October 10, 2011
“Aimed at 18 to 34-year-olds, the 2012 Chevrolet Sonic will launch with a three-month exclusive online ad campaign, sharing footage of a sky-diving Sonic filmed earlier this year in Arizona as well as arranging a 10-story Sonic bungee jump later this year. Driven by clicks on its custom-built Chevy Sonic website, the bungee jump will take place later this year in Long-Beach, California.” READ MOREThe model is yet another cheaper, fuel-efficient, compact car, which seems to be the going trend for most new models. Don’t forget the recent Prius commercial which has taken some risks in advertising as well, and, again, is for a similar type of vehicle. The schedule of 2012 models is detailed on Edmunds.com. Some new models included alongside the Chevrolet Sonic and Toyota Prius V are the Ford Verve and Hyundai Veloster. Along with being smaller and good on gas, all of these vehicles are sleek, rounded compacts, in contrast to previous trends of slightly more angular crossovers like the Honda CR-V and Chevrolet Equinox. If low price and good mileage in a compact car is the trend, like with the Chevrolet Sonic, keeping up with such specific consumer wants and needs might be difficult for brands without similar model availability. How are you addressing apparent consumer concerns over price, mileage, and want of a smaller car? Photo by: Michael Gil
Purchase Behavior is Key
J.D. Power and Associates published a white paper in April about “The Death of Demographics: Why Targeting by Purchase Behavior is Most Effective in Automotive Marketing.” This comes as no surprise to those within the digital marketing field, because the onset of so much new technology has shifted the way marketing power is focused.
Looking at demographics such as gender, age, and income are no longer enough for informing on the best marketing and advertizing practices. We need data on the consumer lifecycle. We need to be able to look at and measure the consumer’s buying behavior to predict how and when they are going to buy in the future.
“Demographics, more so than many other tools, has proven to be a much less effective tool in the automotive space, particularly with regard to new-vehicle buyers. The most popular models overall are typically the most popular regardless of the particular demographic.”