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Custom: Leveraging Auto Manufacturer's Assets

Every dollar of a media budget is sacred. And you need to know that your spending is in the right place, reaching the right audience.

Given an extremely fragmented automotive marketplace, today’s manufacturers must produce and market vehicles to specific segments of people. The use of segmentation in the automotive space goes back to its earliest days where General Motors started producing Chevrolets, Pontiacs, Buicks, and Cadillacs to appeal to increasingly affluent market segments.

The Challenge: 

A major automobile manufacturer – who was already using our syndicated data for market planning efforts – wanted to apply it to their proprietary segmentation scheme as well. This would enable them to learn a great deal more about their target customer – especially their media habits and how best to reach them with an efficient media buy. They also wanted reliable information about their automotive target at the local level, which required gathering well over 100,000 interviews.

Applying Our Insights: 

Because Scarborough already had a great deal of insights in our syndicated data, we only needed a brief internet and telephone questionnaire to supplement our information. We tailored the survey to align with the client’s existing segmentation system, as well. This approach enabled us to provide them with a complete picture of their target in a framework that seamlessly integrated with their current processes.

The Results: 

By re-contacting our existing respondents, we produced an incredibly important dataset of automotive purchase intentions – from likelihood of buying new vehicle to their existing vehicles type to their media habits. Then our analysts applied this market intelligence to those who fit the profile of the target customer. The resulting media buys were highly targeted, and allowed the client to spend their advertising dollars efficiently and effectively. In addition, this gave them the tools to evaluate the continued relevance of the target segment, as shifting currents of affluence, fuel costs, and purchase preferences evolve within the United States market.

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