For auto companies looking to develop brand loyalty with about 77 million young people, Jamie Kellner thinks he has the answer: Advertise on The WB.
Kellner, CEO of The WB Network, backed up those words during a February presentation at a Detroit Adcraft luncheon with statistics showing that his network has the youngest viewers.
'With The WB, marketers can be assured consistent delivery of the hard-to-reach 12- to 34-year-old demographic,' he said. Kellner's research showed that the 18- to 34-year-old group represents nearly a third of all domestic car purchases and about 40 percent of all import vehicle customers.
He also said young people typically do not have strong fixed loyalties, so it is good to attract them while they are young because car buyers generally become more loyal as they mature.
Kellner advised marketers who want to reach the young set to develop TV commercials with edgy background music, exotic lighting and casting that replicates the personalities of the characters on such youthful TV shows as '7th Heaven' and 'Felicity.'
A recent Volkswagen commercial, set to the beat of coffeehouse tunes, hit the mark when it comes to Kellner-brand marketing. The commercial features a jet-black Jetta strutting down an urban side street while the camera glances here and there, capturing the appreciative stares of young pedestrians and outdoor cafe patrons.