7. No one outgrows “Once upon a time.” Storytelling is proven to resonate with consumers, so don’t be afraid to make stories a large part of your content. Stories stick with people and make it easier to persuade, and for that reason, storytelling is a key component of selling. In fact, a whopping 92% of consumers say they would rather brands make ads feel like stories, rather than straight informational ads. Find ways to tell stories that convey your brand’s beliefs, experiences, and dedication to consumers. Not only will stories stick with potential customers, but they’ll also serve as compelling reasons to share your brand with others.
8. Shoppers like the personal touch. What can your dealership do to stand out from the rest? For example, there are car washes people can simply drive through; and then there are the car washes that hand out the damp towlettes as an added bonus to allow drivers to clean out the inside of their vehicles as they roll through the wash. Think of ways your dealership can separate itself from the pack by providing over-the-top service and extras. Do you offer free coffee? How about upgrading to one of the new select-your-own-brew machines? The small upgrades don’t cost your dealership a lot, but they are definitely noticed by consumers.
9. You don’t have to buy their love. It doesn’t take a fortune to get consumers’ attention and respect. The small things often add up even more than the large, expensive things, and while customers appreciate the amenities, they also appreciate the small favors. For example, if no one else is in the waiting room and a customer is waiting with a small child, why not change the TV channel to cartoons in order to help out the mom? Other things like ensuring you have up-to-date magazines, clean restrooms, and plenty of coffee cups are simple reminders that your customers are a priority.
10. Loyalty programs should be less difficult than rocket science. Most shoppers can likely count up to a dozen plastic loyalty FOBs on their keychains, and that’s because we love loyalty programs. However, there’s a catch. They need to be simple enough and attainable enough to actually pay off. In addition, programs need to emotionally connect with consumers. Failing this, they simply won’t catch on. This aspect of customer retention is important, because according to Gartner Group, 80% of companies’ future revenue will come from just 20% of existing customers. Work to create loyalty programs that are easy to understand, fun to participate in, and that have attainable payoffs.

With 10 simple insights, your dealership is that much closer to delivering exactly the consumer experience that will bring shoppers back time and again. You’ll end up with more loyal customers, and you’ll also have shoppers who are excited to share what’s going on at your dealership. When you implement changes and show you’re truly paying attention to the things shoppers are saying, you’ll stand out as a business that cares about its customers and wants to create a successful brand story. 

Image used in this post courtesy of freedigitalphotos.net.

How Well Do You Know Your Consumers? 

Do you know their likes, dislikes, what content they’re most likely to engage with? If you don’t, you should. Knowing your consumers is the first step toward turning them into customers who will return time and again to your dealership. Whether you know it or not, consumers have been talking, and there are some things they’d like business owners to know. Some of their revelations may surprise you, but all of them are things you can immediately turn into actionable items in order to make your dealership their go-to automotive destination:

