46% of 18-24 drivers would choose internet access over their car (NYT 2012). Wait, how is that a choice? And what does the internet have to do with car ownership anyway? Adapted from a presentation at Kain Automotive (kaintraining.com), I explore why exactly millennials aren't enamored with the ideal of cars--and how car dealerships and brands can change their mind. Feel free to tweet me with questions (@LindseyKirchoff) or email HowToMarketToMe@gmail.com. Enjoy!

1. WHY MILLENIALS AREN’T
BUYING CARS—AND WHAT
YOU CAN DO TO FIGHT IT

2. AGENDA
1 Why Millennials Aren’t Buying Cars
2 How This Affects the Car Industry
Change their mind: Before and After the
3 Dealership
4 What the Future Looks Like

3. • HubSpot (Inbound Marketing
Software) Media Relations
• Millennial Marketing Blogger
Lindsey
Lindsey Kirchoff
@LindseyKirchoff

4. WHO ARE MILLENNIALS?
Born from 1980-2000 (Ages 12-32 today)
80 Million in US, 23% of total population
$1 Trillion in spending

5. BY 2025, MILLENNIALS WILL
ACCOUNT FOR
75% OF ALL
VEHICLES
PURCHASED.
TIME 2012

6. We’re less into cars than
previous generations
were at our age.

7. Did you have your driver’s license when you were 16?
How about 19?

8. Only 30% of 16 year olds had licenses in 2008.
For those 19 and under, that percentage was still
less than 50%.
Forbes 2012

9. New Vehicles Sold
21-34 Year Olds
38% 27%
The Atlantic 2012

10. THE INHERENT VALUE OF CARS IS
DECREASING
BECAUSE
THE NEED TO LEAVE THE HOUSE
IS DECREASING.

11. USED TO NEED A CAR FOR

12. USED TO NEED A CAR FOR
BUT NOW WE HAVE

13. 46% of 18-24
drivers would
choose the
internet over
their car
New York Times

14. Meet
Dawson
He’s just your
average 90s
soap opera teen
who loves the
movies.

15. In the 90s, this is how he followed his film passion….

16. But today, he would probably do it all online.

17. The freedom you once got behind the wheel…

18. …is now behind a screen.

19. YOU DON’T JUST HAVE TO
CONVINCE US TO BUY YOUR
CAR.

20. YOU DON’T JUST HAVE TO
CONVINCE US TO BUY YOUR
CAR.
YOU HAVE TO CONVINCE US
TO BUY A CAR.

21. The average car costs $30,000 and sits parked 23
hours a day.
New York Times 2010

22. 18-29 year olds want to live ne
Cities 2012 62% public transportation

23. 66% 18-24 year olds prefer to
live in walk-able communities
Atlantic Cities

24. Car Sharing

25. Car Sharing
767,000+ members
300+ college campuses
10,000+ cars (30 models)

26. Competition is changing fast

27. HOW CAN THE
CAR INDUSTRY
TURN THINGS
AROUND?
Wired

28. More than 82% of millennials say they are
“excited” to shop for a vehicle.
(Only 71.2% of Gen X and 66.3%
of Baby Boomers claim the same).
Deloitte 2011

29. NOURISH THAT EXCITEMENT
BY CONNECTING WITH
MILLENNIALS THE WAY
THEY WANT TO
COMMUNICATE.

30. The Internet is the New Showroom

31. The #1 reason
millennials visit
dealerships is to
test-drive a car,
not gather
information.
Deloitte 2011

32. “
I CAN’T EVEN
SEE MYSELF GOING
INTO A CAR
DEALERSHIP FOR
AT LEAST 4
YEARS.
Jon, 22 ”

33. Grow your
relationship online
first.

34. Millennials visit an average of 25 sites
before buying a vehicle.
AutoNews 2012

35. 1
Millennial
1 Web
Research
88%
Comparison
References
87% Manufacturer’s
86% website
Search
Engines
Deloitte 2011

36. 25% of millennials researched a vehicle
brand/model on social media in 2009.
In 2011, that number grew to 67%.
Deloitte 2011

37. 86%
skip TV ads
44%
of direct mail is
never opened
91%
unsubscribe
200m
Say DO NOT CALL
37

38. The new marketing playbook
SEO
Social Media
Blogging
Email Marketing
Lead Nurturing
Social CRM
Landing Pages
Video
Marketing Automation
Marketing Analytics

39. • Brochures
• Radio/TV
Instead of commercials
• Interruptive online
advertisements

40. • Brochures
• Radio/TV
Instead of commercials
• Interruptive online
advertisements
• Interactive, informative
websites
• Inbound marketing
• Comparison resources
Try

41. How to buy your first car

42. Buying Your
First Car:
Everything
You Need to
Know!
Smart Dealership

45. OK, but how else do I engage
millennials BEFORE they come
to my dealership?

46. Use the Surrounding Millennial Community:
Get their online data directly, stay in touch
Graduation
Class of 2013
New Job
Moving

47. Use the Surrounding Millennial Community: Hire
Millennial Writers/Sales People

48. Millennials at the Dealership

49. Over half of millennials consider negotiations with a
car salesman more painful than a trip to the
dentist. AutoNews 2012

50. 52% millennials who’ve
had a bad experience with
a dealer never consider
buying that brand again
Deloitte 2011

51. EDUCATE, THEN SELL.

52. DO
• Start courting process
online
• Know comparative
data
• Focus on features,
not sales
• Woo Parents/Friends
• Follow-up ASAP
Auto News 2012

53. DO DON’T
• Start courting process • Haggle
online • Contradict
• Know comparative online/comparative
data data
• Focus on features, • Rely on brand
not sales loyalty
• Woo Parents/Friends
• Follow-up ASAP
Auto News 2012

54. Features We’re Looking For
• 59% prefer
hybrids
• Gas mileage
• Long-term value
Time 2012

55. Seal the Deal Messaging
Will having a car
make me more
attractive to
employers?

56. Seal the Deal Messaging
Will buying a car
now save me money
in the long term?

57. Seal the Deal Messaging
What
experiences can
you only have
with a car?
Music festivals, road trips, surprise visits, long-distance relation/friendships—>
Having a car helps me maintain the relationships I have online.

58. Seal the Deal Messaging
http://www.youtube.com/watch?v=-xznLjEdrzg

59. WHERE DO WE GO FROM HERE?

60. My Story
• 1 car per house
My car has great mileage, is fully
paid for—and sitting in my
driveway in my hometown. I
can’t find a place for it in my
new life in the city.

61. “
GENERATION
Y IS THE
MOST
MOBILE
GENERATION
EVER.
UrbanLand ”

62. One-third of
people in their
20s move to a
new residence
every year.

63. Ideal Dealership
• Get a car when you get a house
• Shorter leases
• Trade-in by location
• Group ownership

64. FINAL THOUGHTS

65. Thank you!
Lindsey Kirchoff
@LindseyKirchoff
HowToMarketToMe.com
HowToMarketToMe@gmail.com
HubSpot.com
Blog.HubSpot.com
Marketing.Grader.com