There’s plenty of automotive, marketing, and advertising news to discuss after the long holiday weekend. Catch up with our latest news roundup.
Black Friday sales records, millennial auto preferences, Microsoft’s unconventional holiday campaign, and more
U.S. Nov. car sales buoyed by Black Friday deals (MarketWatch)
The combination of Black Friday deals and a positive economic outlook helped raise November car sales to new heights, with analysts predicting the highest November sales volume since 2001 and potentially a new all-time annual record. Several manufacturers saw record increases, including Fiat Chrysler Automobiles (which had its best November sales since 2000) and Nissan (which saw crossover, truck, and SUV sales rise 15% to a new record for the month).
Our take: We’re seeing a number of favorable market conditions come together to produce one of the best environments for auto sales in years. With so much momentum, it’s more important than ever to make sure you’re not leaving money on the table. Have you maximized your marketing effectiveness?
Honda Hosts #OpenTheCheer Twitter Instant-Win Contest For Holiday Sales Event (Marketing Land)
Honda is complementing its “Happy Honda Days” end-of-year campaign with a social media-driven giveaway. The automaker is inviting users to retweet its Twitter messages featuring the #OpentheCheer hash tag in order to win Amazon gift cards or Apple Watches, and also donating $1 to the Pediatric Brain Tumor Foundation for every retweet (up to $100,000). Customers are notified of their status with a video response from Honda using Twitter’s Instant Win feature. Retweeting also enters customers into a drawing for a 2016 Honda Accord Touring.
Our take: This clever use of social media takes advantage of a specific channel’s features to provide a unique, customer-pleasing experience and incentivize engagement. While the holiday season provides plenty of opportunities to liven up your messaging, tailoring your social media to each network is a good practice to follow year-round.
Study: Millennials favor performance vehicles (The Detroit News)
MaritzCX, a customer experience technology company, has found that Ford customers age 18-34 are twice as likely to cite “fun-to-drive” as the most important reason for their vehicle purchase compared to other age groups. Ford millennial customers also favor higher fuel economy, and a larger amount (19 percent) identify as Ford loyalists than customers of other brands.
Our take: After concerns that millennials simply aren’t buying vehicles, it’s becoming clearer that customers in this age group represent a significant opportunity for automakers. Knowing millennials’ buying tendencies (as with any audience) will help you better target your campaigns and find the existing opportunities within your database.
Microsoft Makes Peace With Apple in a Holiday Stunt That’s Surprisingly Sweet (AdWeek)
Following the opening of Microsoft’s new flagship store on 5th Avenue, the company has released a holiday campaign celebrating harmony with neighbor Apple. The video features a chorus of Microsoft employees and members of a Harlem youth choir singing Jill Jackson Miller’s “Let There Be Peace On Earth”—in front of the Apple Store.
Our take: There’s a lot to love about this holiday campaign, which is now certifiably viral: a unique message, a non-product focus, and a daring approach to the competition. These qualities show just how far the right piece of content can go in turning your dealership into something that’s more than just a store, but instead a trusted partner that customers will return to again and again.
Millennials Prefer Mobile For Online Purchases (MediaPost)
The latest IAB Digital Shopping Report reveals new insights about mobile usage across different age groups. Customers age 18-34 are more likely to use their smartphone for retail activities than any other mobile device, while those age 34 and over are more likely to use a tablet. Over half of U.S. adults regularly participate in “showrooming,” or comparing prices on their mobile device while in a brick-and-mortar store. In the study, showrooming led to a purchase in a physical store 57% of the time.
Our take: While the specifics of mobile usage vary, the importance of this channel is only growing. Fully responsive websites and landing pages (like those offered by 3 Birds) ensure that your messaging can reach any user on any device, saving you time and money on additional development and creative. Contact us for more information.
It’s not too late to apply these insights to your own holiday marketing and start 2016 off on the right foot. Get more details by reaching out to us today.