1. Quality and attitude are more important that speed. Although today’s shoppers are focused on immediate-gratification in the marketplace, speed doesn’t count as much as ensuring the service they receive is high quality and delivered with a great attitude. 44%of U.S. consumers will take their business elsewhere if they receive poor customer service, a statistic that fuels the importance of this shopper standard.
2. Shoppers know what they are looking for—and they are doing research to make sure they get it. Automotive consumers are looking for some very specific things when they are in-market, and a recent J.D. Power Autoshopper study tells us 96% of all automotive internet users do online research before buying. Today’s shoppers want to be an integral part of the process from beginning to end, and dealerships that recognize this and work to facilitate information gathering will get ahead and gain loyalty.
3. Shoppers want to save, but they don’t want to look cheap. It’s one thing to be a savvy shopper, but it’s quite another to come off being cheap. Give shoppers great ways to save without making them look like they’re cutting corners and skimping on important items. Think about ways you can ensure they know about deals and incentives; this way, they won’t feel the need to haggle down to the penny. Keep in mind, if shoppers come to you with the goal of finding the safest family vehicle, your best approach may not be pushing the “cheap” message. Value and savings will win, but be sure to show a well-rounded choice that highlights their original intent of landing a safe and reliable family vehicle.
4. Time is an important commodity. Time is something everyone is short on in today’sbusy world, so it’s important that while you build up all the other reasons to shop at your dealership, you also remind consumers the time they spend with you is time well-spent. Sure, the car-buying process is lengthy, and maintenance often takes a while, but strive to find ways to enhance the time customers spend in your dealership—and they’ll be happier to be there. Provide them with a comfortable waiting area, engaging and updated reading material, interactive technology that provides unique content, a great wifi connection, and other amenities; their stay in your dealership will be much more pleasant when you show you value their time.
5. Everyone likes (good) surprises. It’s easy for shoppers to become overwhelmed with all the information they’re trying to absorb while in the dealership, so don’t feel like you have to let them in on everything all at once. Save a few small surprises for later, and you’ll end up shining in their eyes. For example, if you’re planning on throwing in a free oil change, surprise them with that when they show up for the service. Or if you’re planning on offering lifetime car washes, add that onto the end of individual sales as bonuses, and customers will be pleasantly surprised.
6. Your customers want to be remembered. It doesn’t take a lot of time out of your day to add some extra touches to your sales routine and let customers know you’ve remembered them personally. For example, instead of sending form letters or emails, take the time to send individual correspondence to those who have visited your dealership. Potential customers will feel important to you and relevant to your business when you take the time to let them know you remember them.
7. No one outgrows “Once upon a time.” Storytelling is proven to resonate with consumers, so don’t be afraid to make stories a large part of your content. Stories stick with people and make it easier to persuade, and for that reason, storytelling is a key component of selling. In fact, a whopping 92% of consumers say they would rather brands make ads feel like stories, rather than straight informational ads. Find ways to tell stories that convey your brand’s beliefs, experiences, and dedication to consumers. Not only will stories stick with potential customers, but they’ll also serve as compelling reasons to share your brand with others.
8. Shoppers like the personal touch. What can your dealership do to stand out from the rest? For example, there are car washes people can simply drive through; and then there are the car washes that hand out the damp towlettes as an added bonus to allow drivers to clean out the inside of their vehicles as they roll through the wash. Think of ways your dealership can separate itself from the pack by providing over-the-top service and extras. Do you offer free coffee? How about upgrading to one of the new select-your-own-brew machines? The small upgrades don’t cost your dealership a lot, but they are definitely noticed by consumers.
9. You don’t have to buy their love. It doesn’t take a fortune to get consumers’ attention and respect. The small things often add up even more than the large, expensive things, and while customers appreciate the amenities, they also appreciate the small favors. For example, if no one else is in the waiting room and a customer is waiting with a small child, why not change the TV channel to cartoons in order to help out the mom? Other things like ensuring you have up-to-date magazines, clean restrooms, and plenty of coffee cups are simple reminders that your customers are a priority.
10. Loyalty programs should be less difficult than rocket science. Most shoppers can likely count up to a dozen plastic loyalty FOBs on their keychains, and that’s because we love loyalty programs. However, there’s a catch. They need to be simple enough and attainable enough to actually pay off. In addition, programs need to emotionally connect with consumers. Failing this, they simply won’t catch on. This aspect of customer retention is important, because according to Gartner Group, 80% of companies’ future revenue will come from just 20% of existing customers. Work to create loyalty programs that are easy to understand, fun to participate in, and that have attainable payoffs.

With 10 simple insights, your dealership is that much closer to delivering exactly the consumer experience that will bring shoppers back time and again. You’ll end up with more loyal customers, and you’ll also have shoppers who are excited to share what’s going on at your dealership. When you implement changes and show you’re truly paying attention to the things shoppers are saying, you’ll stand out as a business that cares about its customers and wants to create a successful brand story. 

Image used in this post courtesy of freedigitalphotos.net.

It Was Always Burning 

How Automotive Dealerships Can Win With Today’s Consumers

There’s not a dealership around that hasn’t noticed the changes today’s consumers have brought to the marketplace. The differences between shopping trends of the past and the way people want to do business today can be seen and felt on the showroom floor and the lot in every dealership across the country. And along with these changes, there are opportunities for dealerships when it comes to reaching shoppers and engaging them. It comes down to meeting consumers where they are, providing quality customer service that recognizes modern marketplace needs, and improving sales techniques to ensure professionals are giving customers the right kind of attention.

