what drives you? findings & insights: luxury auto & financial spring Broad St., Penthouse New York, NY barkernyc.com

Transcription

1 what drives you? findings & insights: luxury auto & financial spring Broad St., Penthouse New York, NY barkernyc.com

2 contents 1 current climate 2 ideas on the rise in culture 3 consumer segments ripe for growth 4 how do we connect with them? appendix about BARKER 2

3 current climate 3

4 current climate new luxury car sales forecasted to remain stagnant until TOTAL US UNIT SALES AND FAN CHART FORECAST OF NEW LUXURY CARS, analysts: During this forecasted period of stagnant sales growth, Luxury Auto Manufacturers will be dependent on taking market share from competitive brands. 4

5 current climate BARKER: Let the competition fight over the incremental. We must focus in on the road ahead, not what s in the rear view mirror. the emerging consumer millennials are now the dominant car-buying group PURCHASE INTENT, BY GENERATION (aug 2017) When do you next plan on buying a car? 51 % All igeneration Millennials Generation X Baby Boomers Within the next year Base: 2,000 internet users aged 18+ Source: Lightspeed/Mintel 5

6 ideas on the rise in culture 6

7 ideas on the rise in culture leveraging emerging trends in culture to connect with the new consumer 1 / ownership has radically changed It s about having, not owning. New ways of acquiring products via leasing or the sharing economy has allowed us to afford what we want. leasing +67% since 2014 source: Lightspeed/Mintel 7

8 ideas on the rise in culture 2 / it s not a vanity play anymore Not about badge value anymore. Experiences are more valuable than things. of luxury car shoppers... only 20% saw the luxury brand as a status symbol and 16% chose the luxury brand to impress peers source: Lightspeed/Mintel 8

9 ideas on the rise in culture 3 / the pivot from performance now that Millennials are the dominant car-buying group, the game has changed... Millennials prioritize: LUXURY REASONS (aug 2017) Why are you planning to buy a luxury car? I want a more comfortable car I want the latest technology I want a more stylish car comfort (45%) technology (43%) and style (43%) over a faster car I want a specific car brand I spend a lot of time driving I want a faster car It s a status symbol 20 I want to impress my peers I ve never owned a luxury car before source: Lightspeed/Mintel 9

10 consumer segments ripe for growth consumer segments ripe for growth 10

11 consumer segments ripe for growth consumer mapping married urbanites women 70% of married urbanites who are planning to buy a vehicle within 3-11 months are planning to purchase a luxury vehicle (SEE APPENDIX) Less than a third of women (30%) who plan on purchasing a vehicle within the next three years are planning to purchase a luxury brand, while 45% of men in the market plan to do so. Women exhibit more practical attitudes toward their next vehicle purchase, so they may be less willing to pay a premium for a luxury brand. (Unless they understand how the purchase will deliver on their needs). source: Lightspeed/Mintel 11

12 consumer segments ripe for growth consumer mapping married urbanites women HHI <$500k $500k to $1mm > $1mm HENRYs HIGH EARNER, NOT RICH YET AFFLUENT /HNW MILLENNIALS Household incomes afford them greater opportunities for discretionary purchases across a variety of categories. Prioritize travel, adventure, and family-friendly activities and brands. Starting to purchase the trappings of the lifestyle they one day hope to be able to fully afford. Wealthy, but still appreciate a good deal. Highly aware of their financial situations, with nearly three quarters always knowing how much they have in their bank accounts. Despite their wealth, many are actively using coupons and discount codes for their purchase and many consider themselves to be frugal. Can afford to pay for convenience and are most likely to take advantages of services promising time and health savings. source: Lightspeed/Mintel 12

13 consumer segments ripe for growth consumer mapping HENRYs HIGH EARNER, NOT RICH YET Demand products and services that enhance their lifestyles. AFFLUENT / HNW MILLENNIALS source: Lightspeed/Mintel 13

14 how do we connect with them? 14

15 how do we connect with them? one possibility... from selling them products and services... Go beyond the drive. The art of performance. Truth in engineering. The best or nothing. Dare greatly. There is no substitute....to understanding what s under their hood. What drives you? 15

16 how do we connect with them? What drives you? Create 1:1 communications to connect the dots between unique products and services, and the customers way of life. communication objective: gets me. 16

17 how do we connect with them? applying What drives you? tonal evolution 17

18 how do we connect with them? idea no.1 / transformation a bank trusted advisor idea no.2 / transformation b close deals acquire qualified leads 18

19 how do we connect with them? be the head and not the tail Can we drive people to the auto financial representatives using data and insights, instead of being the last stop - taking our relationship with the dealer to the next level? Can we use dollars from other ad budgets to drive a standalone auto financial division funnel and create messages that directly entice our growth opportunity targets and the things that matter to them? OWN FOR LESS THAN YOU THINK. click here to be pre-approved today AUTO FINANCIAL SERVICES 19

20 thank you. Jason Spies Chief Strategy Officer m: barkernyc.com

21 appendix 21

22 appendix why we exist I could never find what I was looking for in other agencies. So in 2003, I started my own. This is where data-driven insights meet breakthrough ideas. John Barker CEO, President key ingredients core value prop as much a business consultancy as we are a fullservice advertising, media, and content agency. structure replaced agency silos with cross-functional talent. 70% female. approach an extension of your team vs. being a rigid vendor. speed. flexibility. agility. we are collaborative and responsive for the pace of today s business. focus clients 22

23 appendix capabilities & services strategy Brand Positioning Architecture Social, Digital Advertising Film, Print Digital Media OOH, POS expression Marketing Campaign Development Sponsorships Partnerships Business Go-to-Market Data/Analytics Incubation Cost Analysis Internal Branding Workshops Research Qual/Quant Culture & Trends Consumer Insights Market Analysis Identity Visual Systems Taglines, Naming Studio Graphic Design Collateral Collaboration Full-service video production Copywriting Photography Development (ie. mobile, digital, ecom) Environment Design Retail, Events Trade Shows media planning & buying Traditional TV, Radio, Print & OOH Research Display, Mobile, Rich Media, Social & Video Content Strategy & Development Search Engine Marketing Attribution Modeling Data & Analytics Programmatic Consumer Insights & Research 23

24 appendix BARKER press Independent Influence: BARKER s independent voice in the ad world s biggest market June 26, 2017 by The Drum Do more crazy stuff when you re young : Beyond the Brief, featuring John Barker, BARKER July 18, 2017 by The Drum New York-Based Barker Goes Bold With Its Messaging and Creates Edgy Work for Its Clients August 8, 2017 by Adweek See It & Be It: Sandi Harari of BARKER April 25, 2017 by The 4A s The 10 Best Ads of 2017 December 17, 2017 by Business Insider BARKER wins AOR Duties for Bausch + Lomb Brand Launch November 30, 2017 by Adweek BARKER beats out CP+B, Doner, Vayner Media to retain SlimFast August 22, 2016 by Agency Spy Miele Names BARKER Agency of Record February 23, 2017 by Agency Spy 24