With a buying power of more than $200 billion per year, it’s important to understand the thought process of millennials, their purchasing habits and what exactly drives them to buy. This generation comprises roughly a quarter of the U.S. population, and they have become an intricate part of our economy. Now more than ever, it’s important to know how to properly market to, and engage with, this audience.

At Management Success, our team of consultants and some of the industry’s most successful shop owners recently gathered together for a roundtable discussion on “How to Market to Millennials.” They answered each other’s questions and shared tips and methods that they use to successfully market to this generation in their shops. Here are some highlights of what they had to say:

No Means Know

This point runs true for all consumers, but considering their ultra tech-savvy reputation, millennials take the term “research” to a whole new level. If a rattling sound is detected from underneath the vehicle, they will most likely turn to the Internet before they turn to you.

Technology is a powerful resource and it’s right at their capable fingertips. By the time your service advisor has them on the phone, they already have an idea of what could be causing the noise and approximately how long the repair should take. Millennials like to know exactly what issues they are facing and will then determine the quickest and most effective solution to their problems.

As a shop owner, there are a few things you can do to empower their decisions, which will also increase your authenticity and help establish trust. In general, consumers tend to respond to “free resources,” so you should take advantage of this by offering educational content. You can post a regular blog entry once every week or two that shares advice on common auto care issues or other how-to information.

In targeting millennials, be sure to include visuals such as photographs and short video clips, and make your content interactive, if possible. Encourage them to leave comments, tag a friend or ask them to complete a brief survey. This will keep them engaged while you gain valuable insight into their wants and needs.

Online Presence is Everything

In an age where Google replaces the Yellow Pages and online reviews are equally as important as word-of-mouth referrals, the way to a millennial’s heart is through his or her smartphone. Essentially, your online presence is your first impression, so be sure to make it a good one.

If someone were to type your business name into Google, do you know what they would see?

From an iPhone, your Yelp page would appear high in the search rankings. However, Android phones pull from Google Plus. Since many millennial consumers search for services from their phone or tablet, it’s important that your social media accounts are properly maintained.

You should have a good understanding of how your website ranks, what people are saying about your shop via online reviews, as well as what activity is going on in social media platforms like Facebook, Instagram, SnapChat and Twitter.

And, speaking of social media, it’s not a bad idea to have a millennial manage and post to your shop’s accounts. Their casual and direct approach would resonate with their consumer peers.

Command Your Brand

If you’re looking for exposure, the Internet is a great place to start, but it shouldn’t be the only place.

Millennials appreciate creativity and are drawn to new, innovative ideas. Branded vehicles are always an eye-catcher. For example, you can distribute flyers to college campuses, local coffee shops and health food stores to drive traffic to your shop.

Once you’ve got them in the door, the key is to keep them there by providing your unique personal touch. You can create a comfy waiting space equipped with Wi-Fi and flat-screen TVs, or turn that idle corner into an espresso bar, offering up a variety of beverages and snacks. Fun, modern artwork, holiday-themed events and enticing games and contests have all proven successful.

Above all, one best practice is universal: Whether you are trying to market to a millennial or a boomer, providing great service should always be your top priority.