http://www.InternetSales20Group.com Call 856-546-2440 and speak to Joe Argento or Billy Vamvakidis for details.
3 Scholarships Available For The Upcoming Internet Sales 20 Group 3- Day Training Conference In Philly July 10th - 12th
http://www.InternetSales20Group.com Call 856-546-2440 and speak to Joe Argento or Billy Vamvakidis for details.
3 Scholarships Available For The Upcoming Internet Sales 20 Group 3- Day Training Conference In Philly July 10th - 12th
Are you tired of feeling like you never have enough time? You worked all day without stopping, yet you cannot clearly identify the tasks that have been completed. Unfortunately (and fortunately), we all have the same exact amount of time to maximize or waste.
There are 86,400 seconds in a day. Once they are gone, they are gone. Use them wisely! It’s time to stop working harder and start working smarter. Being busy is not an indicator of success. Instead of creating habits to be busy, create habits to do more in the same amount of time or less.
The No. 1 concern I hear from auto dealers is that there is not nearly enough time to accomplish tasks. Most people are investing some serious hours in the store, yet they leave feeling dissatisfied with their productivity level. Their stress level is through the roof. They are agonizing over the tasks that didn’t get done and dreading their return the following day.
When I conduct time-management training and consulting, I begin by qualifying the method in which the members of the organization manage their tasks. I typically find that half are crisis-oriented, allowing the day to take them wherever it goes depending on what fires they are putting out, and the other half are “to-do” list-driven. While the latter is way more efficient than just allowing the day to lead them, this still is not enough.
The following 17 tips will bring you closer to increased productivity. They will help you distinguish the priority tasks from distractions disguised as tasks and, ultimately, achieve your goals.
1. Stop saying you don’t have enough time! Our thoughts become our words and our words become our actions. If you continue to tell yourself that you do not have enough time, you won’t.
2. Maintain a master task list, but not just a long, running list, randomly arranged. Instead, assign due dates to those items based on priority level. You should have two tasks lists: one for personal tasks and one for professional tasks.
3. Use the “ABC” order method to assign priority levels to your tasks. A. items are items that are due the same day, B. items are items that are due within the next few days and C.items are tasks that are due a week or more out. Items that have due dates are clearly defined, but for the others, assign them.
4. Take your ABCs one step further. Once you qualify your tasks as As, Bs and Cs, drill down deeper by turning your As into A1, A2, A3, A4 and so on. This will give you the ability to put your most important tasks in sequential order.
5. Work in threes. Relieve the sense of feeling overwhelmed by thinking about three tasks at any given time. Handle your A1, A2 and A3 first, then assign the next three items. Small bites are easier to digest.
6. Work within your influence. As my daughter would say, you are not an octopus. You can only accomplish as much as you are physically able, so no need to concern yourself with Tasks Seven, Eight and Nine when you haven’t completed the six tasks before them.
7. Use the Three Ds. Do it, delegate it, or destroy it. As tasks arise, determine if you will do it and assign it an A, B or C or delegate it to someone else in the organization (or a friend or family member, if it’s personal). If the task doesn’t further advance your life personally or professionally, eliminate it completely!
8. Use a calendar and put all your appointments on it. The same goes for personal and professional engagements. Whatever gets scheduled gets done.
9. Just say “No”! Have the courage to say “No” to tasks when your plate is already full. If the task is being assigned from above, try asking, “I have no problem with jumping on that, but please let me know which of these other high-priority tasks you would like me to put off in order to accomplish this newly assigned task?”
10. Limit interruptions. Self-interruptions are a thing too. It takes an average of 25 minutes to return to the original task after an interruption. Allocate an hour in the morning and an hour in the afternoon to label as “quiet time.”
11. Plan “interrupted” time too. Allocate one hour of the day to proactively determine what tasks need your assistance. Failing that, let your team members know that they can stop by at a certain time to get assistance.
12. OHIO — only handle it once. Don’t procrastinate. If you aren’t going to do it, delegate it or destroy it.
13. Don’t discriminate. In other words, don’t put off the tasks you don’t like doing. Take emotion out of it and work objectively.
14. When working on tasks, begin with the end in mind. Waiting to see where a project will take you is not a productive mindset. A defined agenda will keep you focused and moving smoothly, allowing you to complete tasks in a shorter time frame and reduce your stress level.
15. Pick a day of the week to complete each recurring task. Treat them like appointments and they will become habit.
16. Eliminate distractions. Don’t feel the need to answer the phone just because it is ringing or check emails constantly. This may be a hard habit to break, but close out your email browser and assign yourself certain times of the day to check emails, voicemails and social media.
17. Breathe. Unless you are performing brain surgery or dismantling explosives, I promise you it will be OK. Sometimes just taking a small timeout to rest your mind is enough to do the trick.
Karen Bradley is the CEO of Dealer Synergy. She has 10 years of sales training experience and nine years’ experience as a Franklin Covey-certified trainer and facilitator.
** WORLD PREMIER of the (Soon To Be SMASH HIT) "Test Driver" #TestDriverSong AKA the Rocky Song "Survivor" (Eye of the Tiger) PARODY for the #AutomotiveSales Industry! #CarDealers should be able to relate! As you might or might not know but we are famous at Internet Sales 20 Group for making AWESOME #MusicVideos , our LAST ONE we did, The Drake#HotlineBling PARODY went VIRAL and we got over 200,000 views BEFORE the Record Label FLAGGED US on YouTube so we reuploaded on Vimeo. There are NOT nearly as many views on Vimeo but thats why and WHY this song is on Vimeo as well so we don't lose it :) We will be shooting the OFFICIAL Music Video at the upcoming www.InternetSales20Group.com 10 in #Philly July 10-12. This year's production is going to be EVEN BIGGER than our SMASH VIRAL HIT "I just Wanna Sell A Car To You". So, please LIKE, COMMENT and more important SHARE this song. Lets get it ALL OVER the industry and lets get ready to CRUSH the Music Video in Philly at #IS20G10! THANK YOU ALL and a SPECIAL Thank you to L.a. Williams III aka L.A. Dubb who wrote and produced the track!!
Here is the Hotline Bling Parody MUSIC VIDEO "I just wanna sell a car to you" - https://vimeo.com/151930496
Internet Sales 20 Group 3-Day Training Conference Is Looking For Speakers And Panelists
The #IS20G Training Conference is one of the most respected in the industry. The upcoming Internet Sales 20 Group will be number 10 in the last 7 years. We are coming back to where it all started, in Philadelphia July 10th 11th and 12th at the 5-Star Luxury Hotel, the Hyatt at Beliveau. We are expecting 300 Dealer Attendees this year and have an amazing curriculum already outlined of the country's ELITE: Dealer Principals, GMs, Internet and BDC Directors as well as the absolute BEST Subject Matter Experts in the industry today.
*** We are looking for Dealer Principals, GMs, Internet / BDC Directors that are CURRENTLY working at a Dealership / Dealer Group that would like to #Speak or be on one of our powerful #Panels. If you are interested please call or text me 267-319-6776 or email me at email@example.com. In addition to our superb lineup of Trainers and Subject Matter experts we already have some powerful Dealer Principals, GMs and Internet / BDC Directors that will be both conducting General Sessions as well as participating on the panels. Our Dealer Attendees LOVE to hear from OTHER DEALERS. So, if you have a passion for our industry and would like to share your knowledge and experience please contact me ASAP.
Here is the schedule:
and our list of our 21 Elite Speakers
Here are a couple of Videos Explaining the #IS20G:
AND Dealer Principals and General Managers (as well as their spouses) are FREE!
The Official "King Of The Ring" Belt For The Battle At #IS20G 10
Happy Birthday to Dealer Synergy and Our CEO Karen Bradley from Dealer Synergy 856-546-2440
Karen Bradley Presents the '7 Habits of Highly Effective People FREE Webinar - April 18 - 1PM EST
The 7 Habits of Highly Effective People Overview
Are you looking to achieve a level of true effectiveness at the dealership? To lead a life based on timeless principles of effectiveness? To live each day with purpose? To build life-long, mutually beneficial relationships with your customers and co-workers? If the answer is yes, then this “7 Habits of Highly Effective People” webinar is for you!
There is a reason why “The 7 Habits of Highly Effective People” curriculum, written by the late Stephen R. Covey, is taught to over 65% of all Fortune 100 and Fortune 500 corporations. Additionally, there are over 6 Million people globally trained on the the “7 Habits”, with over 35 million book copies sold worldwide, making it the #1 non-fiction book of all time. The “7 Habits” focuses on time management, leadership, organization, communication and teaches you how to truly achieve Work / Life balance.
If you work in a dealership, you know how chaotic it can be. Often times, it is difficult to distinguish the priorities from all of the noise. You invest 8, 10, even 12 hours of your day only to leave feeling like you got nothing accomplished. Also, it’s no secret there is a serious problem in the automotive industry with attrition! Our industry is plagued with mediocrity. You see it on the Showroom sales floor, in F&I, in Service, in the Internet Sales Dept and BDC… it’s everywhere! If you want to learn how to do more, be more and achieve more, you need to understand the “7 Habits of Highly Effective People” and how they can literally transform your LIFE! Register today and be well on your way to personal and professional effectiveness!
Karen Bradley Biography
Karen Bradley, is the CEO of Dealer Synergy, a top rated International Training and Consulting Firm that specializes in building Internet Departments and Business Development centers around the globe. She is also the Co-founder of Internet Sales 20 Group, an education company that specializes in training automotive sales professionals through their first class national bi-annual conference.
Karen has 10+ years Automotive Sales experience where her sole mission has been to help car dealerships and their personnel achieve their maximum potential. She has directly helped over 1,100 roof tops and tens of thousands of Automotive Sales Professionals evolve personally and professionally.
Karen also has 14 years of Accounting experience and 9 years experience as a Certified FranklinCovey Trainer and Facilitator for the 7 Habits of Highly Effective People and The 5 Choices to Extraordinary Productivity. She is an instructional design and curriculum development specialist, a time management and organization expert, as well as a process engineer. She has been recognized by the National Speaker’s Association for her skills in public speaking and was nominated in 2015 as one of the top 100 Leading Women in the North American Auto Industry, by Automotive News. Karen has also graced the covers of several major automotive magazines; most recently in AutoSuccess’ April 2016 edition, for her expertise on the importance and usage of video.
Karen’s most important role is as a proud wife and mother of 4 kids, ranging from 3 years old to 18 years old. Combine this role with her role as an owner of 8 companies, by living the 7 Habits of Highly Effective People, Karen is truly able to achieve “Work / Life” Balance, the basis for today’s webinar.
You can Call or Text Karen at 484-663-3584 or email her at firstname.lastname@example.org
Stall tactics are a type of objection that don’t mean “no”, they just mean “not yet”. Sometimes they indicate our customer’s need for more information (logical) and often they tell us that our customer just isn’t comfortable moving forward yet (emotional). Stalls can be the result of not building enough value in our customer’s mind, but usually it’s nothing more than a natural response to an uncommon situation like a major buying decision.
Unfortunately, stalls sound just like their brothers the “reflexive” objection (those that come before we’ve had time to relax our customer by building rapport) and the “condition of sale” objection (those that come at the end of the transaction and must be satisfied for the sale to occur). By far, the most common reason sales people fail at effectively handling a stall is because they only know one or two ways to handle objections and most of the strategies they do know address the “condition of sale” for closing purposes.
To effectively handle stall tactics, we need to have responses that address both the logical stall and the emotional stall and then we need to recognized where in the sales transaction the stall appears. By taking into account the timing in which it occurs, we’ll be able to use the appropriate strategy to help make it easier for our customer to move forward through the buying process. The majority of sales are missed because the salesperson isn’t able to help the customer make it through the entire sales process, not because they didn’t have what the customer wanted.
There are many different kinds of stalls, but for our purposes now, we’ll address the objection:
I need to think about it
If this objection occurs at the transition from the lot to our office, many sales people mistakenly first use the direct question strategy: “What exactly do you need to think about?”, which is a perfectly good strategy, if our intent was to close the sale. This strategy is specifically designed to help us close the sale by narrowing it to the final objection.
However, what are we trying to do here, close the sale or get to the write up? Our intent is to make it easy for our customer to get to the next step of the sale; the write up stage. By using a closing technique here, we often force our customer to justify why they shouldn’t begin the negotiating process. We unwittingly hurt both our cause and our customer’s. Plus we may make our customer even more uncomfortable thus creating a bigger roadblock than it currently is.
If this objection occurs at the transition, we should first use “Smart Decision”:
● “Folks, at least allow me to share with you the basic numbers, that way you’ll have all the information you’ll need to make an intelligent decision. That makes sense, right?” (Wait for the answer, then say,) “Follow me.”
● “Of course you need to think about it, it’s a big decision. Come on inside with me, and allow me to give you a basic idea of the numbers involved. That way when you do think about it, you’ll have all the info you’ll need to make a smart decision. Does that make sense?”
If this objection still exists at the transition or if it occurs after presenting the first figures, then we can use “Exactly What”:
● “If you don’t mind me asking, exactly what is it you need to think about?” (If they say, “we don’t know”, we say,) “If you did know, what would it be?” (If they still say, “we don’t know”, we say,) “But if you had to guess, what would it be?”
When our customer won’t/can’t pinpoint the roadblock to a decision, we can use “3 Ps”:
● “How long do you need to think about it folks?” (Wait for their answer, then adjust this response to their number. If they say two days, we use the number two. If they three days, we use the number three. Let’s assume they tell us “One day”, we say,)
“Folks, whether it takes one day, one week, or one month, it’ll come down to the same three issues it does for all of us. We actually call it the three Ps. If you’ll let me share them with you, it’ll probably save you a lot of time, may I?” (Wait for their answer, then say,)
(At this point, we are simply trying to discover what the final objection is. And since our customer is already predisposed to tell us “No”, we’ll frame the next questions to make each “no” a “yes”.)
“The first P stands for product. Is it missing some equipment?” (Wait for their answer) "Is it the wrong color?” (Wait for their answer) “Does it have too many miles?” (Wait for their answer) “Is there anything about the vehicle that you’d change?” (Wait for their answer)
“Okay, if it’s not the first P, then it’s probably the second P and that’s the people element of your decision. Is it the dealership location that’s got you hung up?" (Wait for their answer) “Is it the dealership reputation?” (Wait for their answer) “Goodness, I hope not but did I do something to offend you” (Wait for their answer) “Is there anyone here that’s given you the impression that we wouldn’t go the extra mile to make sure you’re satisfied?” (Wait for their answer)
“Well if it’s not the first P, and it’s not the second P, it’s got to be the third P and that’s either price or payment. Which one are you most uncomfortable with?” (When we discover what the final objection is, we address it accordingly.)
If this objection occurs at the end of the negotiations, we use “3 Questions”:
● “At the point we’re at now, your decision comes down to three basic questions, may I share them with you?" (Wait for their answer) “Number one, does this vehicle give you what you want?” (Wait for their answer) “Number two, can you afford it?” (Wait for their answer) “Number three, am I the kind of person you want to help you with this decision and to support you through the entire ownership experience?” (Wait for their answer) “Since you’ve answered yes to all three, I just need your okay right here.”
