For advertising to do its job, it needs to be focused – focused media, focused message.
TV, newspaper, internet, radio, outdoor, bus cards, billboards, direct mail . . . they’re all effective if used consistently.
Many times the media decision is based on the message. What medium can best tell your story? Which can you afford? Which reaches your market? Which one isn’t your competition using?
Lot’s of people have been screaming for years “traditional media is dead.”
This video will prove otherwise. Has it changed? Yes. Can it still drive leads? No question.
Do some testing. Determine which medium will work best for you, create a campaign that has “legs,” i.e., one that starts off good and gets better with time, and commit to it. Once it’s up and running, let it do its work, while you focus on your customers and your business.
It doesn’t have to cost a lot of money. A small but consistent schedule, with the right message, properly placed, will make a surprising impact over time. As business grows, other media can be layered on. However, it’s imperative that your message remain consistent, and the core media philosophy continue intact. Careful attention needs to be paid to the development of the creative approach. It must be translatable into other mediums. It must be instantly recognizable in print, broadcast, outdoor, internet, etc.
Like everyone else, automotive advertsiers are subject to the herd mentality. A speaker at some industry convention will tout this or that new secret to success, back it up with eye-popping research, and everyone jumps on the bandwagon. Yes, it’s hard to ignore, and one shouldn’t ignore trends. But true, long-lasting success comes to those who find a way to tell their own story in their own way. A real message with real benefits, consistently presented to a properly-targeted market always works.
Not all advertisers have the faith and discipline to allow these fundamentals to play out. But to those that do, the rewards are profound.
Ready to learn more?
Check out this article (and video) that shares the best practices for TV advertising.