Car dealers spend millions in their local newspapers- more than every
other advertising medium combined. You always hear talk about how
newspaper readership is declining and the internet is going to to make
the newspaper obsolete. But don’t bet your dealership on it. Year after
year, the newspaper is the meat and potatoes of the most dealership
advertising budgets for one simple reason - It Works!
When choosing a dealership to shop, more consumers say the newspaper is
their number one source of information than radio and TV combined. But
despite the staggering amounts of money spent every week in the
newspaper, despite its proven effectiveness and reliability, most
dealerships print advertising doesn’t get the time and attention other,
more glamorous, media do.
Consider this, the weekend is the time that customers say they prefer
automobile shopping, so why not fish when they’re biting? before they
go shopping they buy or look in a newspaper. If you want to sell more
cars, your ads has to stand out.Your ad has about 2 or 3 seconds before
the page is turned to get noticed. Your ad not only must get my
attention, but it must motivate to buy.
Print advertising is different than electronic media which rely on
frequency to get inside the customers’ head. Newspaper advertising acts
more like the yellow pages. Once someone has decided to buy, they’ll
pick up the paper to decide where to shop. They use the ads to help
decide where to go first, your lot or your competition’s.
There are two types of advertising. Image advertising that is supposed
to make the customer remember you sometime down the road when they are
ready to buy. And response advertising that is designed to get the
customer off the couch, looking for their checkbook so they can buy
NOW! Those call-before-midnight, spray-on hair TV infomercial are one
example of response advertising. Your print advertising is another.
These are the people you need to direct your ads at, not the other 99%
who’ll probably never turn back to the classified section to see your
ad. 99% of the population will never notice your ad because they have
no reason to go looking through all the car ads in the paper, but the
one percent who are looking have their checkbooks out trying to figure
out how much car they can afford. |
What’s important is that the ad is
exciting enough, dramatic enough and aggressive enough to get the
attention of that one person out of a hundred who needs to see it. For
only $300.00 for a full page ad you could have attention grabbing,
traffic generating, market domination newspaper ads that will make your
dealership stand out.Now I know what you’re saying - I’ve heard it many
times before: Why would any dealer in their right mind pay to have
their ad professionally designed when the newspaper does it for free?
Car dealers spend stagging sums of money in the newspaper, more
than radio, TV, direct mail, magazines and billboards combined. That
means there are going to be a lot of dealers in the paper fighting over
your next up. And the same artist who lays out your ads at the paper is
laying out ads for 23 other dealerships in town. So how’s your
dealership going to get noticed in all the clutter if your ad looks
like every other dealer’s in town. Your ad the newspaper is going to
cost a ton of money...at least a couple of grand and probably five,
ten, maybe even fifteen thousand dollars a page.
So spending a few hundred more to give your dealership the edge and
perhaps motive more sales makes sense. If you want to stand out, if you
want to get noticed, if you want your ads to DOMINATE the paper and
bring in more traffic so you can sell more cars, you’re going to have
to do something different. I’ve been creating ads that get results...to
sell cars for over 28 years for dealerships around the country.
I know what works and I know what doesn’t. If you think a dealer would
have to be crazy to pay $300 for a full page (smaller ad sizes are
less) to have an ad designed, my clients say you’d be crazy not to.
Just pick up the phone and call me at (954) 346-7131, tell me what cars
and prices you want to feature and I’ll have a customized, camera ready
ad in a couple of hours. I could have your ad at the newspaper before
your newspaper rep even returns your call.
There’s only three things left for you to do; (1) Pick up the phone
and give me a call at (954) 346-7131 or drop me an e-mail at
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(2) Tell your newspaper rep the ad is on the way.
(3) Call the factory and see if they can get you more inventory before
the ad runs!
Whether you call me or not, you’re going to spend thousands of dollars
in the newspaper this month. For a few hundred more to get started, you
can have the most exciting, eye-catching, traffic generating ads in the
market. It’s worth a shot, contact “The Ad Guy” today. |
