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Trusted Dealers targets over 50s with ad campaign

Neil Addley

NFDA Trusted Dealers is targeting over 50s with a new marketing campaign aiming to boost sales and increase brand awareness for its clients across the country.

Incorporating press, social media and digital marketing, the campaign aims to promote cars listed on the online classified site, as well as the benefits of buying from a franchised dealer and the protection afforded by Trusted Dealers’ 10 Points of Difference.

Trusted Dealers managing director, Neil Addley, said: “Trusted Dealers counts some of the biggest franchised dealers in the country amongst its members and this new campaign will showcase cars from these dealers on a very targeted platform, to the people who are most likely to buy.

“Over 50s are the most likely to buy from a franchised dealer, valuing the benefits of buying knowing there are no nasty surprises.”

Research shows that over 50s make up 80% of the UK’s total wealth and have around £205 billion in disposable income, more than 15 million of over 50s in the UK are now online, with six million on Facebook, and an estimated annual online spend of £2,100.

Some 70% of over 50s believe it’s worth paying extra for quality goods and 44% are prepared to pay more for products that make life easier, making them a valuable target audience for franchised dealers.

Addley said: “We’ve conducted a great deal of research into the market and the changing way in which people are researching and buying their cars, with a growing focus on social media platforms.

“This integrated campaign will market our clients’ cars across a variety of platforms, specifically tapping into the growing demographic on digital platforms and social media.”

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  • Yorkie - 07/06/2016 17:15

    I`d love to know where and with whom the research was conducted. I along with most of my friends are all in our 50`s and based on past experiences, a dealership the last place we`d go to buy a new car. Buying from a retailer you are not getting value for money anymore. The internet has removed the need in 80% of cases to visit a retailer even for routine SMR work. Dealerships have huge overheads and salaries to cover so why incur these in the purchase price of the car when you can benefit from reputable on-line suppliers who in most cases are always going to offer better deals.