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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You nailed it David, Call to Action...
David T. Gould said:Combined digital and conventional advertising campaign(s) with a consistent / urgent message is a very powerful (under utilized) tool available to every dealership. Conventional advertising is not dead... the "herd" is just thinning out. Good Selling! DTG -
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I enjoy your shares immensely Philip, you bring a wealth full of knowledge, a true Pro, I love it.
Philip Zelinger said:
Advertising 101 -- conventional or digital -- suggests that you need to define your message, your market, go where your customers are and then deliver them a relevant message with a call to action. Marketing may have a slightly different agenda and method but they both boil down to understanding human nature
People will always take the path of least reistence to get what they want and trying to tell them what they want is much harder than letting them tell you. Social networking and word of mouth advertising has always been a part of advertising. Social media -- including Facebook -- is simply a new channel to contain the conversation that is the market made possible by the Internet and the technology that has been developed to capitalize on it as an advertising medium.
My point is that technology may provide new ways to deliver the message, however there is no need to throw out the baby with the bathwater! Generational preferences, cultural differences, socio-economic barriers and even geographical logistics will contribute to determining which media may work best for any particular target audience. One conventional wisdom that has survived the WWW is that a diverse media mix delivering a consistent message will produce better frequency and retention than any single source.
The number of impresions are more quantifiable with digital media, however the subliminal messages delivered by the billboards, radio commercials between your favorite song, TV commercials that survive the DVR and print ads that you accidentally see as you are killing time in the bathroom -- (sorry for that image but I am getting to my point) -- still build awareness that will make 2+2=5, if you are using the right two!
My point is that conventional media still deserves a seat at the table. The trick is to monitor the R.O.I. sourced from every automotive advertising investment and adjust your allocation of funds within your budget accordingly. The new technologies that drive the internet include referencing your mobile and conventional websites in your broadcast media and embedded short codes, (SMS text messaging links), and QR codes in your print media. These tools allow you to capitalize on the ability to quantify your R.O.I. on old world media using the capabilities developed in the new world solutions.
As always, inspect what you expect and focus on making friends vs. sales and your R.O.I. will increase. After all, what are friends for!
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Absolutely Right, traditional combined with new platforms and "more" new on the way! Awesome...
Heather Wirtz said:I don't think we need to differentiate traditional ways with new, I think they need to work together to optimize your message and personalize it to each unique viewer. We need to acknowledge that some of the old tricks still work, and work well combined with some of the new platforms.
What happens when someone gets a million clicks on their site or video? They talk about it on the Today show. Jay Leno might invite them on. Fox News might bring it up. Thanks to that mention on television, the video now has two million clicks. You doubled your clicks on a non-traditional campaign by gaining exposure on a traditional media.
Until the Superbowl is watched exclusively online, I don’t think the old is going away anytime soon. That's also the most popular week for bigger, flatter, HD TV purchases. -
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Permalink Reply by Philip Zelinger on -
Thanks Bobby but the conversation that is the market starts with a question and your post presented the right question at the right time as evidenced by the amount and quality of the replies.
You presented me and the rest of DealerElite with the perfect opportunity to listen and learn so we can presume to continue to teach.
PS: I hope to see you and some of our friends on this forum at our Pre-NADA Convention Networking Party on Fri. Feb 4th at The Ritz carlton Hotel Lobby Lounge between 5PM and 7PM to continue this conversation and start a few more.
After all, what are friends, DealerElite and NADA for!
Bobby Compton said:I enjoy your shares immensely Philip, you bring a wealth full of knowledge, a true Pro, I love it.
Philip Zelinger said:
Advertising 101 -- conventional or digital -- suggests that you need to define your message, your market, go where your customers are and then deliver them a relevant message with a call to action. Marketing may have a slightly different agenda and method but they both boil down to understanding human nature
People will always take the path of least reistence to get what they want and trying to tell them what they want is much harder than letting them tell you. Social networking and word of mouth advertising has always been a part of advertising. Social media -- including Facebook -- is simply a new channel to contain the conversation that is the market made possible by the Internet and the technology that has been developed to capitalize on it as an advertising medium.
My point is that technology may provide new ways to deliver the message, however there is no need to throw out the baby with the bathwater! Generational preferences, cultural differences, socio-economic barriers and even geographical logistics will contribute to determining which media may work best for any particular target audience. One conventional wisdom that has survived the WWW is that a diverse media mix delivering a consistent message will produce better frequency and retention than any single source.
The number of impresions are more quantifiable with digital media, however the subliminal messages delivered by the billboards, radio commercials between your favorite song, TV commercials that survive the DVR and print ads that you accidentally see as you are killing time in the bathroom -- (sorry for that image but I am getting to my point) -- still build awareness that will make 2+2=5, if you are using the right two!
My point is that conventional media still deserves a seat at the table. The trick is to monitor the R.O.I. sourced from every automotive advertising investment and adjust your allocation of funds within your budget accordingly. The new technologies that drive the internet include referencing your mobile and conventional websites in your broadcast media and embedded short codes, (SMS text messaging links), and QR codes in your print media. These tools allow you to capitalize on the ability to quantify your R.O.I. on old world media using the capabilities developed in the new world solutions.
