Miley Cyrus and Oil: 10 Surprising Things They Have in Common
This past month I was trying out a website that had blog topic generator designed to bring more web traffic. You simply pick three words and hit the button that says, “Give me blog topics.” I decided to type in the words cars, oil and life to see what this tool would generate.
I didn’t write down the others, but one of them was the title of this column, which I found amusing. Next, I typed in motor, oil and Life. One suggestion was pretty relevant, like 10 Quick Tips About Oil, but Miley Cyrus came up again, and 15 Best Blogs About Life didn’t totally hit the mark.
The experience had me thinking about things we need to do, and not do, to attract more customers to our lube shops. As I pondered that kernel, I was reminded of how much the world has been changing since I last wrote about lures nearly 15 years ago. Specifically, I was thinking about Generation Y, the generation now being labeled “millennials.” According to a 2013 Special Equipment Manufacturers Association (SEMA) presentation on Marketing and Selling to Millennials, young people born between 1980 and 2000, will have more spending power than the Baby Boomers who for so many years carried the clout.
Who Are the Millennials?
A quick Google search will show a lot is being written about this up-and-coming generation. Some of it is contradictory, so any generalizations we make should be taken with a grain of salt. As we all know, not everyone in the “lost generation” was lost. Nor is there really a homogenous descriptor for all baby boomers. Nevertheless, I do believe there are some features of this group that could be considered fairly widespread and worth taking into consideration when we think about marketing.
The Millennial Experience
Last fall, Dan Schawbel made a presentation on Marketing and Selling to Millennials at the 2013 Automotive Aftermarket Products Expo (AAPEX) in Las Vegas. Schwabel is founder of Millennial Branding, a Gen Y research and management consulting firm. Here are a few of the points he made: