Automotive marketing has always been a high profile advertising undertaking.
25 years ago, I did some experiments testing various forms of advertising for car dealerships. Just yesterday I heard one of these forms on a radio station and was thinking about it because years of testing, producing, and looking at results has given me some insights into the methods of marketing automobiles.
Quit Yelling Would Ya?
We tried taking the laid-back approach to television auto ads. We selected a female car dealer and had her talk sincerely and frankly with the audience about how she wasn’t going to shout and participate in the hype of typical car dealer ads. That approach fell flat. We wanted it to work, we hoped it would work, and it did not.
So we tried it again, and then we repeated it with various changes, refined it and the sincere approach still didn’t work
We Were Wrong
So we went back to shouting, marching bands, throwing money in the air, loud booms, crazy attention-getting schemes, and that worked much better.
The point is, I have tested a lot of different ways to market automobiles and other products effectively over the years. So, when I heard about some of the innovations that are happening on the Internet I was interested to find out more.
I had a good conversation with Steve Graham of a South Carolina dealership called Midlands Honda. Steve is a smart guy so I went to ask a few questions and learn some things.
The Internet offers many opportunities for alternative distribution of goods and services and those who take advantage of it are finding success. But it takes understanding what works and what does not work to cut through the confusion and focus on success.
This post is not the place to talk about what I learned from Steve because it was a private meeting and I respect his hard work.
But I can say that what he is doing follows the principles and insights that I try to give on this website. I appreciate him spending some time with me to help me better understand successful marketing.
Sleeves Rolled Up
You have to do your homework to learn. Hat tip- The folks at more than one special dealership are doing that. They keep winning awards for sales and service. Charlotte Hyundai- Bob Mayberry in Monroe.