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What drives you?
- 1. whatdrivesyou? findings&insights: luxuryauto&financial spring2018 30 Broad St.,Penthouse New York,NY 10004 barkernyc.com
- 2. 2 ©2018BARKER 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 contents
- 4. 4 ©2018BARKER Duringthisforecastedperiodofstagnantsalesgrowth, LuxuryAutoManufacturerswillbedependentontaking marketsharefromcompetitivebrands. new luxury car sales forecasted to remain stagnant until 2020... TOTALUSUNITSALESANDFANCHARTFORECASTOFNEWLUXURYCARS,2012-22 currentclimate analysts:
- 5. 5 ©2018BARKER Letthecompetitionfightovertheincremental. Wemustfocusinontheroadahead,notwhat’sintherearviewmirror. theemergingconsumer millennials are now the dominant car-buying group currentclimate BARKER: PURCHASE INTENT,BYGENERATION (aug 2017) Base:2,000 internet users aged 18+ Source:Lightspeed/Mintel 34 % 36 51 28 22 Whendoyounextplanonbuyingacar? All iGeneration Millennials Within the next year GenerationX Baby Boomers
- 7. 7 ©2018BARKER ideasontheriseinculture leveraging emerging trends in culture to connect with the new consumer leasing+67%since2014 1/“ownership”hasradicallychanged 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. source: Lightspeed/Mintel
- 8. 8 ©2018BARKER ideasontheriseinculture 2/ it’snotavanityplayanymore Not about badge value anymore. Experiences are more valuable than things. only20%sawthe luxurybrandasa statussymbol and16%chose theluxurybrandto impresspeers ofluxurycarshoppers... source: Lightspeed/Mintel
- 9. 9 ©2018BARKER ideasontheriseinculture 3/ thepivotfromperformance Millennialsprioritize: comfort(45%) technology(43%) andstyle(43%) overafastercar LUXURYREASONS (aug 2017) I want a more comfortable car I want the latest technology I want a more stylish car I want a specific car brand I spend a lot of time driving I want a faster car It’s a status symbol I want to impress my peers I’ve never owned a luxury car before 45 43 43 39 23 23 20 16 14 Why are you planning to buy a luxury car?nowthatMillennialsarethe dominantcar-buyinggroup, thegamehaschanged... source: Lightspeed/Mintel
- 12. 12 ©2018BARKER consumersegmentsripeforgrowth consumermapping HHI <$500k $500k to $1mm > $1mm A F F L U E N T / H N W M I L L E N N I A L S 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. H E N R Ys “HIGH EARNER, NOT RICH YET” married urbanites women source: Lightspeed/Mintel
- 13. 13 ©2018BARKER consumersegmentsripeforgrowth consumermapping A F F L U E N T / H N W M I L L E N N I A L S H E N R Ys “HIGH EARNER, NOT RICH YET” Demand products and services that enhance their lifestyles. source: Lightspeed/Mintel
- 19. 19 ©2018BARKER howdoweconnectwiththem? 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? betheheadandnotthetail OWN FOR LESS THAN YOU THINK. click here to be pre-approved today AUTO FINANCIAL SERVICES
- 20. thankyou. Jason Spies Chief Strategy Officer jspies@barkernyc.com m: 973.271.6400 barkernyc.com
- 22. 22 ©2018BARKER appendix whywe 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 corevalueprop as much a business consultancy as we are a full- service advertising,media,and content agency. structure replaced agency silos with cross-functional talent. 70% female. speed.flexibility.agility. we are collaborative and responsive for the pace of today’s business. approach an extension of your team vs.being a rigid vendor. key ingredients focus clients
- 23. 23 ©2018BARKER appendix Brand Positioning Architecture Social, Digital Traditional TV,Radio,Print OOH Advertising Film,Print Digital Media OOH,POS EnvironmentDesign Retail,Events Trade Shows Marketing Campaign Development Sponsorships Partnerships Business Go-to-Market Data/Analytics Incubation Cost Analysis Internal Branding Workshops Studio Graphic Design Collateral Collaboration Full-service video production Copywriting Photography Development (ie.mobile,digital,ecom) Research Qual/Quant Culture Trends Consumer Insights Market Analysis Research Display,Mobile,Rich Media, Social Video Identity Visual Systems Taglines,Naming capabilitiesservices strategy media planning buying expression Content Strategy Development Search Engine Marketing Attribution Modeling Data Analytics Programmatic Consumer Insights Research
- 24. 24 ©2018BARKER appendix BARKERpress Independent Influence: BARKER’s independent voice in the ad world’s biggest market June 26, 2017 by The Drum See It Be It: Sandi Harari of BARKER April 25, 2017 by The 4A’s BARKER beats out CP+B, Doner, Vayner Media to retain SlimFast August 22, 2016 by Agency Spy “Do more crazy stuff when you’re young”: Beyond the Brief, featuring John Barker, BARKER July 18, 2017 by The Drum The 10 Best Ads of 2017 December 17, 2017 by Business Insider Miele Names BARKER Agency of Record February 23, 2017 by Agency Spy New York-Based Barker Goes Bold With Its Messaging and Creates Edgy Work for Its Clients August 8, 2017 by Adweek BARKER wins AOR Duties for Bausch + Lomb Brand Launch November 30, 2017 by Adweek