How to Help Automotive Dealerships in 2011
by Paul Weyland, reprinted with permission of RBR.com
After a couple of the worst years in automotive history, (2009 was the worst year for automotive sales in almost 30 years) 2010 proved to be somewhat better for dealerships across the country. Industry analysts are cautiously optimistic about 2011, believing that rising fuel costs, combined with the increasing age of vehicles on the road, more confidence in the economy and rising prices for used cars will spur more new vehicle sales this year.
So as the car dealers become more optimistic about this year, we can expect their budgets for radio and television advertising to increase in 2011 (although nowhere near what they spent in the early to mid-2000s). Grateful as we are to see this product category increase their spending with us, we must be mindful that this time around, things are different. There is very little wiggle room for the dealerships. Money is tighter than it used to be. They need more bang for the buck. They need our creative help, as those Screamin’, tired old ‘80s-style auto dealer spots won’t be as effective in the “new economy”.
The old-school auto commercial is invisible to new-school buyers. These days, buyers want information from commercials, not hype. Back in the good old days, dealerships ran such high frequency that some of their cliché “clown-car” commercials oozed through the speakers and might have helped drive sales. They also drove many potential sales away. Many people (particularly women) always felt intimidated by the “come in and make your best deal” approach to automotive advertising.
Think about it, no other product/service category requires you to come in and “deal” with professional negotiators in order to get what you want. Buyers today are more cynical, more skeptical and more cautious than before and they demand a much different approach, if they are to be sold. Yes, I like to save money as much as anybody else.
But don’t presume that’s the only thing that might drive me to visit an automotive dealership. Perhaps I’m interested in other things, like safety features that might improve the quality of my life or the lives of my passengers. Perhaps I’m interested in fuel economy. Or, in this economy I might be interested in reliability or a great warranty. Some people are intrigued prestige, ease of use, or performance features.
Speaking of automotive features, did you know about the magnetic ride suspension on new Cadillacs? Well, neither did I. I found out about it by mistake when I asked a Cadillac dealer to tell me about one new thing that I probably didn’t know about Cadillacs. Here’s what he said. “Remember when you were a kid and you tried to push two magnets together and you couldn’t do it? That’s the principle behind the new Cadillac suspension system. That’s right…rather than springs or air the car rides on a magnetic field. Wow. It’s like science fiction but it’s true. You won’t believe the difference in the ride.” As he was telling me about the suspension system, I was thinking, “Wow, what a commercial he’s making right now!” So much better than the “Red-Hot Sizzlin’ Summer Sales Event” commercials he was running. His story actually compelled me to take a test drive and now I’m seriously considering buying one. Imagine how many other potential customers he could create by telling his story on your station.
Since most people don’t subscribe to Car and Driver magazine, it’s up to the dealer to teach us what’s cool about new model cars, trucks and vans. Here are some examples of other neat new vehicle features that you probably didn’t know existed:
Heated windshield wiper fluid-When a bug slams into your windshield you zap it away with a blast of 200-degree fluid. No more bugs…and no more iced windshield in the winter.
Heads-up display-On some Lexus models the car projects your speed, audio information and destination directions on your windshield.
Self-restoring paint-On some Infiniti models when you get a scratch on your paintjob in a few hours it actually heals itself.
Fuel economy for V-8s-Once you hit a comfortable highway speed the vehicle drops from eight to four cylinders. If you need more power you floor it and the thing effortlessly and immediately reverts back to all eight.
Cup holders that heat and cool beverages-(keep that vodka cold!)
Advanced side-curtain airbags-Most automotive fatalities are not caused by head-on collisions, they’re caused by T-bone side-impact accidents. How could you possibly put your children in a vehicle without side-impact air bags?
Blind spot detection systems-The car warns you when there is something in your blind spot.
TV cameras, radar and other back-up warning systems-Keeps you from backing over somebody’s kid or into another vehicle.
Lane departure warning system-This feature warns a drowsy driver when he swerves into another traffic lane.
