As automotive dealers continue to seek effective ways of marketing their vehicles, research released today by CDK Global, an integrated information technology and digital marketing solutions firm, indicates that all potential car buyers aren’t created equal when it comes to what entices them to make the sale.
According to the fourth edition of the company’s Language of Closers series, reading certain words on car review websites can deter or motivate buyers to proceed to a dealership site.
The study indicated that women responded favorably to advertising that utilized the words “drive, power, trip, comfortable, and luxury,” and were discouraged by other phrases, including “bought, transmission, owned, bigger, and cargo,” which suggests a prioritization of comfort and luxury when looking for a vehicle.
Similarly, top performing words for Gen X-ers looking to buy a new car included “truck, power, luxury, package, and performance,” while words like “back seat, design, built, and difference,” tended to have little effect on sales.
College grads in the market for a car were positively affected by the words “buy, work, truck, power, and highway,” and less concerned with “company, designed, inside, warranty, and light,” while parents tended to prefer “truck, leased, row, nice, and purchase,” over “sounds, control, buying, tech, and company.”
The repetition of several words across multiple demographics signals a common thread among potential buyers: power and luxury seem to be relatable and qualify as priorities for many auto buyers.
“Customer needs are always changing, and there is no one-size-fits-all solution,” says Jason Kessler, lead data scientist at CDK Global. “The needs of those graduating college are going to be much different than those of new parents. Our latest research examined the words that would eventually lead buyers of different demographics to leave a review website and head to a dealership site. In our most recent analysis, we were able to pinpoint specific words that shed valuable light on what vehicle traits matter most to women, Generation-X consumers, recent college graduates, and parents.”
More information about the Language of Closers can be found here.