Broadcast Is Alive and Well
Broadcast Radio and TV, and Cable still make up the majority of media spend in Automotive. While digital media allows some targeting advantages, “Traditional Media” still is the overarching message the majority of consumers receive.
Combined, these are the majority placements for ad dollars spent locally and nationally, according to Ad Age. Nearly 45% of ad dollars spent are in Radio, TV and Cable at the dealer level.
The image of a brand is the beginning block. Knowing what is going on with the broadcast image is paramount. National commercials are trickled down to dealer associations. Tie in at the local level is very important. Often local ads are spun out with collateral given to them from the national campaign.
A brand will set a message. You automatically think of luxury when you hear or see “BMW.” Years of promotion have gone into building this mind set. Building the brand will always be rooted in a visual medium.
Focusing on the Tampa market, we will show you the top advertisers year to date. The focus will be brand message vs retail, often referred to as “the deal.” Brand messages talk about the vehicle brand. Or, more often, dealerships are branding themselves. The message can be as simple as good service, or no hassle.
How would you answer these questions?
- Is it better to promote yourself as a brand, or to tie in your dealership name with the brand?
- How do you go against dealerships that carry several brands?
- Do you have several name plates under one group?
- How do you decide to push pricing?
- How much do you rely on the manufacturer and the dealer association to push the brand and let you focus on the deal?
Pricing is traditionally a Tier II responsibility that offers deals and pricing. A majority of these campaigns focus on pricing, 0% financing, purchase terms, and other incentives. But what are the specific price points and special offers?
Ford still feels a need at Tier I to push both brand and pricing. Honda on the other hand has focused more on brand advertising and much less on pricing; they leave pricing to the dealer associations and dealers. Specific examples in the Tampa market comparing the two directions are available for review and analysis.
In traditional broadcast and digital advertising, you can adjust your message based on competitive intelligence, in near real time.
All of these brands, deals, and pricing influence where people choose to buy their vehicle.
It is important to react now, not weeks or months later. Knowing what your competitors are advertising provides leverage. Actively reviewing what the mass media message is gives the dealer time to counter.
Push the retail message. The good news is you will know what exact messaging competitors are advertising, and you can decide strategy based on your inventory and what will sell the most vehicles.
As a dealer you must compare all advertising mediums to differentiate the advertising message per platform. We can help you with that analysis.
Learn more about which advertising messages are bringing people into dealerships across the country in my session: Automotive Advertising Creative Is Key – But Why? at the 22nd Digital Dealer Conference & Exposition.
Author: Brian Janks
Brian Janks has held numerous roles in sales leadership. Specializing in selling SaaS and advertising solutions (such as video, digital, mobile, social, SEO and SEM) to clients in the automotive, retail, and CPG sectors, Janks employers have included TiVo Research and Analytics, AT&T Advertising, and the A&E Television Network. Janks’ ability to identify pain points and engage clients in the buying process has been the key to his success as a sales executive. By emphasizing customer satisfaction and retention, Janks has driven more than $90M in annual revenue for some of the world’s leading companies. Currently Janks serves as Director of Sales Automotive Insights & Analytics for Media Monitors. Janks leads the division as a visionary and evangelist to drive user adoption, create value and prove ROI as well as manages day to day user support and system updates to better serve customer needs.