As a last resort, we can use “Excuse Myself”:
● “After all this, if my clients are still telling me they need to think about it, what they are really politely saying to me is that they want to discuss it without some salesguy/salesgal hanging all over them. I completely understand that folks. Let me do this, let me excuse myself for a few minutes and you discuss this. When I come back I’ll make myself available to answer any final questions you may have. That way you’ll feel completely comfortable about owning your new vehicle.” (Then we quickly get out of their line of vision for about half a minute. After 30 seconds or so we get back into their line of vision but not so close as to be able to hear what they are discussing. Once they call us back in, we address either their “No thanks” or their “We’ll take it” but what they can’t tell us is they still need to think about it. Most of the time that is.)
Timing can sometimes mean everything. By having multiple strategies for each of the most common objections we encounter, and by being cognizant of the timing in which they occur, we can usually competently and confidently lead our customer through the entire buying process.
AIS Interviews The "Billion Dollar Girl", Toni Anne Fardette, Director of Business Development For The Atlantic Auto Group ($1.1 Billion Dollar, 22 Roof Top Dealer Group)
Does not matter if you are a Dealer Principal, GM, Sales Manager, Internet / BDC Director, Automotive Sales Professional or a Receptionist. You must watch this powerful interview from one of the absolute BEST professionals in the entire Automotive Sales Industry, Toni Anne Fardette of the NEw York Auto Giant, The Atlantic Auto Group. Toni Anne is a major force within this Billion Dollar + Dealer Group. Toni Anne started as a receptionist and now is in command of a $1.1 Billion Dollar Dealer Group's eCommerce, Internet Sales, BDC, Training, HR and so much more.
Enjoy my friends-
Sean V. Bradley, CSP Upgrades to the White 2017 BMW i8 - BMW of Turnersville - New Jersey
Register For FREE Autobytel Webinar "The Phones and Internet Are The New Showroom", Presented by Sean V. Bradley, CSP
Register for the "Internet And Phones Are The New Showroom" Webinar - March 7th at 2:00pm
Happy Sweet 16 Kalina Bradley And Congrats On Your First car - 2017 VW Beetle Convertible "Denim" Edition.
Today was a very special day on multiple levels. first, it was Kalina's Birthday. Her "Sweet 16". Additonally, she received her FIRST CAR!!! It was a beautiful White VW Beetle Convertible. She was super happy and her family was so very proud of her and happy for her.
Dealer Synergy is Hiring Sales Coordinators / Assistants - Audubon, NJ - 08106
We are #HIRING at Dealer Synergy !! I am looking for #Sales ASSISTANTS / Sales Coordinators. We are growing so fast and can NOT EVEN respond to all of the #leads #prospects #interest coming in on a daily basis. We do NOT want or need any #ColdCalling or #Prospecting. We have so many opportunities here. We just need some #SalesAssistants that want to help us take our company to the next level. Schedule is 8:30am - 5:00pm, Full Benefits:
- Medical, Dental and Vision Insurance
- Holidays Off
- 401K (and we match 3%)
- Continued Education (Education reimbursement)
- Tremendous opportunity to grow
- You can Make as much money as you can earn
- You will be able to earn a MINIMUM of $40,000 - $60,000
- Opportunity to evolve to full blown Sales Executive (versus just an assistant)... A Sales Professional at #DealerSynergy can earn $120,000 - $150,000 EASY.
- Training from the BEST in the World
- Be mentored by a Multi Millionaire... who started with NOTHING
** Please send resume to email@example.com or Call / Text me at 267-319-6776
*** This is ONLY for NJ / Philly Residents to work in our corporate office in Audubon, NJ.
**** Experience a PLUS but I am willing to invest and train the RIGHT PERSON
New research shows that being there and useful in consumers' initial auto searches leads directly to dealership visits. The brands that want to win sales on the lot need to first win these early micro-moments.
Customers increasingly rely on digital, and especially mobile, to help with their auto purchase journey—to research, find deals, and get real-time auto advice. For example, 1 in 3 adults in the U.S. watches auto content on YouTube once per month.1 Today, these digital interactions influence shoppers' decisions as much as (and potentially even more than) the salesperson on-the-lot. And because we're not yet able to start and finish an auto purchase online, it's critical for brands to win early micro-moments to drive people to the lot.
