Automotive marketing isn’t about a car salesperson yelling at you. Instead, today’s marketing is segmented, and here are some ways to reach those segments.
Segmentation isn’t a new concept, but some marketers have held back on providing proper segmentation in the automotive market. Using segmented automotive marketing based on various factors can help your dealership reach more potential customers than ever before. Many might think about segmenting based on vehicle interests, but how about doing so based on how people drive?
Here are some ways to reach drivers based on their driving habits.
Drivers using the highway vs. those driving locally
What would interest drivers on the highway? Some things these drivers might be interested in are highway fuel mileage, semi-autonomous highway driving features, comfort qualities, highway driving cabin noise, great places to go, and best driving tips for road trips. On the other hand, drivers who spend most of their time in their local area might be interested in city driving fuel mileage, safety alert systems, driving tips for short trips, how to combine trips, and the best small vehicles for driving in city traffic.
Drivers who spend all day behind the wheel
The increased number of stores and restaurants has created a new segment of drivers. If you’re trying to use segmented automotive marketing, reaching this group could have a lot to do with how their vehicle can perform delivery tasks more easily. Which models have enough space for the large orders? How can you get the best city fuel mileage during deliveries? Which vehicles have the lowest maintenance costs? Which tires will last the longest? These are questions drivers using their personal vehicles for delivery tasks will want to be answered.
Drivers who don’t mind spending more on insurance
What causes insurance premiums to increase? These costs go up with inexperience, poor driving habits, traffic tickets, and more expensive vehicles. Hopefully, marketers can focus on the drivers who enjoy spending more on their vehicles and driving high-end luxury and performance vehicles. These are the consumers they need to target when insurance premiums aren’t an object of their budgeting concerns. In fact, drives of high-end luxury cars might not have too many budgeting concerns, which makes them a good segment of the automotive market.
Distracted driving
Most drivers don’t want to admit they drive distracted, but nearly all of us do. A great way to reach this segmented group with automotive marketing is to provide educational content to help drivers see the consequences of distracted driving and learn why they should minimize distractions while driving. Distractions aren’t only cell phones but the infotainment screens in cars, upset children, drinking, eating, grooming, reading, and anything else that takes your attention away from driving safely on the road.
Drivers who visit or drive past certain locations frequently
Why do some drivers pass a specific location every day? Is this part of their daily commute, or is it a destination location that they can’t help but check out regularly? Are certain stores destination locations because they have everything the driver needs? What do Wal-Mart shoppers drive versus those who frequent Target? Marketers could find several angles to cover using frequent drivers past certain locations. In local areas, a camera could be set up, and count the number of each type of vehicle that passes by, almost like a car game.
Drivers who don’t drive much
The movement of at-home workers, some forced by COVID-19 and others already heading that way before the pandemic, has caused some drivers to park their cars more often than not. Some people have vehicles that are 6-10 years old with less than 60,000 miles on the odometer. This would be a segmented audience for digital marketing to advertise extended warranties, high trade-in values, proper maintenance tips for infrequent drivers, and potential insurance discounts for low-mileage driving.
Drivers enjoying weekend road trips
Some drivers save vehicles for the weekend and only put miles on them during this time. Many of these drivers load up the vehicle and head to some of their favorite locations for a weekend road trip. This is a great way for these drivers to get away from their normal life and enjoy some fun at a destination location. Marketers could reach this group with vehicles that are great for road trips and various fun and adventurous road trip destinations in their area.
These are just a few ideas that could be used to reach drivers with segmented digital marketing in the automotive industry. These behavior-based ideas might reach a broader audience than vehicle-based interest content.
