Brandcasting: Adding Content To Social Media

Has your dealership joined the ‘social revolution’ on the internet yet? Before you answer yes, I am not talking about a website, search engine marketing or e-blasts. Although creating and gathering Facebook friends or even placing commercials and clever videos on YouTube would be considered an entry level attempt.

Hundreds of millions of dollars are being spent each year by major brands, including auto manufacturers, attempting to crack the code on connecting with consumers over the internet in a less intrusive way. The platform they are using is called ‘social media’ and like all new media, it is being defined and re-defined on a daily, weekly and monthly basis.

The goal of using ‘social media’ is to connect with and engage consumers over the internet through the sharing of a common interest, passion or relevant and entertaining dialog. This is the “pull” side of messaging your business, in contrast to those you “push” out to the crowd with traditional media. 

Dealers are scratching their collective heads trying to figure out how to pull consumers to their website and keep them there longer. Internet specials, printable coupons and community sponsorship announcements are only valid when the customer is in the market to buy a car or get it serviced.  

Visionary dealers are now attempting to build a bridge between their business and the customer around a shared passion for cars, computers and music. It is called Brandcasting and it is the newest movement on the ‘social media’ front.

Be the media, don’t just rent space on it

More and more dealers are now experimenting with this by launching their own custom radio station over the internet that plays 24/7 and is linked from their own web site. It can be played on any computer or smart phone with the click of a button and even stays on when the customer migrates to another site or to do e-mail. Dealers even play it in their showroom or over their telephone’s on hold to stay connected with the customer. It becomes the soundtrack for their brand. Embedded around the enjoyable variety of music are subtle selling messages for new, pre-owned, financing and service specials.

Brandcasting is a differentiator to stay connected with customers

It opens a new door to welcome customers around something they already are already passionate about – their music. The unique link that’s created between the dealer and customer is exclusive to the dealer and add incredible stickiness to the web site.

Over 60 millions Americans now listen to music on Internet radio each week and that number is growing.

Lexus of Las Vegas seems to have found the perfect blend of Brandcasting. It is called Radio Lexus Driven By Lexus of Las Vegas and you can hear it out at www.lexusoflasvegas.com.  It was produced by RFC Media, one of the leading custom internet radio station providers.

Now when you answer the question about ‘social media’ you can just about dominate the conversation.

Are You HyperLocal? Unleash The True Power Of The Internet

The Internet has become a staple part of the automotive marketing diet. Dealers are investing tens of thousands of dollars each month on their Internet activities (i.e.: Web Site, Facebook, YouTube videos, Blogging, Tweeting, Live Chats, etc.). Many automotive experts now say that the average dealer is spending between 40 – 50 percent of their marketing budget directly on Internet activities – if not more. Are you?

While initial reports on ROI are positive and will only get better as dealers learn what works and what does not, it is still somewhat of a ‘shotgun’ approach to reach and connect with target consumers through the Internet. This is mainly due to the desire to reach everyone who is searching Google for research or pricing on a new car.

Before you buy all your competitors domain names, pay for every search engine key word and banner all the industry web sites, make sure you are super servicing your own backyard through the Internet.

Become HYPERLOCAL with your Internet activities

‘HyperLocal’ is the new buzzword in media and advertising. It is not exclusive to Internet Marketing, although most references pertain to that. You can and should apply it to your traditional advertising thinking as well. It is really ground zero for marketing activities and starts with the location of your dealership and signage on the lot. From there it spreads down the street and into your local neighborhoods.

HyperLocal Marketing focuses on the Internet users in your immediate area and invites them to do business with their neighborhood dealer. If you think you have this covered, then pull your internet sales report and run a quick zip code analysis. Cross reference that data with the streets in a one mile radius of your dealership. You might be surprised to learn that your Internet sales are coming from all over town, but not from your own neighborhood.

Address this opportunity with your IT department or advertising agency and start reaping the rewards of being HyperLocal immediately. For pennies on the dollar, they can geo-target your Internet exposure right down to the homes and businesses next door, down the street, and in your local neighborhoods. Once you have this 100% covered, then all the other coverage you receive on the Internet will be a bonus.