We conducted a study looking at individual micro-moments and their impact on dealership visits. We found positive correlations between searches in all five of the key auto moments and a visit to the dealership.2
For moments later in the purchase journey it should not be a surprise if a consumer turns up at your lot—for example, when someone searches for where to buy a car.
However, being there in initial moments matters too. Our study shows thatconsumers in their early research moments, such as which-car-is-best or is-it-right for me moments, are signaling intent to visit a dealership within a week.3For brands, then, having a digital presence across all the five key auto micro-moments is critical.
Format matters in driving traffic to the lot Equally important to being there in the initial research phase is being useful with the right content in the right format. For early micro-moments, video is great for engaging consumers. In fact, of people who use YouTube while buying a car, 69% are influenced by it—more than TV, newspapers or magazines.4
For auto consumers, our research shows that YouTube has the greatest impact at the start of the purchase journey. People using YouTube in which-car-is-best moments showed a higher correlation with dealership visits than people using YouTube in other moments.5 Some of the common search terms for shoppers in these moments include: "[brand/make] + reviews," "[brand/make] + specs," and "best luxury cars."
Once consumers have narrowed down their which-car-is-best choices, they want to know if their selection will fit their lifestyle and needs. They're curious about features, options, interiors, and exteriors. Increasingly, they're turning to Image Search to answer these is-it-right-for-me questions. Search interest for "pictures of [automotive brand]" is up 37% year-over-year,6 and 80% of these searches are now happening on mobile.
These image searches can drive consumers to the dealership. In fact, consumers who used Image Search in is-it-right-for-me-moments were more likely to head to the lot than those people using Image Search within other moments.8 In these moments, popular search terms include: "[brand] + sedan models," "[brand/make] + interior," and "[brand/make] + dimensions."
If you want to be one of the few visits that a consumer makes to the dealership, invest in mobile for those early micro-moments too. We can unequivocally say that being there across all five moments is important if you want to turn auto browsing into buying. But don't fall into the trap of thinking that buying decisions only happen at the end of the marketing funnel. If you want to be one of the few visits that a consumer makes to a dealership, invest in mobile for those early micro-moments too.
We can unequivocally say that being there across all five moments is important if you want to turn auto browsing into buying. But don't fall into the trap of thinking that buying decisions only happen at the end of the marketing funnel. If you want to be one of the few visits that a consumer makes to a dealership, invest in mobile for those early micro-moments too.
And don't forget to track the impact of being there in early micro-moments. Tools such as Google store visits or store sales can help OEMs understand the role of these moments in prompting dealership visits, and help your brand drive true business growth.
Digital Trends: Luxury Auto Shoppers July 2016
A data-driven look at the online behavior of luxury auto shoppers.
And don't forget to track the impact of being there in early micro-moments. Tools such as Google store visits or store sales can help OEMs understand the role of these moments in prompting dealership visits, and help your brand drive true business growth. Sources
1 Google/Ipsos Connect, Mobile Video Study, U.S., n=2503, among adults aged 18-54 who go online at least monthly, Feb. 2016.
2,3,5,8 Google Data, aggregated and anonymized data are based on a sample of U.S. users that have Location History turned on, 2015. Compared foot traffic to any auto dealership between users who searched for an auto keyword within 7 days and those who did not. Auto keywords included in the analysis are the top 500 keywords by auto micro-moment.
4 TNS Media Consumption Report, 2015.
6 Google Trends, September 2015 vs. September 2014, United States.
7 Google Internal Data, September 2015, United States.
Marketing to Gen Xers? Here's What They're Watching on YouTube
Want some insight for marketing to the so-called "latchkey generation?" Looking for YouTube user demographics? Check out the latest research on Gen X engagement trends on YouTube.
