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How professional service centers can target the next generation of vehicle buyers

As professional service centers look for ways to target certain demographics, implementing effective marketing strategies through social media will likely help reach out to Millennials.

According to a recent study from AutoTrader.com, The Next Generation Car Buyer, understanding the needs and wants of Millennials can help the automotive industry adapt to their needs. This is valuable information for professional service centers looking to get younger clientele in their shop.

"This generation represents the future of our industry, so it's essential to have a deep understanding of their wants and needs," said Isabelle Helms, senior director of Research and Marketing Analytics at AutoTrader.com. "By looking at differences between older and younger Millennials, we gain an understanding of how their attitudes and behaviors could change over time as they enter the next phases of their lives."

The study indicated that younger buyers, while they tend to like luxury vehicles, still prefer brands that are highly practical. In addition, they also don't hold American-made vehicles as high as baby boomers and are less likely to consider them in a purchase.

"Life stage, economic situation and brand awareness are the primary factors determining which vehicles Millennials are currently placing on their shopping lists," Helms said.

Professional service centers can use social media to reach Millennials
If professional service center owners haven't noticed by now, young people are all over social media sites. This means that any small business should follow suit.

Social media can not only be used to retain and attract new customers, but it can also be used to hire employees. This can be an oversight for many of the advantages of social media, as a CareerBuilder survey showed that 37 percent of employers use social media to screen candidates for a job.

"I was really excited to see how many job seekers are active on social media," said Helene Cavalli, vice president of marketing at Lee Hecht Harrison. "As strong advocates, we spend a lot of time coaching job seekers on how to develop a solid social media strategy. While it isn't the only strategy for finding a job, it's becoming increasingly important."

As Millennials are the future vehicle buyers, professional service centers can use social media to reach out and engage with this generation to encourage they come in to their shop for products, service and repairs.