Recent Recalls and Turmoil Create Hot Auto Sales Leads, Acxiom Study Shows

Uncertainty over numerous automotive recalls has created 2.7 million "fence-sitters” in the U.S. auto market. Automotive marketers have a rare opportunity to influence this large, uncommitted consumer group using precise lead targeting methods based on lifestyle, demographic information and analytical modeling, according to new research from Acxiom^® Corporation (Nasdaq: ACXM).

The latest Acxiom Auto Consumer Dynamics Study examines lead intelligence and provides real-world insights into one of today’s hottest lead segments, what’s most likely to motivate them and how best to reach them. The study uses Acxiom’s proprietary in-market timing model to focus on the nearly 3 million fence-sitters (500,000 of them looking to buy a new vehicle) who exhibit high propensities for both Toyota and domestic vehicles.

"Marketing budgets are too small and disparities in consumers are too large for traditional lead generation marketing,” said Jeff Hood, Acxiom Vice President for the auto industry. "These methods have proven to be too inefficient on a large scale. The model examined in this study identifies and pinpoints the prospective buyers of new and used vehicles who have expressed the intention to buy within the next 12 months and what motivates them to buy a specific vehicle.”

A major finding in the survey is that new, highly targeted measures, such as Acxiom’s lead conversion model (based on demographic, lifestyle, life-event triggers, garage information, lead quality and consumer purchase propensity), shows more than three times the promise of traditional methods in pinpointing those most likely to buy.

Other key insights from Acxiom’s study include:

• Recent Toyota buyers were motivated by necessity, lifestyle changes and record incentives. Recent Ford buyers responded to offers of "tech toys” (such as Sync, a voice-command technology), better mileage and incentives.
• Only one of Acxiom’s 10 automotive consumer groups, "Rich and Retired,” represents lead opportunities for both new and used vehicles.
• Also inclined to buy new vehicles are consumers in the "Wide Open Spaces” group, who have a propensity for pickup trucks.
• Those leaning "new” are attracted by incentives and monthly payments that fit their budgets; those leaning "used” could go either domestic or import.

Acxiom’s Automotive Consumer Dynamics is the industry’s first comprehensive, consumer-centric view of the U.S. automotive market. Developed from the world’s largest repository of up-to-date U.S. consumer intelligence (InfoBase-X^®) and Acxiom’s leading PersonicX^® life-stage segmentation, Automotive Consumer Dynamics applies sophisticated modeling and analyses to deliver a power combination of hindsight, insight and foresight regarding in-market time, brand propensity and other vehicle segments that span over 95 percent of all U.S. individuals and households.

For a copy of Acxiom’s latest study, please go to www.acxiom.com/automotiveconsumerdynamics. For more information on Acxiom products and services, call 1-888-3ACXIOM or visit www.acxiom.com.

About Acxiom

Acxiom is a recognized leader in marketing technology and services that enable marketers to successfully manage audiences, personalize consumer experiences and create profitable customer relationships. Our superior industry-focused, consultative approach combines consumer data and analytics, databases, data integration and consulting solutions for personalized, multichannel marketing strategies. Acxiom leverages over 40 years of experience of data management to deliver high-performance, highly secure, reliable information management services. Founded in 1969, Acxiom is headquartered in Little Rock, Arkansas, USA, and serves clients around the world from locations in the United States, Europe, Asia-Pacific and the Middle East. For more information about Acxiom, visit Acxiom.com.

Acxiom, InfoBase-X and PersonicX are registered trademarks of Acxiom Corporation.