Furniture Today Staff -- Furniture Today, September 2, 2013
When it comes to racing the automotive industry for the consumer's closely guarded disposable income, the old saw about keeping your friends close and your enemies closer may help us stay in the race.
While buying a car can sometimes be a discretionary purchase, just like furniture, it really is more of a must-have purchase, particularly with consumers who need a car to commute to work.
But before you feel like you've been left stranded at the side of the road with your fuel gauge on empty, keep in mind that automakers aren't exactly in the driver's seat with the consumer either, especially with the Millennials.
Millennials are getting their licenses - and their cars - later in life. They also drive less than other generations and also seem more in love with their smartphones than with sharp cars.
Realizing how little they actually understand about this generation, carmakers are racing to woo them.
A recent article I read quoted an executive from Volkswagen who is working on next-gen cars designed to interact with smartphone functions. His goal is to turn the entire car into an intelligent voice-activated system much like Apple's Siri - only on steroids.
After reading about all this future-tech coming down the road, I naturally got the itch for a new car. Since I hate visiting car dealerships, I shopped online and had three local dealers email me information.
Of the three, one dealership caught my attention, and will likely get my business, by using a very clever marketing tactic. Along with the car pricing and specs, they emailed me a personal video. The star was a car salesman who called me by name and showed me the car I had asked about.
He invited me, again by name, to stop by for a test drive. The short video ended with the salesman jangling a set of keys and saying, "Ray, here's your new car."
Could short, personalized follow-up videos or other tech-based marketing drive your message home with consumers who have been in to shop you?
You'll never know until you crank them up.
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