LAS VEGAS — "Twenty-nine million millennials had vehicle repairs in the last 12 months," said Meredith Oliver, creative director of Meredith Communications in Raleigh, N.C.
"Why don't you market to them on social media? You know you do it on the sales side."
That was the elevator pitch at a workshop during the NADA Show here, urging dealerships to market parts and service via digital marketing, including social media.
Oliver said dealership managers at her workshop sessions reported they mostly promote parts and service via direct mail or newspaper ads. Based on a show of hands, she said hardly any dealerships use digital media to promote parts and service.
"They told me, 'That's for the sales guys,' " she said.
According to the Pew Research Center, millennials are about to outnumber baby boomers, probably in 2019, as the nation's largest living adult generation, based on U.S. Census projections. The center defines millennials as those born from 1981 to 1996.
"Service customers are your future pipeline" for new- and used-vehicle sales, Oliver said.
Besides auto dealerships, her firm works with home builders on social media marketing campaigns and search engine optimization.