Air-conditioned Seats-Women in Texas, any interest?
Run-flat tires-enables you to go as far as 100 miles at 55mph on a punctured tire
Remote start-By the time you’re ready to leave your car is already heated or cooled.
Roadside assistance-Flat tire? Engine trouble? Just phone an 800 number and a wrecker will come get you.
Anti-Mold Ionization systems-Air conditioning system kills mold.
Flip-down speakers on lift gates-For tailgate parties
Internet access
Panoramic sunroofs
Five and even ten-year transferable warranties
There is a commercial in every one of those features.
I remind the dealers that they don’t scream clichés in my face when I’m on their car lot. When I’m standing in the showroom no one is bellowing in my face, “Paul, WE MUST SELL THIRTY UNITS THIS WEEK! WE MUST!” No, instead they talk to me in a civilized manner (usually), ask me questions and then educate me on how certain product features will make me safer, save me money and enhance the quality of my life and the lives of my passengers.
So dealers, to make a better radio or television commercial that compels me to want to visit a dealership how about talking to me in your commercials the same way you’d talk to me if I were on your lot? That means no more scripted or memorized commercials. Scripts typically make dealership owners look like a piece of wood or like a prisoner of war reading a forced confession. Starting this year, how about no more screaming? No more balloons. No more buffoons. Get my attention with a good headline…something like the magnetic ride suspension or side-impact air bags might pique my interest. Teach me why it’s in my best interest to have some of the features that make your vehicles unique to the market. Give me some good “talking points” I can share with my wife, the other decision maker.
Teach me to trust you by being as transparent as you possibly can in your commercials. Let me get to know who you really are. Maybe I’ll like you and eventually trust you. Tell me stories about how you helped customers with “iffy” warranty situations, using your clout to get the manufacturer to cover the repair cost. How many stories like that do you have? Most dealers have dozens of them.
Get rid of the old automotive clichés by using the “Best Friend Test” in all copy. If you wouldn’t say those exact same words to your best friend then the language is cliché. Remind me that when I buy from you you’ll be my ambassador and look out for my best interest if I ever have an iffy warranty situation with the manufacturer. Finally, give me a real call to action. Invite me for a test drive so I can experience the magnetic suspension system for myself.
Once the dealer has good bait to fish with we can calculate return on investment on his schedule. His NET profit on new and used vehicles is usually between $800 and $2,000 per vehicle, even more if the car is hard to get, like the new Nissan Leaf. So per $5,000 a week spent on your station how many units would your dealer have to sell? What percent of your total weekly audience would that number represent? Looks like a good, calculated risk to me.
You get the idea. Educated consumers buy more than uneducated ones. So let’s educate our audiences about the features and benefits they’ll get with specific vehicles from your dealer. Let the dealer tell stories about how he’s gone to bat for his customers in warranty disputes.
In the short term, commercials like these will break through the clutter and reach listeners and viewers who are shopping for a new vehicle right now. In the longer term we’re initiating the branding process, so that when consumers are ready to buy vehicles in the months and years ahead, they already know where to go, they don’t have to play Russian Roulette to find a dealership. And as a bonus, your client controls public dialog, raising the bar on what is acceptable and what is completely unacceptable when it comes to choosing an automotive brand and an automotive dealership.
-- Paul Weyland is an international speaker, sales trainer, author and university lecturer. He shows organizations how to cut through advertising clutter and why price is the last thing you need to sacrifice when trying to attract new customers. You can reach Paul at www.paulweyland.com or by calling 512 236 1222.
Hi Do you have a sample script that I can see or hear that you used this idea for the automotive dealership?
Hi Robbi,
I don't have any scripts, I'm afraid - this is just an article that I came across and thought I'd share here because it had some good ideas. If you're looking for specific copy ideas, though, you're more than welcome to start a new discussion - just click the "Forum" tab at the top, pick the section where you'd like to post, and then click the "+Add" button in the upper right hand corner. If you have any questions, just let me know.
Rebecca
