7. Marketing “Snippets”
My Definition:
A Small Bit Of Information
Useful In Formal Or Informal
Sales Situations
A Nugget Obtained By Any
Means Possible, Including
“Bottom Feeding”
8. Baby Boomers: Great Auto
Sales Opportunity Or “So Over”
Age 44 To 62
79 Million Adults
Spends $2 Trillion Annually
Controls 50% Of Discretionary Income
Outspends Any Other Generation By
$400 Billion
Source: The Boomer Project, Age Wave
9. Boomer Auto Sales Potential Is #1
Discretionary Income By U.S. Generation
Head Of Households
Millennials Gen X Boomers Seniors
$12,833
$22,562
$29,754
$19,500
% Share Of
Head Of HH’s
Source: Conference Board & eMarketer 11/8/07
4%
30%
41%
25%
10. Exploiting Our Strengths:
Boomers & Heavy Newspaper Readers
Index: U.S. = 100
Quintile 1
Newspaper TV
Age 18+ 100 100
Boomers 120 99
Boomers W $75k+ 154 74
Boomers W. New Domestic 129 93
Boomers W. New Import 142 86
Boomers Plan To Buy 140 97
New Vehicle
Source: Scarborough USA+ Study – 2006. Boomer Age = 45-59,
Closest Equivalent In Study
11. Exploiting Our Strengths:
Boomers & Online Newspapers
U.S. Coverage Online Papers
30 Days Index
Age 18+ 10.5% 100
Boomers 11.1% 106
Boomers W $75k+ 15.1% 145
Boomers W. New Domestic 12.1% 116
Boomers W. New Import 14.3% 137
Boomers Plan To Buy 13.1% 125
New Vehicle
Source: Scarborough USA+ Study – 2006. Boomer Age = 45-59,
Closest Equivalent In Study
12. Vendor Sponsored “Snippet”…
3rd
Party Sites
About 3rd
Party Auto Sites
83% Of Visitors Do Not Intend
To Purchase A Vehicle In The
Next 3 Months
45% Are Not In The Market
Source: Cost-Effectively Reaching The In-Market
Auto Buyer, Value Click Media & Goodway 2.0- 11/07
13. Buying Power Of Our Online Audience:
comScore MediaMetrix
The Buying Power Of The Online Newspaper Audience
Outstrips Portal’s
Buying Index Compares The Dollars Spent By An Individual
Site’ Audience Compared With Average Buying Power For All
Internet Sites Measured
158 Newspaper Websites Measured
154 Newspaper Indexed Above The Online Norm
More Than 50% Of Newspapers Indexed Above 150
Nearly 25% Of Newspapers Indexed Above 200
Only 13% Of Portals Indexed Above… 200