Many auto dealers are reluctant to use local TV. Here are some of the reasons why and what stations can do about it.
Worlddealer Inc. provides online and offline marketing solutions to auto dealers. Its president and CEO, Paul Accinno, offered broadcasters new ways to communicate with car dealers at yesterday’s TVB conference. He then enumerated his top 10 reason why dealers don’t buy TV and suggested a number of ways that stations can successfully respond.
The Top 10 Reasons Car Dealers Don’t Buy TV
10. Lack of planning and stewardship—Local stations don’t fully explain their schedules and how to buy ads.
9. Ignorance of local ad agencies—Single dealers often don’t know that ad agencies will work for them.
8. “It’s not my job”—Single car dealers expect dealer groups to buy the advertising.
7. Location, location, location—Business costs vary market to market and a car dealer’s ability to spend varies market to market. Start buying Polk data to learn the differences.
6. “I’m paying for coverage I don’t need”—This is “the pro-cable” argument. But only 1% of people are in the market for a car at any one time. All that frequency they’re putting into cable is hooey.
5. TV production is too complicated.
4. TV production is too expensive.
3. TV buys are too complicated.
2. TV buys are too expensive—Make it easy by bringing in spec creative and letting a dealer see how easy it is to do a spot.
1. Fear and habit—They’re too afraid not to be in newspapers.
How to Respond
1. Be fully committed to multiplatform sales strategies (build a fully integrated multiplatform yourself, find a partner to work with you or do it partially).
2. Make sure any online site builds and maintains your station’s identity throughout.
3. Emphasize training—teach your managers and AEs all about the Web before you try to sell on it.
4. Bring or create spec creative when approaching a dealer.
5. Use the dealer’s Web site as a traffic driver to the commercial you’ve created for the dealer.
6. Tackle logistics early—packaging, inventory and geography.
7. Listen, listen, listen. Don’t try to close a deal too soon. Keep on cold calling in order to understand what the reluctant dealer’s needs are.