Marketing to Younger Drivers

You naturally hope (for their sake and for the benefit of the driving public) that you never see a customer again. We know, however, that despite the demonstrated effectiveness of traffic safety education, it's likely that you'll encounter a repeat customer or two. Why not lock in younger drivers and earn yourself a lifelong customer—or, at least, a lifetime of referral business?

Branding is incredibly important to the teen market, so establish your products' credibility and make sure to extract and promote the qualities that will raise you above your competition. Be specific and sincere. Bear in mind, also, that parents' opinions matter: they are the economic providers, and you must address and cross-market to them with a well-positioned message.

Jump on the bandwagon. Nothing is so enticing to the teen market as whatever their friends are doing. Encourage them to join the crowd by buying your product. Promote through the new social media websites. Highlight the "coolness" factor and you'll have trouble keeping them away!

Excitement! Who could ever have imagined that traffic safety education could be so much fun? Make sure to position the entertaining features of the course at the front of your marketing message.

Boredom in a classroom vs. FUN on the Internet. How would new drivers rather learn? Why should teens—and their parents—be inconvenienced when driver education is approved and available in their home, at any time they want access to it, backed by great customer service?

Good for the entire family. Rebelliousness aside, kids are more likely to purchase a product that considers adult approval and doesn't come across as just another slick marketing message. As well, you'll need to appease the parents who will actually be handing over their hard-earned income. By appearing fun but responsible, you can have the best of both worlds.

Facts and stats. Use statistics and other hard facts to enhance your products' credibility and put you ahead of the competition.

Remember that teens are a constant target of marketers, and can be a challenging crowd to woo. Marketing communications should be direct and to-the-point, with no frills or embellishments. Most importantly, your message should be trustworthy. You are not selling something for your benefit; you are selling something that will benefit them. Keeping these points in mind when developing marketing strategies for your younger prospects can help you to attract customers that will be with you for a lifetime.