Traditional Advertising, is it truly over as many might say?
Traditional Advertising, is it truly over as many might say?
I've found that there are different environments, climates and demographics that call for traditional advertising! Although Social Media is on the move and in my opinion will be sooner than later, the #1 source to reach a customer, traditional advertising must not be counted out!
In some towns the paper is still King, while in others a local T.V. station is King and believe it or not in some towns Radio is King.
While the hot topic of today is online digital marketing and social media, my message is this; don't count out any source or avenue to reach a dealers customer base, and rather than assume what is best for a dealer in their climate, it's more important to learn of what their climate and demographics call for!
Tip of the week on dE...
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Replies to This Discussion
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Permalink Reply by Bobby Compton on
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It's very cool to see you participate in such a topic and jump right in with your current experiences! Great signs of eagerness to learn and grow. Yes. advertising can be very expensive and in many cases a waist of money if not set for conversions as many other companies do!
Unfortunately as in every business many companies are out for the big buck and are held responsible with very minimal accountability.
Absolutely, advertising and marketing done the right way comes with ROI accountability! Way to be on it... Cheers!
Lizelle Landino said:
I will only respond to this from the feedback that i get from all my dealer accounts - working with hundreds of dealers daily - They all believe it is not "over" and the money they still put into this is eye opening. I am not in this side of the business but good question to ask the people who spend money on this still. I had one dealer just spent 50k on this and it was a one time advertising deal...Good question that should be tracked down to the penny....Id love to know as well -
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Permalink Reply by Lizelle Landino on
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Well thank you! :-) So many aspects of dealer success and what it takes to get it right :-) Never stop learning is an important fact for me - or failure has already stepped onto your front door :-) Great stuff and great info. Thanks for sharing
Bobby Compton said:
It's very cool to see you participate in such a topic and jump right in with your current experiences! Great signs of eagerness to learn and grow. Yes. advertising can be very expensive and in many cases a waist of money if not set for conversions as many other companies do!
Unfortunately as in every business many companies are out for the big buck and are held responsible with very minimal accountability.
Absolutely, advertising and marketing done the right way comes with ROI accountability! Way to be on it... Cheers!
Lizelle Landino said:
I will only respond to this from the feedback that i get from all my dealer accounts - working with hundreds of dealers daily - They all believe it is not "over" and the money they still put into this is eye opening. I am not in this side of the business but good question to ask the people who spend money on this still. I had one dealer just spent 50k on this and it was a one time advertising deal...Good question that should be tracked down to the penny....Id love to know as well -
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I was very fortunate to have learned from some of the absolute classiest car people from the start of my career, and the first lesson they taught me was to set my ego aside.
They taught me a slogan and it goes as simple as this; Be Green and Growing or You become Ripe and Rotten!
I continue to learn second of everyday! Way to go, I love it... Cheers!
Lizelle Landino said:Well thank you! :-) So many aspects of dealer success and what it takes to get it right :-) Never stop learning is an important fact for me - or failure has already stepped onto your front door :-) Great stuff and great info. Thanks for sharing
Bobby Compton said:It's very cool to see you participate in such a topic and jump right in with your current experiences! Great signs of eagerness to learn and grow. Yes. advertising can be very expensive and in many cases a waist of money if not set for conversions as many other companies do!
Unfortunately as in every business many companies are out for the big buck and are held responsible with very minimal accountability.
Absolutely, advertising and marketing done the right way comes with ROI accountability! Way to be on it... Cheers!
Lizelle Landino said:
I will only respond to this from the feedback that i get from all my dealer accounts - working with hundreds of dealers daily - They all believe it is not "over" and the money they still put into this is eye opening. I am not in this side of the business but good question to ask the people who spend money on this still. I had one dealer just spent 50k on this and it was a one time advertising deal...Good question that should be tracked down to the penny....Id love to know as well -
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Permalink Reply by Paul Accinno on -
Although the digital space is considered to be a great place to target and reach consumers, when adults were asked which type of ads do they tend to ignore or disregard the most, over six in ten say Internet ads (63%). …according to an Adweek Media/Harris Poll, survey of 2,098 U.S. adults surveyed online between October 5 and 7, 2010 by Harris Interactive….”
These included Banner ads, search ads and the like. Smaller percentages say they ignore television ads (14%), radio ads (7%) and newspaper ads (6%).”
Furthermore, according to a new study from Frank M. Magid Associates, Inc. and Hearst Television, Inc., US consumers prefer local TV as a source of news compared to other forms of media by a wide margin.
