It was fascinating to recently read an Automotive Management (AM) article talking about the future of UK driving and some of the dynamics which are expected to shift over the next decade. As I was reading I couldn’t help but feel it strongly supported the We Are Acuity proposition of localisation, personalisation and relevancy when it comes to local marketing activity.
In the automotive space, women have always played a lead role when it comes to car buying decision making for the family or household, but one anticipated shift is that by 2030 the majority of the drivers on the road will be women and they will also form the majority car purchasers too.
Data from the Department for Transport (DfT), United Kingdom shows that over the past 10 years the number of licenced cars registered to women is up 16%, compared to just 10% for men. And according to the Driver and Vehicle Licensing Agency (DVLA) it appears that women are getting their drivers licence at a faster rate than men too!
So, how can brands maximise these trends when it comes campaign messaging? And how can car dealerships appeal to this audience?
In our opinion as a marketing agency of 25 years, most of which has been spent working with the biggest auto brands in the land, it’s all about relevancy.
In a world where we can target and measure at will, it can often be the final creative execution which can lack that real connection with the target audience. Centralised campaigns with generic images and messaging fail to hit the mark and alienate key audiences from considering brands. Of course, areas such as branding and logos are sacred, but in a country as diverse as the UK every different town and city is unique, and brands need to work harder to appeal to local communities, different genders and groups of different ethnicities. The campaign and message which works in Watford will likely need to change in order work effectively in Wolverhampton, and so on. One size rarely fits all.
Failing to understand and tap into the intricacies of the territories where you’re selling products is an easy bad habit to form. And it’s one which can lead to lazy marketing, wasted budgets and poor sales performance. It sounds like hard and expensive work, but it really isn’t.
That’s where an agency like We Are Acuity can help. Specialists in local marketing and understanding the localisation and personalisation required to really connect with local audiences. If you’d like to talk about your brand’s local marketing why not schedule a FREE 30-minute assessment today here? It will be well worth your time.
Or alternatively read more about Local Marketing on our blog page "Local Thinking': https://www.weareacuity.com/local-thinking-our-blog