As always, inspect what you expect and focus on making friends vs. sales and your R.O.I. will increase. After all, what are friends for!
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Hi Russell, It's great to see you here, and you're without no question at the right place to seek solutions. I've found that dealerELITE is a non selling site and yet full of the best trainers and vendors alike. I agree with you 100%, today's market takes an understanding of thinking inside the box and to know how to create outside the box!
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. -
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Great Point Mark, I couldn't agree with you more, a consistent message on multiple platforms. Branding, Marketing and Advertising works together!
Mark Dubis said:
This discussion covered a lot of ground, basically Phil Zelinger nailed the topic, but to say it just a bit more succinctly, customers will find the information they want in different places, so dealers need to be visible both in online and traditional channels.
The problem comes in when the messaging in those channels is not the same. My friend Dave Hein shared some industry research that said newspaper advertising was very effective for dealers in driving visitors to their websites. The problem and disconnect came in when the consumer wanted more info on the advertised vehicles/programs and when they went to the website they found no further information on the items that "teased them" in the newspaper advertising. That mean lost sales opportunities.
Dealers need to have a unique landing page to measure, track and optimize the ads they place in traditional channels. Our research study showed that 80% of auto retailers will NEVER think out of the box in regards to their advertising. Another 12% will give it a half hearted try and execute poorly, and the other 8% will focus on the channels and markets that really bring results.
We are currently helping dealers focus on two market segments that can double or triple their sales volumes within 9 mos to one year, Their advertising costs stay the same, but they need to make other organizational changes in their stores to capture these markets. I'll report back in a few month to share some of our progress. -
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Now that's what I'm talking about Troy - Different environments thriving with traditional advertising with the twist of today's message! Nice Share
Troy Spring said:I maybe a bit biased, but in 1992 when I started out a young direct mail salesman, I was warned by many to get in and get out fast because direct mail was a dying breed, it was getting "saturated" and not as effective as once was. Since I consider this a traditional advertising form, I think it os relevant to say, we spend our days bringing a traditional media a new world spin. We at Dealer World www.mydealerworld.com are consistently turning (20 years later after it was to be saturated) a nearly 400- 500% return on investment average for our clients with in a 2 week period. By most investment measures it is an amazing stat, by typical branding advertising and some of the new social media formats it is OUTSTANDING. Dealers love technology, it is easy to get sucked in to the world of FREE advertising. There is a place for it. But I have a dealer who doubled his business with our Radio campaign in a months time, a dealer who realized a 180K profit in November off our Traditional style mail piece with the NEW WORLD spin. I say, keep our eyes peeled, it is changing, but the dealers who are still committed to traditional style advertising I find are the ones with the real stories right now. They are in the digital media game, but it not their bread and butter. -
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This is awesome, bringing social media together with print and online advertising. Cross branding at it's finest... Great Job!
Michelle Dones said:Many newspapers like mine have opted to offer traditional advertising with a twist. I for one offer all of my advertising clients a three for one package. You get your traditional advertising in our monthly print publication, you get online advertising on our web site www.adealersjournal.biz which we link it back to yours, and then we give the bonus of direct email marketing we your ad is placed on our weekly e-newsletter. As a perk we also place your ads on all off our social networking sites like our fan page on facebook, auttr, LinkedIn, dealer elite, and the many others. You have to meet your potential advertisers and you current clients in the middle with today’s advertising needs.
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Great Video, there's no question the shift in advertising spend, and I don't read the paper every day myself. There are day's when I will read the paper and on occasion will watch T.V. and especially during football and basketball - great times for commercial buys!
I've found that others still read the paper daily and watch T.V. much more than myself. I think it's best to target an audience based on the demographics, environment and etc.
Some communities are specific for the retired while others are of a young population.The key I have found to work is to study each and target accordingly.
Great Share Craig...
Craig Darling said:
The New York Times estimates the growth in non-traditional local marketing will exceed 77 Billion dollars in the next three years. I believe this to be true based on several things.
1) I do not watch commercials on TV unless I am watching something live. football, basketball.
2) I do not any longer receive a newspaper.
3) I look up everything on line.
If you want to know how to overcome the hurdles to acquire the attention of propsects like myself check out this video.
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Cheril, I agree that after 30 years of adverting on a national level, definitely deserves authority!
I couldn't agree with you more, I think the quality of message is equal if not more important in what ever avenue of advertising to be done. Conversion practices are the ticket that most marketers miss, rather they chase volume and the old methods of yelling!
I do know of many dealers who are extremely successful in their ways of continued and consistent advertising and because of this method they can more than afford to continue with the ever changing methods of marketing and advertising.
Great insight, I truly appreciate collaborating with such a wealth of knowledge as your self. Outstanding share!
