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The VERTICALS Series: Automotive

Featuring Top Auto Marketers from FCA, Ford, & MINI

Thursday, May 19, 2016

Upper Story by Charlie Palmer, NYC

Event Sponsors:

The AD Club of New York & Yahoo hosted the sixth breakfast in an ongoing series of strategic conversations featuring client executives as they take a deep dive into the latest trends impacting their companies and specific business sectors.

How are automotive marketers effectively targeting different demographics (i.e. Moms, Millennials, Travel Enthusiasts)?

Brad Piggott, Vice President, Industry Lead, Auto, Yahoo led the discussion with:


Featuring a Bridgeside Chat with Adam Armbruster, Sr. Partner, Eckstein, Summers, Armbruster & Company and WardsAuto Dealer Business National Expert.

Top 5 Takeaways:

  1. In an age of transparency, auto brands must work harder than ever to be in the consumer’s pocket first. Consumers used to go to multiple dealerships to shop for a car. Now, they shop on the Internet and go into one dealership already knowing what they want and how much they can get it for. This is a challenge brands must recognize and adapt to in our fast-paced, tech-first world. 

  2. It isn’t just about the campaign -- the in-dealer experience is important, too. The extension of a brand’s culture into the dealership adds to their personality, giving consumers an environment where they feel comfortable and excited to be part of it.

  3. When targeting consumers, ask, “And then what?” Marketers have to go beyond simply identifying their audience and creating campaigns; they now must to map out a journey and understand what they want their customer to do in order to drive them to buying a brand's products. 

  4. Millennials are all different. There are subsets within the Millennial demographic. They're not all interested in the same one thing, so creating content for smaller, fragmented audiences can resonate that much more to each consumer.

  5. Converse, converse, converse. Auto brands must set themselves up for conversations with their loyal and potential consumers so that they can relate to your brand; this will entice them to continue conversing with you about what they like, what they don't like and so on. This also helps the brand understand who their consumers are, all the while being on their path to purchase journeys every step of the way.

A special thanks to our sponsor Yahoo for making this all possible!

Check out our Vimeo page to watch all the presentations. 


Verticals: AUTO Sizzle from The Advertising Club of New York on Vimeo.

The Advertising Club. 989 Avenue of the Americas. 7th Floor New York, NY 10018 Ph: 212.533.8080