The auto specialty equipment market continues to thrive. But not all auto enthusiasts respond to the same types of marketing messages. Manufacturers and retailers who want to make an impact in this market should check out the targeting advice from the 2012 SEMA Market Segmentation Report.
SEMA’s new study, based on the responses of 3,000 auto enthusiasts who spend over $100 a year on accessories and modifications, shows this audience can be classified into 6 categories:
- Commuters (26%) – This non-nonsense group is looking for security. They shop for used vehicles at a high rate and turn to the Internet to find the best price on everything. Promotions that appear online on computer and electronics sites stand a good chance of being noticed by these consumers.
- Builders (24%) – Because builders are hands-on with respect to their cars, marketers should target them with promotions that use language describing performance and quality when it comes to parts.
- DIFM (18%) – The do-it-for-me auto parts shopper is most open to promotions from local installers and shops that maintain vehicles. These consumers, often family focused, devote their media time to news, entertainment and travel and above all, respond to safety concerns.
- Handyman (13%)- These shoppers also enjoy working on their vehicles and often do so because they envision being able to extend the number of years they will own their cars.
- In-crowd (13%) – For some consumers, only the most trendy possessions will do and this attitude extends to vehicles. No other group has as high as a rate of new car purchases. The best promotions for this crowd are all about exterior features and to reach them, ads placed in news, sports and entertainment venues work well.
- Driver (7%) – For these enthusiasts, driving is about having fun. Retailers can reach these shoppers with messages that emphasize speed and power.
To increase sales, automotive specialty retailers can target one or more of these consumer types with specialized promotions.[Source: Imlay, Mike. 2012 SEMA Market Segmentation Report. Semanews.com. July 2012]