First we must define the term. Millennials are grouped as being born “in 1982 and approximately the 20 years thereafter”. Millennials are likely to do business and associate themselves with brands that are authentic and recognize they shouldn’t be selling at them, but rather to them in a more customizable way. The experience is now as important if not more important than the product.
In this generation, interactions that show the that a company is willing to put in the effort to form a relationship with a “single” consumer will always win. We mark single in quotations because it often means a smaller, more targeted audience. For example, instead of grouping college grads and young mothers, we turn the groupings into college graduates with an interest in going for higher degree, who play sports and like using iPhone instead of android. Yes, in doing this we eliminate the marketing to those android users but instead focus on giving a specific group what they are looking for. Thus in turn showing the rest of your audience that you are flexible, focused and listen enough to give anyone else, in any other circumstances a customizable experience in your dealership.
“ every dealership can push ads- and every salesperson can push cars-but it takes something more to reach today’s shoppers.”