Understand The Big Picture

When we hear from dealers who say that they tried television advertising in the past and it “didn’t work,” we ask what type of TV they used. Was it local cable insertion like (ESPN, CNN, CNBC) or a local broadcast affiliate (ABC, NBC, or CBS)? It’s critical that we understand…

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The Cable Guise

Cable sales teams have lead auto dealers to believe that broadcast TV is wasted coverage and reaches outside their primary trading area. “Why would a customer drive past other same make dealers to my store?” Here’s why: You ask them to. A dealer can deliver a believable message that gives…

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The Perfect Retail Storm

Why Developing a New Concept is Paramount Today More stores appear the same to shoppers today. Since the early 90’s most major retailers have gone for years without developing a new concept. The result was a perceived “sameness” in store offerings, according to consumers. The major chains bought smaller, regional…

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A Word on Frequency

Planning the right frequency in a TV buy requires Buying Window knowledge. Probably the most over-discussed and misunderstood topic in television advertising is the subject of frequency. “Frequency” means the appropriate number of times that a given amount of television viewers will see a specific commercial over a specific amount…

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Making Advertising Really Pay

Every year our firm holds advertising profit seminars with large groups of clients. What have we learned? For starters, we’ve learned the old adage about “50 percent of all advertising is wasted” is wrong. Actually, the percentage is higher. We have determined that at least 60 percent of a typical…

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The Media Party

Here we are, in the first quarter of 2007, at a point in time when virtually anybody — and I do mean anybody — can buy and sell advertising. This isn’t a new phenomenon. If you don’t believe that’s true, just check your email right now. Or visit Google. Log…

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Not a Question of Luck

“If I could just tell when my dealership advertising was working, I’d be thrilled!” I hear this comment from many dealers. To this point, I offer the same response: “If you can’t tell when your ad plan is working, how will your customer!?” There’s no getting lucky in dealership advertising.…

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Drive Them to Your Website

Is your store foot traffic down, even as your brand maintains or even is increasing in share across your market area? It could be consumer “website previewing” at work. Dealers who complain of lower foot traffic could be falling victim to their own lack of acceptance of today’s busy car…

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The Other Success Indicator

“Increase my sales immediately!” is the cry we all hear so often from advertisers. Is it that a sales increase is the only, or even the preferred method to measure an advertising campaign? Is there no other way to create financial success for a television advertiser? Of course there is.…

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David vs Goliath: Winning Against the Big Box

You’ve just received a tough assignment to develop a successful television campaign for your client that must compete with their much larger competitor. How do you begin? First, you need to fully understand the larger competitor’s strengths and weaknesses from the consumer’s point of view, and, in direct relation to…

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