When asked their preferred media for news, more than half of consumers (55%) cited local TV. Websites/internet came in a distant second, mentioned by 19% of consumers.
Pretty interesting statistics for a dying communication platform….don’t you think?
For those of us who have been doing this for 30 years or more, we know the power of multi-platform, convergence media campaigns. Those driven by BIG ideas with an integrated approach that cuts through the clutter and makes a huge impact in the local market.
As far as cost is concerned, “expensive” is a relative measurement when discussing the cost of traditional media. Much if not all depends on the size of the market…and yes if you are in a top 5 market…it tends to be expensive on a CPM/CPP basis…however if you’re not (and most aren’t)…it could be the least expensive method of reaching consumers, on a cost per thousand basis, when compared with other media.
We recently created a series of commercials for a large dealer group looking to launch a new concept. We aired the campaign in all the high profile programming. It literally lit up our Facebook pages…the posts indicated that the message resonated with the local consumers and that they were going to give us a shot that we wouldn’t have gotten before. It created a lot of online and offline (word of mouth) buzz!
The formula that has been most successful for our dealers has been to create a compelling broadcast message or offer that is supported and leveraged online via Website/Micro Site/FB …tied in with DM/E-Blast/Text Messaging. This creates a convergence media strategy that is hard to esacpe!
Yeah traditional media is alive and well…and bolting on integrated digital elements just makes it that much more powerful and trackable!
Remember…people don’t wake up one morning…mindlessly walk over to Google…type in a search term …and find what they are looking for. They typically have a preconception of what they are searching…which most likely came from some form of traditional media. (Unless the aliens inserted the notion in their brain while they were sleeping).
Final thought….the preoccupation of only reaching “in-market” consumers limits a dealers potential. If a dealer doesn’t get on the customer’s mental shopping list early as they move through the “Purchase Funnel”…a well timed digital communication aimed at the “in-market” prospect may fall on deaf ears…because the prospect is not familiar with you and has no prior knowledge of your dealership….versus a dealer that has significant Top Of Mind Awareness…and hits that “in-market” prospect with a strong retail offer…this creates a much more likely purchase scenario. The “Perfect Storm”.
Simply put….if I see a display ad that is served up by a Behavioral Targeting campaign on the web…and I say…”Hey I know this guy, he’s the one with the ___________” I’m more likely to click on the ad and engage.
Paul Accinno
President/CEO
WorldDealer.net
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Great share Paul,
You make some very valid points - "Websites/Internet came in a distant second, mentioned by 19% of consumers."
These statistics will show the trend of online marketing and how there is a clear shift when utilizing the power of video online!
From July 2009 through July 2010, the number of US video viewers on retail sites grew 40%, outpacing 17% growth in the number of total US online video viewers. 96% of online shoppers also watch online video. (Comscore, August 2010)
Video views doubled from 14.8 billion to 33.2 billion between January 2009 and December 2009. 86.5% of all US Internet users watched online video during the month. The average viewer watched 187 videos and 12.7 hours of online video during the month. (Comscore, February 2010)
A minute of video is worth 1.8 million words according to Dr. James McQuivey of Forrester Research. (Forrester, January 2009)
33% of online retailers plan to add video to their sites in 2011, making it a higher priority than any other advanced feature. (eMarketer, March 2010)
Leading online retailers added video to their sites in 2009 to increase online sales. PetsUnited, the owner of 10 eCommerce sites, saw a 50% jump in average sales when shoppers made a purchase after viewing a video. (eMarketer, January 2009)
eCommerce video success can be clearly measured. Conversion rate, cart abandons, increased traffic and View Through Rate (VTR) are key to demonstrating success. (Practical Ecommerce, March 2010)
I think you nailed it with this"Yeah traditional media is alive and well…and bolting on integrated digital elements just makes it that much more powerful and trackable!"
And even with the statistics that we both share on here, the entire marketing campaign should be determined by researching the different environments, climates and demographics! Statistics will vary dramatically based on this.
Outstanding insight you bring to the table.
Paul Accinno said:Although the digital space is considered to be a great place to target and reach consumers, when adults were asked which type of ads do they tend to ignore or disregard the most, over six in ten say Internet ads (63%). …according to an Adweek Media/Harris Poll, survey of 2,098 U.S. adults surveyed online between October 5 and 7, 2010 by Harris Interactive….”