Consumers have started a fire in the marketplace. They have created changes that businesses must keep up with in order to survive. Today’s consumers demand more efficiency, more knowledge, and more authenticity—all while seeking the best prices. When it comes to car dealerships, consumers are changing the way they are buying cars, and dealerships must make changes to accommodate for this or risk being left behind. Without changing to meet consumers with the information and customer service they are looking for, dealerships will lose out when it comes to sales and repeat business.

Trends in the Marketplace

One of the biggest and most noticeable trends is that fewer shoppers are visiting dealerships.You’ve probably noticed less foot traffic in your dealership, and while you’re still selling cars, it may be difficult to understand this latest phenomenon. According to Hans-Werner Kaas of McKinsey & Company, “This is the most dramatic change we’ve seen in the auto industry and how people buy cars in the last 50 years.” The McKinsey & Company study looked at patterns at dealerships around the world, and it confirmed this change is due to the fact that car buyers are doing a lot more of their own online research, which allows them to spend less time at dealerships. Just 10 years ago, the average buyer visited 5 dealerships, whereas now the average buyer visits only 1.6 dealerships—cutting down their facetime with in-house salespeople.

What does this mean for you? This means your dealership will have to be more prepared than ever when potential buyers walk through the door. Your salespeople will need to be customer-oriented, ready to help, and prepared with informative product details that consumers will find integral to their shopping experience. Since potential buyers are walking into your dealership more educated than ever before about the products and services you offer, you’ll need to be prepared to answer their informed questions and be ready to respond when they raise concerns or need clarification.

Shoppers are also looking for ways to save time. Once they have decided to buy a vehicle, they are looking for ways to fit the complicated process of purchasing into their busy lives. This means they’ll be looking for dealerships that are offering ways to streamline the process, making it quicker and more buyer-friendly. It’s no surprise consumers are in a hurry; after all, we live in a rushed world where we want to have everything completed yesterday. But take a moment to really think about the aversion shoppers have to car shopping. According to a recent Accenture survey of 10,000 consumers, 75% said they would like to complete their entire car-buying experience online. From financing, price negotations, and paperwork—up to home delivery of their new vehicle—most said they would prefer to avoid the dealership experience altogether. An additional Autotrader study confirmed this finding by citing only 17 consumers out of a total of 4,002 polled stated they like the buying process as it currently exists. They went on to confirm they would like to see significant changes in the vehicle purchasing process in order to benefit consumers.

Your dealership has options to make the experience more appealing to shoppers. Consider looking to examples like that being set by Scion, offering customers the option of being able to purchase a vehicle in less than two hours; or Toyota, a brand that is attempting to make buying a vehicle “Feel More Like Buying an iPad.” Additionally, AutoNation dealerships in Florida are going even further, offering customers the opportunity to purchase a vehicle in 30 minutes or less—about the time it takes to get a pizza delivered—by allowing them to do a hefty portion of paperwork and browsing online.

While your dealership may not be able to offer a 30-minutes-or-less delivery time, there are ways you can streamline the process for today’s shoppers and make your dealership a more desirable destination. Check out some of the tips below to get you on the right path toward keeping the fire going for your customers:

• Take a look at the tools you are using. Often, a simple update can make a huge difference in the way you’re able to interact and communicate with customers and employees alike. On the flip side, if you’re using antiquated messaging systems, not responding to online requests, and unaware when consumers are in the market for your products, you’ll be left behind.
• Ensure your professionals are up-to-date. Customers are walking into the dealership armed with more knowledge than ever before, and your staff needs to be prepared to answer their questions with real, immediate information, rather than sales-speak. Updated tools that offer instant access to information regarding makes and models, reviews, and comparisons will go a long way when it comes to helping your sales professionals make gains with shoppers.
• Get to the point on price. Customers are attracted by the no-haggle offers they see in various advertising formats, and additionally, today’s shoppers are attracted to authenticity and plain-speaking professionals. Offer your best deal and avoid wasting time by making several trips back and forth trying to get lower numbers.
• Be clear when it comes to service. Ensure your service professionals communicate with each other regarding time and price estimates—and then be sure this information is correcty passed along to the customer. Misunderstandings regarding wait times and billing are points of frustration for customers in the service center, and it’s important to keep these individuals coming back. They’ll be your return car-buying customers, and they’ll be the ones to refer friends and neighbors to your dealership.

