Digital Dealer - August 2019 - 40
M A R K E T ING & ADVERT ISING: Ad ve r tisi ng
By Jim Boldebook
Founder,
CBC Automotive Marketing
'Medium and
Message' Magic!
Last month, I shared
ideas on why content/
creative is still king. You can
be on every medium, dot
every digital 'I', saturate
every market, but if the
message isn't right, you're
throwing a whole bunch of
stuff at the barn wall that
won't stick. The key to the
real magic is the right blend
of message and media mix.
Even with the best creative,
a great message has to hit
enough of the target to drive
your 'share of market' for the
40
AUGUST 2019
weekend, as well as planting
strong seeds for consideration in the weeks/months to
come.
FINDING THE
RIGHT MEDIA MIX.
Assuming you have
the right message, what
combination of communication mediums will deliver
maximum efficiency? You'll
never know until you test
mixes in your own market.
Never assume that the national...even regional stats
apply to your situation. You
D I G I TA L D E A L E R . C O M
might discover early evening
cable news and 4:00 am
farm reports on the radio
sell trucks. Cable/streaming
ads on the Discovery and
History channels combined
with social media-linked ads
to your website might drive
hybrid sales. Every segment
of vehicle and service you
sell might have a magical
mix that results in best-inclass return on investment.
While testing can fine tune
over time, good research
with your current custom-
ers can shorten the curve
dramatically.
THE VERY BEST
RESEARCH IS LOCAL
CONTENT ANALYSIS.
Over the past almost
30 years my strongest
messages for success is inhouse media habits analysis of buying customers (as
well as employees!). There
is no media company out
there, no data analysis
program or guru who can
deliver the kind of accuracy
as the discovery process in
media habits analysis.
For starters, most people
simply do not know 'what
brought them in today,' but
almost everyone can tell
you what media/communications influence them.
Most people can tell you
what they listen to/watch in
the morning. What they listen to while driving to work.
What their favorite radio,
television, and social media
channel is. While most
can't tell you the nudge
that brought them into your
dealership, they can probably give you a good idea of
what websites they looked
at in the shopping process.
Companies like Nielsen
can give you great overviews on national trends
(if you'd like to receive a
Nielsen report on Who
Why What Where, email
me, and I'll send it along.)
But only your customers in
your market can give you
an accurate reading on
where they spend time. If
you properly design your
media habits questionnaire,
you can code it with zip, income, specific make/model, and other filters which
http://www.DIGITALDEALER.COM
Digital Dealer - August 2019
Table of Contents for the Digital Edition of Digital Dealer - August 2019
Digital Dealer - August 2019
A Message from the Show Director
Generational Leadership
Leasing Is Now - Know the Maintenance Requirements or Else
What You Don't Know Can and Will Hurt You
The Customer Buy Center: A Better Way to Build Inventory
Level Up: Drive a Better Clicks-to-Bricks Connection
Interview with Titus-Will Toyota
Inside Digital Dealer 27
Reaching for High-Star Ratings
You Keep Talking, But Are Your Customers Listening?
16 Ways to Damage Your Professional Brand & Fail at Social Selling
Why Public Relations Is Essential for Your Dealership
Using Facebook to Jumpstart Your Loyalty and Retention Programs
‘Medium and Message’ Magic!
3 Simple Ways to Communicate Better with Your Customers and Increase Sales
The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - Digital Dealer - August 2019
Digital Dealer - August 2019 - Cover2
Digital Dealer - August 2019 - 1
Digital Dealer - August 2019 - 2
Digital Dealer - August 2019 - 3
Digital Dealer - August 2019 - A Message from the Show Director
Digital Dealer - August 2019 - 5
Digital Dealer - August 2019 - Generational Leadership
Digital Dealer - August 2019 - 7
Digital Dealer - August 2019 - Leasing Is Now - Know the Maintenance Requirements or Else
Digital Dealer - August 2019 - 9
Digital Dealer - August 2019 - What You Don't Know Can and Will Hurt You
Digital Dealer - August 2019 - 11
Digital Dealer - August 2019 - 12
Digital Dealer - August 2019 - 13
Digital Dealer - August 2019 - The Customer Buy Center: A Better Way to Build Inventory
Digital Dealer - August 2019 - 15
Digital Dealer - August 2019 - Level Up: Drive a Better Clicks-to-Bricks Connection
Digital Dealer - August 2019 - 17
Digital Dealer - August 2019 - Interview with Titus-Will Toyota
Digital Dealer - August 2019 - 19
Digital Dealer - August 2019 - 20
Digital Dealer - August 2019 - 21
Digital Dealer - August 2019 - 22
Digital Dealer - August 2019 - 23
Digital Dealer - August 2019 - 24
Digital Dealer - August 2019 - 25
Digital Dealer - August 2019 - Inside Digital Dealer 27
Digital Dealer - August 2019 - 27
Digital Dealer - August 2019 - 28
Digital Dealer - August 2019 - 29
Digital Dealer - August 2019 - Reaching for High-Star Ratings
Digital Dealer - August 2019 - 31
Digital Dealer - August 2019 - You Keep Talking, But Are Your Customers Listening?
Digital Dealer - August 2019 - 33
Digital Dealer - August 2019 - 16 Ways to Damage Your Professional Brand & Fail at Social Selling
Digital Dealer - August 2019 - 35
Digital Dealer - August 2019 - Why Public Relations Is Essential for Your Dealership
Digital Dealer - August 2019 - 37
Digital Dealer - August 2019 - Using Facebook to Jumpstart Your Loyalty and Retention Programs
Digital Dealer - August 2019 - 39
Digital Dealer - August 2019 - ‘Medium and Message’ Magic!
Digital Dealer - August 2019 - 41
Digital Dealer - August 2019 - 3 Simple Ways to Communicate Better with Your Customers and Increase Sales
Digital Dealer - August 2019 - 43
Digital Dealer - August 2019 - 44
Digital Dealer - August 2019 - 45
Digital Dealer - August 2019 - The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - 47
Digital Dealer - August 2019 - 48
Digital Dealer - August 2019 - Cover3
Digital Dealer - August 2019 - Cover4
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