These included Banner ads, search ads and the like. Smaller percentages say they ignore television ads (14%), radio ads (7%) and newspaper ads (6%).”
Furthermore, according to a new study from Frank M. Magid Associates, Inc. and Hearst Television, Inc., US consumers prefer local TV as a source of news compared to other forms of media by a wide margin.
When asked their preferred media for news, more than half of consumers (55%) cited local TV. Websites/internet came in a distant second, mentioned by 19% of consumers.
Pretty interesting statistics for a dying communication platform….don’t you think?
For those of us who have been doing this for 30 years or more, we know the power of multi-platform, convergence media campaigns. Those driven by BIG ideas with an integrated approach that cuts through the clutter and makes a huge impact in the local market.
As far as cost is concerned, “expensive” is a relative measurement when discussing the cost of traditional media. Much if not all depends on the size of the market…and yes if you are in a top 5 market…it tends to be expensive on a CPM/CPP basis…however if you’re not (and most aren’t)…it could be the least expensive method of reaching consumers, on a cost per thousand basis, when compared with other media.
We recently created a series of commercials for a large dealer group looking to launch a new concept. We aired the campaign in all the high profile programming. It literally lit up our Facebook pages…the posts indicated that the message resonated with the local consumers and that they were going to give us a shot that we wouldn’t have gotten before. It created a lot of online and offline (word of mouth) buzz!
The formula that has been most successful for our dealers has been to create a compelling broadcast message or offer that is supported and leveraged online via Website/Micro Site/FB …tied in with DM/E-Blast/Text Messaging. This creates a convergence media strategy that is hard to esacpe!
Yeah traditional media is alive and well…and bolting on integrated digital elements just makes it that much more powerful and trackable!
Remember…people don’t wake up one morning…mindlessly walk over to Google…type in a search term …and find what they are looking for. They typically have a preconception of what they are searching…which most likely came from some form of traditional media. (Unless the aliens inserted the notion in their brain while they were sleeping).
Final thought….the preoccupation of only reaching “in-market” consumers limits a dealers potential. If a dealer doesn’t get on the customer’s mental shopping list early as they move through the “Purchase Funnel”…a well timed digital communication aimed at the “in-market” prospect may fall on deaf ears…because the prospect is not familiar with you and has no prior knowledge of your dealership….versus a dealer that has significant Top Of Mind Awareness…and hits that “in-market” prospect with a strong retail offer…this creates a much more likely purchase scenario. The “Perfect Storm”.
Simply put….if I see a display ad that is served up by a Behavioral Targeting campaign on the web…and I say…”Hey I know this guy, he’s the one with the ___________” I’m more likely to click on the ad and engage.
Paul Accinno
President/CEO
WorldDealer.net
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Permalink Reply by Paul Accinno on
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Bobby...excellent point. I couldn't agree more regarding video on webites. We actually have a product that we call a VTL (Video Text Link). It is text that we put on a high traffic area of a website (local TV station homepage for example)....and it may say something like "Best Used Cars Under $10K". But when you click it, it launches a video (typically the TV commercial that is currently airing on that station). The player has several buttons that "deep-link" into various parts of the dealers website. We track the buttons and swap them out based on performance.
Video on website....good move!
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Thank you Paul,
I'm a big fan of utilizing on demand, and online interactive technologies that truly sets the stage for conversions! Of course the conversions will ultimately be determined by the message created. The old ways of quoting $99.00 per month just doesn't draw people anymore, the message must be current, credible, relevent and call to action.
Bringing all avenues together in today's market and truly jumping on the title wave of social media is key! It sounds like you're right on track with promoting facebook with your messages, way to go!
Paul Accinno said:Bobby...excellent point. I couldn't agree more regarding video on webites. We actually have a product that we call a VTL (Video Text Link). It is text that we put on a high traffic area of a website (local TV station homepage for example)....and it may say something like "Best Used Cars Under $10K". But when you click it, it launches a video (typically the TV commercial that is currently airing on that station). The player has several buttons that "deep-link" into various parts of the dealers website. We track the buttons and swap them out based on performance.
Video on website....good move!
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Permalink Reply by Dennis Galbraith on
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Thank you so much Cheril, the respect and admiration is mutual!
Great input on branding Paul. No doubt a fantastic branding campaign increases the effectiveness of traffic-now advertising. Although I love consumer research, I'm not sure asking people what they ignore is as telling as measuring behavioral change. Nonetheless, your case for radio, television, and print as strong forms of interruption advertising is well made. I think your point that more dealers could afford an effective branding campaign does not clash with the points Cheril and I made about the need to fully fund such campaigns.
