With millennials becoming significant players in the country’s economy, you need to upgrade your car wash business’ marketing strategies to benefit from this demographic. Here are some tips.
A few years back, you may have never thought of intentionally including millennials as a target market of your car wash and auto detailing business. They have been called cheapskates, lazy and a lot of other things. But they have grown up and are emerging as significant players in the country’s economy.
Some of the things we thought we knew about millennials were debunked. Case in point: a recent study posted by millennialbranding.com has discovered that, contrary to popular belief, millennials want to use or own cars. 71% of millennials would rather buy than rent a car and 43% are either very or completely likely to purchase a car in the next five years. 78% of millennials use 10% or less of their income on their cars. This, coupled with the fact that they have a huge population and buying power, makes the millennial generation worth targeting as your car wash’s market.
Millennials, or Generation Y, is a diverse group and grew up in a completely different era. Thus, conventional marketing may not work for them. To quote Barkley, an independent advertising agency:
“When you’re dealing with digital natives, none of the old rules of marketing apply.”
So what will work?
Here are some tips on how to market your car wash business effectively to millennials
Millennials grew up with the Internet. Most of them can’t even remember a time without the World Wide Web. According to Global Web Index data, millennials spend 7.43 hours per day on the internet. So this is where you should be all the time: online.
Set up a website and blog for your car wash. Why? Forbes.com says 33% of millennials rely mostly on blogs before they make a purchase, compared to fewer than 3% for TV news, magazines and books. Establish a social media presence. It is a must. Be on Facebook, Instagram, Twitter, and Pinterest! Millennials turn to social media for an authentic look at what’s going on in the world.
It’s not enough though, for your car wash business to have a social media presence. It is just a way to reach millennials but you will not keep their attention long if the communication is not two-way. Entrepreneur magazine suggests making interactions more personal. Millennials will talk about your car wash online and will expect a reply. Reply to their reviews. Join car wash forums. Like their tweets and, if possible, reward them with discounts and freebies at your car wash. There are many ways to use social media effectively. The above mentioned online source says 62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer.
Be socially responsible
In the Boston Consulting Group’s report, The Millennial Consumer, millennials were identified as believing that working for causes is an integral part of life. Consequently, millennials expect companies to care about social issues and will reward those that partner with the right causes. Millennials will bring their business to your car wash if you support a charity or if your car wash is environment-friendly. For instance, a research done by Medium.com shows that 74% of millennials are more likely to buy a product if the proceeds go to charity.
A study by Millennial Marketing gives us a more concrete picture of this demographic. 40% of millennials want to participate in the co-creation of products and brands while 70% feel a responsibility to share feedback with companies after a good or bad experience. This is also supported by a Forbes.com article. The article says that millennials enjoy the possibility of collaborating with businesses and brands, as long as they believe their opinions matter to the company in question. Millennials are a generation who wants to co-create the product and the brand – with you. Companies that understand this and figure out ways to engage in this co-creation relationship with this group will have an edge. You can make this your edge. Listen to your millennial customers’ feedback, complaints, etc. Welcome their participation in making your car wash an even better business.
Let millennials and social media do the marketing for you
The way to establish a relationship with customers, including millennials, is to focus on giving them the best experience at your car wash. Their experience should be noteworthy enough to prompt them to document, share, and upload it. This will work wonders for your car wash. According to Social Chorus.com, for 95 percent of millennials in the US, friends are the most credible sources of product information. Digital word of mouth is one of the most effective marketing tools to capture millennials . They write reviews, blog and Tumblr; update Wikipedia entries; and post YouTube, Vine, and Instagram videos. All you have to do is customize your car wash service to address their adventurous spirit and they will do the marketing for you.
Much has been said about millennials as they are probably the most researched generation. They are a very diverse group and some facts are contradictory. But experts agree on one thing: millennials value their individuality. As stated in an article on LeadsCon.com:
“Companies or brands that successfully market to millennials are ones that recognize that there is no such thing as a ‘millennial’ — just individuals or groups of individuals who are at a similar life stage and have lived through similar experiences. They want to be treated for who they are, rather than be lumped together and labeled.”
Generalizations from studies on millennials are important to understand what makes this generation tick. Statistics and macro trends can help you determine how your car wash can better serve millennials. Just always remember that your target consumers, millennials, are individuals with different needs and wants. Upgrade your car wash marketing and promotions to attract a diverse group of consumers. Do not look at them as one whole market but see them as specific individuals.
Marketing to millennials is not plain black and white. You may need the insights from the car wash and auto detailing experts. Be a DetailXPerts franchisee. You will be guided on how to implement marketing strategies to various groups of people, not just millennials. Download the franchise form now!
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