It’s clear consumers are changing and the marketplace is along for the ride. Automotive dealerships that are able to change alongside their consumers and offer the best deals, the most efficient service, and the most attentive professionals will be the ones to stand out and thrive. It’s time to take a look at the tools you have to support the professionals in your dealership as well as the strategies you’ve set forth to meet consumers in a mobile marketplace. With fewer people setting foot in your dealership and with more demands being placed on your staff when shoppers are onsite, it’s essential you have what you need to let shoppers know you’re the dealership for them. 

The image used in this post was provided by freedigitalphotos.net.

It Was Always Burning 

How Automotive Dealerships Can Win With Today’s Consumers

There’s not a dealership around that hasn’t noticed the changes today’s consumers have brought to the marketplace. The differences between shopping trends of the past and the way people want to do business today can be seen and felt on the showroom floor and the lot in every dealership across the country. And along with these changes, there are opportunities for dealerships when it comes to reaching shoppers and engaging them. It comes down to meeting consumers where they are, providing quality customer service that recognizes modern marketplace needs, and improving sales techniques to ensure professionals are giving customers the right kind of attention.

Consumers have started a fire in the marketplace. They have created changes that businesses must keep up with in order to survive. Today’s consumers demand more efficiency, more knowledge, and more authenticity—all while seeking the best prices. When it comes to car dealerships, consumers are changing the way they are buying cars, and dealerships must make changes to accommodate for this or risk being left behind. Without changing to meet consumers with the information and customer service they are looking for, dealerships will lose out when it comes to sales and repeat business.

Trends in the Marketplace

One of the biggest and most noticeable trends is that fewer shoppers are visiting dealerships.You’ve probably noticed less foot traffic in your dealership, and while you’re still selling cars, it may be difficult to understand this latest phenomenon. According to Hans-Werner Kaas of McKinsey & Company, “This is the most dramatic change we’ve seen in the auto industry and how people buy cars in the last 50 years.” The McKinsey & Company study looked at patterns at dealerships around the world, and it confirmed this change is due to the fact that car buyers are doing a lot more of their own online research, which allows them to spend less time at dealerships. Just 10 years ago, the average buyer visited 5 dealerships, whereas now the average buyer visits only 1.6 dealerships—cutting down their facetime with in-house salespeople.

What does this mean for you? This means your dealership will have to be more prepared than ever when potential buyers walk through the door. Your salespeople will need to be customer-oriented, ready to help, and prepared with informative product details that consumers will find integral to their shopping experience. Since potential buyers are walking into your dealership more educated than ever before about the products and services you offer, you’ll need to be prepared to answer their informed questions and be ready to respond when they raise concerns or need clarification.

Shoppers are also looking for ways to save time. Once they have decided to buy a vehicle, they are looking for ways to fit the complicated process of purchasing into their busy lives. This means they’ll be looking for dealerships that are offering ways to streamline the process, making it quicker and more buyer-friendly. It’s no surprise consumers are in a hurry; after all, we live in a rushed world where we want to have everything completed yesterday. But take a moment to really think about the aversion shoppers have to car shopping. According to a recent Accenture survey of 10,000 consumers, 75% said they would like to complete their entire car-buying experience online. From financing, price negotations, and paperwork—up to home delivery of their new vehicle—most said they would prefer to avoid the dealership experience altogether. An additional Autotrader study confirmed this finding by citing only 17 consumers out of a total of 4,002 polled stated they like the buying process as it currently exists. They went on to confirm they would like to see significant changes in the vehicle purchasing process in order to benefit consumers.

