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Dealership Branding Requires Patience

Car dealers already know the sobering statistics: The average age of all cars on the road is over 11 years.* Motorists who buy a brand-new car typically keep it for about six years. Even used car owners hang on to their vehicles for an average of five years. Bottom line: the percentage of drivers who at any one time are considering a car purchase is tiny. So why do car dealers continue to present advertising messages as if ALL drivers are ready to sign on the dotted line? I assume it’s because the automotive business is so quota-driven, with inventory finance costs forever threatening profits, so dealers believe they need to share that urgency with potential customers, hyping sales incentives with a breathless over-the-top style. And, it also might be because…everyone else is doing it. There are two BIG problems with that approach. 1. If your dealership is doing what every other dealership is doing, your message will get lost in the clutter.  It becomes White Noise - to be automatically tuned out. 2. Your dealership is voluntarily making your advertising cost per listener unnecessarily high.   Why?  Because in advertising strictly based on price, you’re targeting ONLY the tiny percentage of consumers in the buying cycle.  The rest of the listeners, whom you’re paying to reach, are hearing a message that means absolutely nothing to them! Instead of targeting a fraction of listeners who want a vehicle now while wasting money on the rest of listeners who don’t need a vehicle now BUT WILL NEED ONE IN THE FUTURE, recraft your message to appeal to 100% of the listeners. It’s called Tell Why, and Wait For When. Instead of screaming at potential customers and, quite frankly, alienating some of them with a frantic laundry list of prices, APRs and features… Instead of relying on tired clichés that, again, quite frankly, insult your potential customer’s intelligence (“If We Can’t Beat Their Deal, We’ll Give You a Thousand Dollars Cash!”)… Tell Why, and create a brand for your dealership, to make an emotional connection with your potential customer.  As you’re doing that, you’re also standing out from the crowd, creating a niche, with clever messages rather than an unconnected, ever-changing series of Screeching Price Rants. When you Tell Why, you’re not only reaching that customer who is in the Buying Cycle, you’re also creating good will for the Future Customer, so that, when THEY are ready to make a purchase (as you’re Waiting For When), you’ll be the very first dealership they think of. But isn’t this approach making your advertising cost per vehicle HIGHER?  In the short term, yes.  In the long term, you’ll be saving money hand over fist. We’ve established that your current advertising method reaches ONLY those customers in the buying cycle.  So that ad you’re running for the week…works for this week only.  Those dollars you spent have no future benefit.  The money’s gone. Branding, on the other hand, has an accumulative affect, building on itself, week after week, month after month.  With patience, each dollar you spend adds up, like compound interest – the growth, not in dollars, but in Top of Mind Awareness.  So that, as the When occurs, you’re the first dealer your customer thinks of. The commercials on this page are light on prices and items, and heavy on creating a connection with the car buyer.  They’re clever, often humorous, and intentionally low pressure. They also leap out of the speakers, demanding listener’s attention, because they sound decidedly UN-Dealer- like.  They don’t scream at you.  They amuse, and still in the mind, unlike sixty seconds of shouting and myriad figures and prices. Dealership Branding requires patience. And  faith. But, if you have the intestinal fortitude, the reward can be handsome  *Source – The Nest.com, 4/25/19
RADIO
WAVZ
Creating Sound Solutions
2020  Radio Wavz in Tullahoma, TN Website by North Country Website Design.

Dealership Branding

Requires Patience

Car dealers already know the sobering statistics: The average age of all cars on the road is over 11 years.* Motorists who buy a brand-new car typically keep it for about six years. Even used car owners hang on to their vehicles for an average of five years. Bottom line: the percentage of drivers who at any one time are considering a car purchase is tiny. So why do car dealers continue to present advertising messages as if ALL drivers are ready to sign on the dotted line? I assume it’s because the automotive business is so quota-driven, with inventory finance costs forever threatening profits, so dealers believe they need to share that urgency with potential customers, hyping sales incentives with a breathless over-the-top style. And, it also might be because…everyone else is doing it. There are two BIG problems with that approach. 1. If your dealership is doing what every other dealership is doing, your message will get lost in the clutter.  It becomes White Noise - to be automatically tuned out. 2. Your dealership is voluntarily making your advertising cost per listener unnecessarily high.   Why?  Because in advertising strictly based on price, you’re targeting ONLY the tiny percentage of consumers in the buying cycle.  The rest of the listeners, whom you’re paying to reach, are hearing a message that means absolutely nothing to them! Instead of targeting a fraction of listeners who want a vehicle now while wasting money on the rest of listeners who don’t need a vehicle now BUT WILL NEED ONE IN THE FUTURE, recraft your message to appeal to 100% of the listeners. It’s called Tell Why, and Wait For When. Instead of screaming at potential customers and, quite frankly, alienating some of them with a frantic laundry list of prices, APRs and features… Instead of relying on tired clichés that, again, quite frankly, insult your potential customer’s intelligence (“If We Can’t Beat Their Deal, We’ll Give You a Thousand Dollars Cash!”)… Tell Why, and create a brand for your dealership, to make an emotional connection with your potential customer.  As you’re doing that, you’re also standing out from the crowd, creating a niche, with clever messages rather than an unconnected, ever-changing series of Screeching Price Rants. When you Tell Why, you’re not only reaching that customer who is in the Buying Cycle, you’re also creating good will for the Future Customer, so that, when THEY are ready to make a purchase (as you’re Waiting For When), you’ll be the very first dealership they think of. But isn’t this approach making your advertising cost per vehicle HIGHER?  In the short term, yes.  In the long term, you’ll be saving money hand over fist. We’ve established that your current advertising method reaches ONLY those customers in the buying cycle.  So that ad you’re running for the week…works for this week only.  Those dollars you spent have no future benefit.  The money’s gone. Branding, on the other hand, has an accumulative affect, building on itself, week after week, month after month.  With patience, each dollar you spend adds up, like compound interest – the growth, not in dollars, but in Top of Mind Awareness.  So that, as the When occurs, you’re the first dealer your customer thinks of. The commercials on this page are light on prices and items, and heavy on creating a connection with the car buyer.  They’re clever, often humorous, and intentionally low pressure. They also leap out of the speakers, demanding listener’s attention, because they sound decidedly UN-Dealer-like.  They don’t scream at you.  They amuse, and still in the mind, unlike sixty seconds of shouting and myriad figures and prices. Dealership Branding requires patience. And  faith. But, if you have the intestinal fortitude, the reward can be handsome  *Source – The Nest.com, 4/25/19