The target market of Generation Y is not easy to reach in method or message. “This group is technologically, socially and environmentally different from older generations” (Olson, 2007). Messages have to appeal to them at multiple levels invoking them to want to know more about the brands and prompting them to engage in online research and peer input to solidify their thoughts and opinions. A unique blend of media vehicles – both traditional and alternative – must be utilized to reach the targeted audience through the clutter to optimize engagement. This brief will discuss the appropriate appeals, message themes and media vehicles necessary to reach Gen Y and propel the ...view middle of the document...
Music has moved beyond tuning into your favorite radio station, has become thoroughly integrated into the lives of Gen Y and therefore will compliment the main appeals of humor and emotion. This generation is all about self-expression and music is the most related outlet for them to express who they are and what they need (Stellin, 2006). Today Gen Y sees television shows and movies as less relatable, so music is an outlet they are very passionate about (Stellin, 2006). The choice of music is paramount and will need to be hip, go with the humorous/emotional tone and cause the consumer to want to watch the engagement. A familiar song will be used so that brand recognition can be build between Chevrolet and this song whenever it may be heard.
The market for fuel-efficient, environmentally friendly and technologically advances vehicles is growing. To attract Gen Y buyers, Chevrolet needs to focus on (Archer):
* Financing deals to give younger buyers a better chance of driving off in a new car
* Ability to customize the vehicle to buyers individual tastes
* Highlighting the distinct look of their vehicle line up
* Technology features
* Fuel efficiency for cost savings
There will be three major advertising message themes to pique Generations Y interest in the Chevrolet brand through the integrated marketing approach. All messages will revolve around the slogan – Chevrolet. Amplify. The messages will appeal to the target with the main focuses of customization, technology and value. Within each message, the primary focus will be highlighted and the other complimentary messages will also be mentioned both verbally and visually.
Chevrolet. Amplify Who You Are.
This message will relay how Gen Y can customize their brand new Chevrolet, as they are demanding consumers who expect more selectivity, personalization and customization in their products and services (Sweeney, 2006). If they can’t have their specific dream car, then they do not want to drive anything or their mom’s mini-van (Faw, 2012). In fact, 77% of the target audience is so into their own automobiles, they would like to customize their vehicles on an ongoing basis (Yvkoff, 2012). So the “Who You Are” message will convey Chevrolet’s versatile trim packages with many levels of customization and appearance upgrades. This will include performance options and accessories to appeal to the entire audience range.
Chevrolet. Amplify Your Technology.
While previous generations may have lusted after horsepower and engine, one of the biggest selling points for Millennials with an automobile purchase is the available technology (Yvkoff, 2012). This includes touch-screen interfaces that are must-haves for 73% of Gen Y consumers and 72% are looking for smartphone application integrations (Yvkoff, 2012). So this message will focus on the interior of the car and promote all of the gadgets and plug-ins available to both the driver and passengers....