Last week, a certain Ideopian had a minor fender bender, which left a golf-ball size crater in her bumper. Three days later, a pile of mail arrives, including 8 letters from personal injury attorneys and 3 chiropractors, all triggered by the filing of a police report. Triggers work because they allow you to present tailored communication at the exact time your prospect wants it. Smart marketers are always looking for them. For example, high pollen counts trigger radio ads for allergy remedies, and weddings trigger campaigns for housewares. Every product or service has a trigger.
It turns out that people who drive hybrids are different from those who don’t. You can download a report from Scarborough (see summary below) that tells why. Please drop a note if you find any of this information shocking.
According to a recent analysis from Scarborough Research, almost
half (42 percent) of the households in the U.S. that own or lease at
least one hybrid vehicle have an annual income of $100,000 or more.
That is more than twice the
national average. The adults who live in these households, "Hybrid
Owners," are more than twice as likely as all U.S. adults to have a
college degree. This includes the twenty-seven percent of Hybrid Owners
who have a post
graduate degree, compared to nine percent of adults overall. Hybrid
Owners skew older than average, and are 23 percent more likely than
average to be aged 50+.