5 Star Reputation – Digital Experts for Independent Dealers

The Potential of Life Event Marketing for Car Dealers

During periods of financial uncertainty, consumers are unlikely to be impulsive with spending, particularly with big purchases. If you could predict when a consumer will be in the best situation to buy a car, the success rate of your marketing communications is going to be much higher. This is where life event data marketing is extremely effective.

What is Life Event Marketing?

Life event marketing is a technique which tracks consumers, so that appropriate communications can be sent to them at key milestones in their lives, when they are most likely to make a purchase. Milestones which could trigger an individual to consider buying a car, include, moving to a new house, going to university, starting a new job, retiring and having a child.

Moving Home

According to life-stage marketing expert, TwentyCi, there is a strong correlation between moving home and buying a new car. The company’s research revealed the following:

  • Consumers are twice as likely to buy a car in the six months succeeding a move than they are in the six months preceding.
  • Within 18 months surrounding a house move, that is, 6 months prior to the move and the year following, the most popular times to purchase a car are two months and five months after moving.
  • In the months following their move, the average homeowner spends £2000 more on a car than the average non-homeowner.
Timing

In the months prior to a move, marketing is less likely to be effective, as buying a car is not going to be high on the list of priorities and in the couple of months succeeding the move, the new homeowner is likely to be focusing their attention and funds on furniture and home improvements.

However, two months after the move is prime time for automotive marketing. The sale of a property may leave consumers with extra money and once they have settled into their new home, they may want to upgrade their car. It is at this point that a personalised message could be well-received by the individual, whether it be a special offer, a stock update, or an invitation to visit your showroom.

Should Your Dealership Use Life Event Marketing?

Life event data marketing provides an exceptional opportunity for car dealers to target an interested audience. It is similar to demographic targeting, although, rather than being based on peoples’ interests, it revolves around factual data about life events, so there is less guesswork involved. Life event data marketing is all about reaching people at the right time with the right offer.

For more information about how Click Dealer can help improve your dealership’s marketing strategies, email marketing@clickdealer.co.uk, call us on 01782 904 715 or alternatively, you can message us via our contact page.



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