Your dealership has options to make the experience more appealing to shoppers. Consider looking to examples like that being set by Scion, offering customers the option of being able to purchase a vehicle in less than two hours; or Toyota, a brand that is attempting to make buying a vehicle “Feel More Like Buying an iPad.” Additionally, AutoNation dealerships in Florida are going even further, offering customers the opportunity to purchase a vehicle in 30 minutes or less—about the time it takes to get a pizza delivered—by allowing them to do a hefty portion of paperwork and browsing online.

While your dealership may not be able to offer a 30-minutes-or-less delivery time, there are ways you can streamline the process for today’s shoppers and make your dealership a more desirable destination. Check out some of the tips below to get you on the right path toward keeping the fire going for your customers:

• Take a look at the tools you are using. Often, a simple update can make a huge difference in the way you’re able to interact and communicate with customers and employees alike. On the flip side, if you’re using antiquated messaging systems, not responding to online requests, and unaware when consumers are in the market for your products, you’ll be left behind.
• Ensure your professionals are up-to-date. Customers are walking into the dealership armed with more knowledge than ever before, and your staff needs to be prepared to answer their questions with real, immediate information, rather than sales-speak. Updated tools that offer instant access to information regarding makes and models, reviews, and comparisons will go a long way when it comes to helping your sales professionals make gains with shoppers.
• Get to the point on price. Customers are attracted by the no-haggle offers they see in various advertising formats, and additionally, today’s shoppers are attracted to authenticity and plain-speaking professionals. Offer your best deal and avoid wasting time by making several trips back and forth trying to get lower numbers.
• Be clear when it comes to service. Ensure your service professionals communicate with each other regarding time and price estimates—and then be sure this information is correcty passed along to the customer. Misunderstandings regarding wait times and billing are points of frustration for customers in the service center, and it’s important to keep these individuals coming back. They’ll be your return car-buying customers, and they’ll be the ones to refer friends and neighbors to your dealership.

It’s clear consumers are changing and the marketplace is along for the ride. Automotive dealerships that are able to change alongside their consumers and offer the best deals, the most efficient service, and the most attentive professionals will be the ones to stand out and thrive. It’s time to take a look at the tools you have to support the professionals in your dealership as well as the strategies you’ve set forth to meet consumers in a mobile marketplace. With fewer people setting foot in your dealership and with more demands being placed on your staff when shoppers are onsite, it’s essential you have what you need to let shoppers know you’re the dealership for them. 

The image used in this post was provided by freedigitalphotos.net.

Is Your Multicultural Marketing Strategy the Best it Can Be?

Multicultural Consumer Needs

As with every aspect of your marketing plan, when you look at multicultural marketing, it’s necessary to constantly ask yourself if you’re up to date and meeting consumer needs. Things are changing in the marketplace almost as quickly as businesses can implement strategy changes, and that’s why it’s important to keep up with trends and activities that affect your business and the way you choose to communicate with shoppers.

Strategy Makes You Strong

If you already have a multicultural marketing strategy, that puts you ahead of the game, however, according to MarketingProfs, only about half of marketers in the U.S. have plans in place to reach diverse consumer populations. The numbers of diverse and multicultural consumers continue to grow; in fact by the year 2042, it’s expected that in this country, no single ethnic group will be a majority of the population. This only serves to drive home the importance of creating quality marketing that reflects the modern lifestyles present in society today. By focusing on cultural ties, heritage, and customs—and by creating inclusive marketing strategies, companies will achieve much-needed success in our diverse marketplace.

Continual change can be expected in a growing market, and the more flexible your team is when it comes to learning about and providing for the needs of an expanding marketplace, the more growth you’ll see. As changes continue to shape the way society shops, researches, and purchases products, you’ll need to continually re-evaluate the strategy you have in place, tweaking it to meet the changing needs of your target consumers. Consumers are the voice of the marketplace, and they guide businesses toward success when it comes to what will resonate with them. They are the shoppers, the researchers, and the buyers, so it only makes sense for businesses to look toward them for guidance when it’s time to update marketing strategies.

