So why would a renowned TV revenue consultant advise stations to just give up valuable sales dollars?There's only one reason.... Different Gets Noticed.
Different Gets Noticed.
If your ad gets produced, in house, by the same guy who's doing every other ad on the evening news, your ads are going to blend in on the evening news.
Jim Doyle knows that if there are going to be 15 different dealers advertising on NEWSCHANEL 5 at 6, the station better find a way to make your ads stand out, get noticed and create action,
Or you, and your advertising dollars, won't be coming back next month.
That's where Instant Events comes in.
"Loud, action-packed, some would even say obnoxious, "
They say about Instant Events' particular brand of hard sell car dealer TV spots.
"But so what? They Work!"
That's what my grandmother would call a backhanded complement, but we'll take it.
TV stations are then advised to have Instant Events produce the newspaper and radio ads for their local dealers media mix.
That's because the simple fact is in automotive advertising 2+2 doesn't always equal 4. The sum can be greater than its parts.
If your potential customers see a "loud, action-packed" TV spot on the evening news,
Then they open the mail and a GINORMOUS SALES FLYER falls in their lap talking about the same sale,
Then, when they go to their laptop to check it out, your websites and facebook pages have the same big, bold headlines and graphics as the TV spot and Direct Mail piece,
Then, when they actually get to your dealership, the same images is all over your walls and sales lot...
That's when 2+2=5.
Frequency sells. It not only breaks through the clutter to get noticed, but tears down buying resistance to create action.
If you say the same thing often enough,
through enough different sources,
in enough different ways,
it becomes what people believe - validated by each repetition -
until the tipping point is reached and the customer jumps up and takes action.
And whether it's an internet click, a phone call from the couch or walking on the lot with the newspaper ad under their arms, they're all raising their hands to say they might be a buyer.
Terry Lancaster is the co-founder and a managing partner of Instant Events which provides car dealers with Newspaper, Radio, TV, Direct Mail and Interactive advertising plus pre-packaged sales events with no long-term contracts and no media or sales commissions.