Cheril Hendry said:
Having spent 30 years in automotive advertising from national to retail, I think I can speak here with some authority. Or, at the very least, a strong opinion. Traditional advertising will still be around for the businesses with big bucks. Almost every manufacturer is running one or more spots in the Super Bowl this year, which air time sold out 2 months ahead of expectations. None of it works as well as it used to, but as long as there are big bucks to be spent, traditional media will survive to some point. On the other hand, let's talk retail. Most dealers have never had enough money or patience to let traditional advertising do its thing. TV and radio are often very expensive in comparison to other alternatives. But, even more impactful with digital media is it's ability to be tracked and measured. Dealers always want the customer who comes in with the newspaper ad on their front seat, or the mailer in their hand. Most forms of digital media are even more trackable. That's a big difference. Last but not least, what has changed more than anything is the average consumer's lack of willingness to put up with cheap, shoddy creative messages. Sure, you can still send out a mailer to 500 Fico score customers telling them they either won a free car or a key chain, and many of those customers will respond. But pay attention to the lack of sales today compared to a few years ago. And think about the 99.9% of recipients of this message who never responded but got the mailer and said, "Oh here's another shoddy car dealer I'll never trust." Amen? -
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Philip, thank you so very much for the kind words, acknowledgment and invite. I'm partnered with a Mixed Martial Arts Company in Las Vegas as we have an event at the Las Vegas Hilton the same time as NADA. I do see great opportunity for future collaboration with you, as I learn from you each and every time you share... You're truly a Power House in all you do... Cheers my friend!
Philip Zelinger said:
Thanks Bobby but the conversation that is the market starts with a question and your post presented the right question at the right time as evidenced by the amount and quality of the replies.
You presented me and the rest of DealerElite with the perfect opportunity to listen and learn so we can presume to continue to teach.
PS: I hope to see you and some of our friends on this forum at our Pre-NADA Convention Networking Party on Fri. Feb 4th at The Ritz carlton Hotel Lobby Lounge between 5PM and 7PM to continue this conversation and start a few more.
After all, what are friends, DealerElite and NADA for!
Bobby Compton said:I enjoy your shares immensely Philip, you bring a wealth full of knowledge, a true Pro, I love it.
Philip Zelinger said:
Advertising 101 -- conventional or digital -- suggests that you need to define your message, your market, go where your customers are and then deliver them a relevant message with a call to action. Marketing may have a slightly different agenda and method but they both boil down to understanding human nature
People will always take the path of least reistence to get what they want and trying to tell them what they want is much harder than letting them tell you. Social networking and word of mouth advertising has always been a part of advertising. Social media -- including Facebook -- is simply a new channel to contain the conversation that is the market made possible by the Internet and the technology that has been developed to capitalize on it as an advertising medium.
My point is that technology may provide new ways to deliver the message, however there is no need to throw out the baby with the bathwater! Generational preferences, cultural differences, socio-economic barriers and even geographical logistics will contribute to determining which media may work best for any particular target audience. One conventional wisdom that has survived the WWW is that a diverse media mix delivering a consistent message will produce better frequency and retention than any single source.
The number of impresions are more quantifiable with digital media, however the subliminal messages delivered by the billboards, radio commercials between your favorite song, TV commercials that survive the DVR and print ads that you accidentally see as you are killing time in the bathroom -- (sorry for that image but I am getting to my point) -- still build awareness that will make 2+2=5, if you are using the right two!
My point is that conventional media still deserves a seat at the table. The trick is to monitor the R.O.I. sourced from every automotive advertising investment and adjust your allocation of funds within your budget accordingly. The new technologies that drive the internet include referencing your mobile and conventional websites in your broadcast media and embedded short codes, (SMS text messaging links), and QR codes in your print media. These tools allow you to capitalize on the ability to quantify your R.O.I. on old world media using the capabilities developed in the new world solutions.
As always, inspect what you expect and focus on making friends vs. sales and your R.O.I. will increase. After all, what are friends for!
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Well put Max, this is the time to experiment and try new avenues, while at the same time not forgetting what has worked and what can work.The old saying is you never know until you try! Great share...
Max Reed said:
If you put a strong enough focus on either, then you can make both powerful. I believe each can benefit from each other. The key strategy is to get people to remember your name. Come up with a slogan/catch phrase and stick to it and use it in everything you do. That means if you are using facebook, newspaper, radio, TV or any other form of advertising, use something that the consumer reads and hears continuously and then relates you to that. Now that you have branded yourself in the market, use that branding to get messages across! There are many other sights just like facebook and some came out long before facebook, however they are not facebook. Facebook has done a great job branding itself and connecting itself with everything there is out there. It is just another form of excellent branding by a company. Everyone is familiar with it and wants to be a part of it. The little link above is a form of advertising for facebook. You have also seen them on TV, in magazines, newspapers and on billboards. Best form of advertising that facebook uses is word of mouth which leads me to grassroots marketing. Listen, there are tons of great ways to advertise. You just have to figure which gives you the best bang for you buck. Put it in motion, track it and then analyze it and see if it works for you.
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