Strengthening Your Multicultural Strategy

According to Peter Drucker, a business consultant and educator who contributed much to the foundations of modern business thought, “the aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” Marketing is, in essence, all about gaining consumer insights—even more than selling products and services. After all, the more you know about consumers’ likes, dislikes, and needs in the marketplace, the better off you’ll be when the time comes to sell your products and services.

It’s a multicultural market, and in order to be successful, businesses need to develop plans that include the increasingly diverse culture that is present in the marketplace. Instead of a one-size-fits-all marketing plan, businesses must take a look at their target audiences and formulate messages that speak directly to the people who will actually be purchasing and using their products. Otherwise, their messages will be lost in the crowd. As the marketplace continues to change, it’s imperative that businesses change along with it in order to be successful with consumers.

As your dealership looks toward a more diverse marketing plan to reach more consumers, there are several things to keep your eyes on. Earlier market predictions indicated shifts in population and demographics that will affect the way every business should look at potential shoppers.

The Hispanic population in the U.S. is growing more slowly than originally anticipated. Although still increasing at a rapid pace, the U.S. Census decreased projected population numbers for the year 2050 by 30 million. For various reasons, the number of foreign-born Hispanic consumers in the U.S. will be lower than anticipated, however, this demographic continues to grow in other ways, with U.S. births representing a majority of the population growth. For businesses, this means taking a long look at marketing strategies and taking into consideration the growing number of individuals who identify strongly with dual cultures.

Emerging Hispanic markets will be in less traditional geographical areas. Although traditional markets like Miami, Chicago, New York, and Los Angeles are still thriving markets for Hispanic consumers, look for substantial growth in the South and the Midwest. Due to population growth and a boom in job creation, a shift in population centers for Hispanic consumers and workers will also mean a shift for marketers. Businesses that haven’t traditionally seen large Hispanic consumer groups will see this change dramatically as the population continues to shift.

More influential brands are speaking Spanish in the marketplace. Brands that know the importance of being relevant and resonating with consumers have learned that language is key when making genuine connections. Not only does it make communication easier in many cases, but it also serves as a way to emotionally link individuals to their cultural backgrounds. While not every Hispanic consumer requires Spanish-language messaging, it’s beneficial for brands to provide target-language content in order to reach consumers who prefer it.

The poverty rate has declined in the Hispanic population. According to the U.S. Census Bureau’s 2014 report, the Hispanic population has seen a decrease in the poverty rate, notable especially because this is the only major racial or ethnic group with this recent outcome. Due to increased education levels, improved employment options, and the shift toward a higher percentage of U.S.-born individuals, the economic outlook for this demographic is positive. For businesses, this means an increased focus on Hispanic shoppers, who have shown to be early adopters of technology and influencers in the marketplace.

All of these factors—and more—affect the decisions your dealership will make as you move forward in an increasingly multicultural marketplace. It’s important to remember the influence of diverse shoppers on your business and work toward developing messaging that resonates and reaches them on a personal and individual level. When you include diverse consumers in your marketing efforts, you’ll be reaching a vastly larger audience that will be appreciative of the effort you put forth.

Companies that invest their time and energy in providing insightful solutions that reach the largest possible consumer audiences will end up gaining more loyal followers in the end. Work toward developing a solid strategy that integrates everyone into your brand’s efforts, goals, and values—and consumers everywhere will say ¡Gracias!

The image used in this post was provided by freedigitalphotos.net.

Is Your Multicultural Marketing Strategy the Best it Can Be?

Multicultural Consumer Needs

As with every aspect of your marketing plan, when you look at multicultural marketing, it’s necessary to constantly ask yourself if you’re up to date and meeting consumer needs. Things are changing in the marketplace almost as quickly as businesses can implement strategy changes, and that’s why it’s important to keep up with trends and activities that affect your business and the way you choose to communicate with shoppers.

Strategy Makes You Strong

If you already have a multicultural marketing strategy, that puts you ahead of the game, however, according to MarketingProfs, only about half of marketers in the U.S. have plans in place to reach diverse consumer populations. The numbers of diverse and multicultural consumers continue to grow; in fact by the year 2042, it’s expected that in this country, no single ethnic group will be a majority of the population. This only serves to drive home the importance of creating quality marketing that reflects the modern lifestyles present in society today. By focusing on cultural ties, heritage, and customs—and by creating inclusive marketing strategies, companies will achieve much-needed success in our diverse marketplace.

