The Micro-Moment Mentality
By Ted Ings, Executive Director
Millennials operate in the moment, evident by smartphone statistics as well as apps like Snapchat, Instagram, and Twitter. Facebook is considered passé.
It’s an absolutely telling trend that gives new opportunities for advertising venues as well as the type of advertising to do.
Millennials are the most influential generation since Baby Boomers where the automotive industry is concerned.
From vehicle sales and service to employment, the millennial mindset contradicts everything the auto industry has been for decades.
Millennials demand changes, and here’s why:
30-second spots are too long to keep a millennial’s attention. Instead, a brief five to seven-second clip of a vehicle feature or benefit, or a dealer’s service promise, on these micro-moment forums is the new way to get the message across.
The Customized Experience
Look at a trendy coffee shop for the type of experience millennials demand. It isn’t a unique product they demand, although an extra-hot triple-shot soy latte is often ordered.
It’s the custom experience with personal, knowledgeable, and friendly service.
Instead of applying a one-size-fits-all approach to selling a car, change the process based on the customer. If they’d prefer a salesperson-led experience from needs assessment and walkaround to test drive and agreement, do that.
If the customer wants to take the lead, going straight to a test drive and foregoing the formalities, be flexible. It’s about providing the experience that makes the customer comfortable to complete their purchase.
The ‘What’s In It For Me?’ Approach
Millennials are self-thinkers more than any other generation, and that means knowing the benefits. That can be explaining the vehicle’s options, the benefits of dealer-performed vehicle service, and the benefits of choosing a specific brand or product line beyond the car itself.