Baby Boomer Marketing Strategy | Automotive Direct Mail Advertising

For most automotive dealerships, attracting and retaining customers through advertising is a major hurdle. Whether it’s mail, print, television, radio, online, or outdoors, advertising plays a crucial role in the success of your dealership. Want to reap the full benefits of your advertising efforts? You’ll need to employ diverse strategies appealing to a wide range of audiences. Baby boomers, for example, are an important customer base often forgotten in digital marketing campaigns. Born between 1946 and 1964, baby boomers in the United States are a population of approximately 76 million. And contrary to what you might think, most baby boomers are both licensed to drive and technologically adept. They also account for nearly half of all consumer spending, according to the AARP. Which means this is one particular population your dealership should be targeting. Take a look at four steps that will help you gear up your baby boomers marketing strategy.

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Use Social Media

Don’t be fooled into believing that social media is only effective with younger audiences. In fact, approximately one-third of all online social media users belong to the baby boomer generation. With profitable advertising options available on platforms like Facebook, Twitter, and LinkedIn, social media is an excellent medium for reaching out to boomers.

Quality, luxury, and safety should be priorities

Every generation looks for different automotive features. While younger consumers are all about personalization, efficiency, and technology, baby boomers are swayed by things such as quality, luxury, and safety. According to a study performed by TrueCar, many baby boomers are now beginning to purchase their dream cars. Dealerships should place emphasis on high-quality, luxury vehicles that offer premium safety features.

Be Mobile

Mobile digital media usage in the United States is at an all-time high, currently 51 percent compared to 42 percent for desktop use. When you consider that approximately 89 percent of baby boomers own a smartphone, it’s easy to see that developing a mobile advertising strategy is vital. Boomers spend a minimum of 4.4 hours per week utilizing their smartphones, which means mobile media should be an important focus of any advertising campaign.

Go Where the Action Is

When designing a campaign focused on baby boomers, it’s important to meet them where they are. Boomers spend their time-consuming content from magazine and newspaper websites and shopping for necessary items. By understanding this generation’s online preferences and habits, automotive marketers can more easily pinpoint how and where to advertise.

With experience in over 30 markets all over the United States, the DeAngelis Automotive Advertising Agency is a full-service advertising firm catering to car dealerships. We build your advertising campaign completely from the ground up. Our talented and innovative minds offer you the latest and greatest in advertising services to drive sales and traffic straight to your dealership. For more information about gearing up your baby boomers marketing strategy, give us a call or log on to today!

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