Continual change can be expected in a growing market, and the more flexible your team is when it comes to learning about and providing for the needs of an expanding marketplace, the more growth you’ll see. As changes continue to shape the way society shops, researches, and purchases products, you’ll need to continually re-evaluate the strategy you have in place, tweaking it to meet the changing needs of your target consumers. Consumers are the voice of the marketplace, and they guide businesses toward success when it comes to what will resonate with them. They are the shoppers, the researchers, and the buyers, so it only makes sense for businesses to look toward them for guidance when it’s time to update marketing strategies.

Strengthening Your Multicultural Strategy

According to Peter Drucker, a business consultant and educator who contributed much to the foundations of modern business thought, “the aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” Marketing is, in essence, all about gaining consumer insights—even more than selling products and services. After all, the more you know about consumers’ likes, dislikes, and needs in the marketplace, the better off you’ll be when the time comes to sell your products and services.

It’s a multicultural market, and in order to be successful, businesses need to develop plans that include the increasingly diverse culture that is present in the marketplace. Instead of a one-size-fits-all marketing plan, businesses must take a look at their target audiences and formulate messages that speak directly to the people who will actually be purchasing and using their products. Otherwise, their messages will be lost in the crowd. As the marketplace continues to change, it’s imperative that businesses change along with it in order to be successful with consumers.

As your dealership looks toward a more diverse marketing plan to reach more consumers, there are several things to keep your eyes on. Earlier market predictions indicated shifts in population and demographics that will affect the way every business should look at potential shoppers.

The Hispanic population in the U.S. is growing more slowly than originally anticipated. Although still increasing at a rapid pace, the U.S. Census decreased projected population numbers for the year 2050 by 30 million. For various reasons, the number of foreign-born Hispanic consumers in the U.S. will be lower than anticipated, however, this demographic continues to grow in other ways, with U.S. births representing a majority of the population growth. For businesses, this means taking a long look at marketing strategies and taking into consideration the growing number of individuals who identify strongly with dual cultures.

Emerging Hispanic markets will be in less traditional geographical areas. Although traditional markets like Miami, Chicago, New York, and Los Angeles are still thriving markets for Hispanic consumers, look for substantial growth in the South and the Midwest. Due to population growth and a boom in job creation, a shift in population centers for Hispanic consumers and workers will also mean a shift for marketers. Businesses that haven’t traditionally seen large Hispanic consumer groups will see this change dramatically as the population continues to shift.

More influential brands are speaking Spanish in the marketplace. Brands that know the importance of being relevant and resonating with consumers have learned that language is key when making genuine connections. Not only does it make communication easier in many cases, but it also serves as a way to emotionally link individuals to their cultural backgrounds. While not every Hispanic consumer requires Spanish-language messaging, it’s beneficial for brands to provide target-language content in order to reach consumers who prefer it.

The poverty rate has declined in the Hispanic population. According to the U.S. Census Bureau’s 2014 report, the Hispanic population has seen a decrease in the poverty rate, notable especially because this is the only major racial or ethnic group with this recent outcome. Due to increased education levels, improved employment options, and the shift toward a higher percentage of U.S.-born individuals, the economic outlook for this demographic is positive. For businesses, this means an increased focus on Hispanic shoppers, who have shown to be early adopters of technology and influencers in the marketplace.

All of these factors—and more—affect the decisions your dealership will make as you move forward in an increasingly multicultural marketplace. It’s important to remember the influence of diverse shoppers on your business and work toward developing messaging that resonates and reaches them on a personal and individual level. When you include diverse consumers in your marketing efforts, you’ll be reaching a vastly larger audience that will be appreciative of the effort you put forth.

Companies that invest their time and energy in providing insightful solutions that reach the largest possible consumer audiences will end up gaining more loyal followers in the end. Work toward developing a solid strategy that integrates everyone into your brand’s efforts, goals, and values—and consumers everywhere will say ¡Gracias!

The image used in this post was provided by freedigitalphotos.net.