Philip, you always cause me to take a fresh look at my own work! The idea that a dealer needs to think through their branding strategy even if they don't engage in a paid-media branding campaign is a very important contribution. I see your point that a unique selling proposition and making sure what you say and do are aligned to it is vital, regardless of how much of what you communicate is through paid media, social media, or public relations. No doubt the importance weights within that mix are changing!
Bobby, what a fantastic discussion!!! Great input on the importance of video content, online and off.
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Thank you Dennis,
I checked out your website and discovered this - "With millions of vehicles available online, many shoppers find two or more vehicles representing what appear to be an equal value. We call this Value Parity. Often, the dealer receiving the first opportunity is the one who went beyond demonstrating the vehicle and demonstrated the value of the buying from the store as well." now that my friend is spot on!
With pictures and text to speech technology being very similar in message, there is very little if any at all differentiation between dealers and their offers online! With the staggering statistics of online viewership, there truly is no better time for a dealer to separate them selves from the rest and "build value" in their product presentation. Way to go big time, you're right on track and ahead of most!
Dennis Galbraith said:Thank you so much Cheril, the respect and admiration is mutual!
Great input on branding Paul. No doubt a fantastic branding campaign increases the effectiveness of traffic-now advertising. Although I love consumer research, I'm not sure asking people what they ignore is as telling as measuring behavioral change. Nonetheless, your case for radio, television, and print as strong forms of interruption advertising is well made. I think your point that more dealers could afford an effective branding campaign does not clash with the points Cheril and I made about the need to fully fund such campaigns.
Philip, you always cause me to take a fresh look at my own work! The idea that a dealer needs to think through their branding strategy even if they don't engage in a paid-media branding campaign is a very important contribution. I see your point that a unique selling proposition and making sure what you say and do are aligned to it is vital, regardless of how much of what you communicate is through paid media, social media, or public relations. No doubt the importance weights within that mix are changing!
Bobby, what a fantastic discussion!!! Great input on the importance of video content, online and off.
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Permalink Reply by Gordy O'Connor on
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Russell L Coyne said:I do believe we must start thinking outside of the box. I have owned and operated a Super Sale Company since 2001. January 1st I put my suitcase in storage and took a job as a GM. Great move for me and my family. I am not looking to be sold, however, we are interested in exploring advertising ideas with Dealers/GM. We are looking for methods of advertising that are working for your dealers. We have a great owner who is opened to ideas and trust my judgement.You have multiple choices to get your messages out there & can be a 90 day wonder - best of all 99.9% "FREE" -
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Permalink Reply by Cheril Hendry on
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Russell, I'm sure the industry needs more GM's like you. My one suggestion is to build a consistent brand message, regardless of what media and tools you use. Here's one quick success story: My agency has handled Norm Reeves Honda for 20 years. They are currently the number one or two Honda store in the country, and have been for the past 18 years. I would bet most people in Southern California, where they are located, can sing their jingle, say their slogan, and agree that their message is clean and positive. It always takes time to make branding work, but branding makes call-to-action messages work better - always. So my advice is to focus first on building a great brand, and teach your team patience. The problematic expectation of new GM's is they are supposed to turn things around or improve them almost immediately. It's an industry curse. Good luck, be patient, and I'll hope that those around you will be too. The payoff could be remarkable (and long lasting).
Gordy O'Connor said:
Russell L Coyne said:I do believe we must start thinking outside of the box. I have owned and operated a Super Sale Company since 2001. January 1st I put my suitcase in storage and took a job as a GM. Great move for me and my family. I am not looking to be sold, however, we are interested in exploring advertising ideas with Dealers/GM. We are looking for methods of advertising that are working for your dealers. We have a great owner who is opened to ideas and trust my judgement.You have multiple choices to get your messages out there & can be a 90 day wonder - best of all 99.9% "FREE" -
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Permalink Reply by Bill Goodfriend on
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Bobby, I thoroughly enjoyed our conversation today. I am in 100% in agreement with you in that as long as we have technology on our side that we must be completely pro-active and become live or 'real time'! I really like the way you think and am totally on board with you. I beleive, like you, that we can, as a team bring the automotive industry to an entirely new level. I sincerely look forward to working with you and developing a mutually beneficial as well as professional relationship.
Best Regards,
Bill Goodfriend
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