Netta Gross , Brianne Janacek Reeber
Video Consumer Trends Search
Put Google research and insight behind your thinking SUBSCRIBE Generation X, born between the mid-1960s and late '70s, bore witness to the technology revolution. Its members are old enough to remember a time before the internet, but young enough to have adapted quickly to the changing technological landscape. The incentive for brands to engage this generation on YouTube is, in a word, massive. According to Pixability, Gen Xers account for over 1.5B views every day on YouTube.1 To better understand Gen Xers' priorities relative to their YouTube engagement, Google conducted qualitative and survey-based research in partnership with Ipsos Connect and Flamingo.2 The findings? Gen Xers' behavior on YouTube reflects broadly held assumptions about the generation: their ability to self-start, their love for nostalgia, and their desire to be in the know, just to name a few traits. Below, check out the stats behind the YouTube behavior of Gen Xers, and get color commentary on each trend from someone who knows a thing or two about this cohort—Justine Bloome, head of strategy and innovation at media agency Carat. Justine works every day with brands like The Home Depot, MasterCard, General Motors, Disney, Mondelez, and P&G to connect with Gen X audiences. 1) Embracing nostalgia
YouTube is certainly good for a look back. It's almost a time capsule in that way. Remember that jingle you knew every word to as a kid? It's probably on YouTube. Remember that jaw-dropping scene from your favorite crime drama? It's probably on YouTube.
Justine's take on Gen X using YouTube for nostalgia: "I don't think that Gen Xers are any more nostalgic than previous generations. However, their ability to tangibly access their nostalgia—and our ability to observe that behavior through data—has changed. For example, with a number of entertainment and celebrity icons from the '80s and '90s passing on in 2016, I am sure YouTube saw huge spikes in Gen X searches for Prince, David Bowie, George Michael, and others. Part of me also wonders if this is how Gen Xers share these memories with their children—allowing them to experience it firsthand, rather than just hear their parents recount the story." 2) Staying in the know
YouTube is Gen Xers' way to keep a pulse on current events.
Justine's take on Gen X using YouTube to stay in the know: "Gen X grew up with US Weekly and witnessed the dawn of reality TV. Remember 'The Real World' on MTV? 'Survivor?' Gen X had front-row seats to the rapid rise of reality TV and celebrity culture. Gen X also adapted quickly to many groundbreaking technological innovations that sped up access to news, entertainment, and personal connections—think VCRs, CDs, digital portable music players, and mobile phones. And they were early adopters of social media at scale. Staying relevant and not feeling left out is important to their identity, so it makes sense that they turn to YouTube to keep a pulse on current events." 3) DIY on their own terms
For Gen Xers, it's important that they're able to take this how-to content at their own pace. To that end, they report making good use of the pause and replay buttons as they master a new skill.
Justine's take on Gen X using YouTube for DIY on their own terms: "Gen Xers were first known as the 'latchkey generation.' Many grew up in households where both parents worked, so they found themselves home alone more so than previous generations. They took a lot of responsibility for themselves and their siblings, and subsequently developed a sense of independence and willingness to self-start. Gen Xers are now at a place in their lives where they have the means and time to invest in their surroundings, their personal appearance, as well as their health and well-being. Comparatively, Gen Xers are less likely than Millennials to ask others for their opinions, so I am not surprised that Gen Xers use YouTube to figure something out on their own." What this means for brands So why does all of this matter to brand marketers? Because 75% of Gen Xers watch YouTube at least monthly on any device.3 And 64% of Gen Xers bought a product or service they saw in a video on YouTube when they were learning how to do something.4 All of that watching presents a significant opportunity to influence. Sources
1 Pixability Software. All-time data up to Nov. 2016.
2 Google/Ipsos Connect, U.S., YouTube Human Stories: Gen X, n=1,004 among respondents age 35–54 who go online at least monthly, Sept. 2016. Google/Flamingo ethnographic research among 15 respondents age 35–54, Sept. 2016.
3,4 Google/Ipsos Connect, U.S., YouTube Human Stories: Gen X, n=1,004 respondents age 35–54 who go online at least monthly, Sept. 2016.
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