After 90 days, cross reference your sales reports against the streets in your immediate area and you will see the results for yourself. Dealers who have adopted this approach have been shocked with the sales they were missing from their own backyard. This minor adjustment in focus with your Internet strategy will deliver amazing and immediate results.

Now that you have applied HyperLocal Marketing to your Internet campaigns, do the same thing to your above-the-line advertising. It works across any medium you can zone.

Relationship Marketing: Going Beyond Traditional Advertising

In today’s economy, every dealer is looking to get more out of their advertising dollar. Leveraging your media money for lower rates and increased added value is just the beginning. Here is a simple tip that will help you sell 5 to 10 more cars next month, and every month, through your current media partners without increasing your advertising budget.

It is called Relationship Marketing and properly executed will absolutely deliver incremental sales immediately.

Dealers are spending tens of thousands of dollars, if not more, each and every month with local media in exchange for ad time or space. While this is an efficient way to reach the masses, most dealers fail to capitalize on the relationship they have developed with the local media outlet and their employees, other clients and vendors.

Many radio, TV and newspaper groups have anywhere from 25 to 75 local employees ranging from receptionist, admin staff, technicians and accountants. These employees don’t get many of the perks that are associated with being in the media like free lunches, concert tickets and trips – these are usually reserved for the DJ’s, account reps and clients. Yet, all these employees have one thing in common, they drive cars and want a good deal on their next purchase.

Take Time To Show You Care

If you are a regular advertiser with a local media outlet, take the time to get to know their management team personally. Find out what community activities they are involved in and what employee perks they offer their staff. Explore how you can help their business outside of just buying air time or space from them and suggest that your dealership can offer their employees a VIP service and exclusive offers on their next car purchase. Ask about their other regular advertisers and how they can help you network with those companies. You will be surprised how many doors and key relationships they can help you develop in the community. The media will see you in a very different light when you approach them this way and will be more than happy to make key introductions directly to their staff as well as their other local advertisers and vendors.

Everybody Likes VIP Treatment

This approach will serve as the foundation for creating Relationship Marketing with that media outlet, their employees and other advertisers. Now all you have to do is assign a VIP Manager from your dealership to assist all the media outlet employees with their next car purchase and give the media outlet a letter that they can forward to their employees detailing the process and VIP offers.

Your advertising dollars have now just unlocked the door to hundreds of direct customers at no extra cost to you.

Strategy, Creativity & Accountability: The Foundation for Profitable Marketing

How many cars will your dealership sell this month, this quarter, this year? Do you have a detailed marketing plan to reach your annual sales goals?

Marketing should equal profit, otherwise why spend the money? Marketing is also a process, and when strategically planned and correctly implemented, can become a very powerful tool that can help your dealership achieve the desired sales objectives.

Build the Yellow Brick Road

This is the most critical step to meet or exceed your sales goals. Just like building a house, you must start with a solid foundation based on your annual sales goals and investment criteria. How are you going to get to December 31^st and what is it going to cost you? Does that strategy match your business plan for success?   

Plan the Tactics

Now that you have your annual sales goals and budget, you need to back it down to a quarterly plan and apply the specific tactics needed to implement your strategy. This should be based on the uniqueness of each month and take into account pay days, push periods, holidays and local events that can affect the buying cycle of your target audience. Carefully match your demographic and geographic profile to the media that can most efficiently reach your target audience. This is where reach and frequency come into play – you need to talk to as many people as many times as possible that have the highest propensity to purchase your products.

It is always best to have an integrated approach (i.e.: a combination of television, radio, print, digital, etc.), but make sure you dominate a medium before you add the next one on. Negotiate your media at least a quarter in advance if not on an annual basis to ensure the best rates, added value and guaranteed clearance. Build partnerships with your media don’t just buy cheap rates.

Creative Does Make a Difference

You could have solid strategy with laser beam tactics but lose effectiveness with the wrong creative message. You must match the right creative to the right people at the right time to connect with consumers.

How you say things is as important as what you say. The ‘tone of voice’, music bed and graphics will position and brand your dealership in the consumer’s mind.

Develop a Unique Selling Proposition and integrate a ‘direct-response’ offer inviting the consumer to come do business with you TODAY.

Finally, you must ensure consistency across all forms of communications to complete the marketing bridge and build consumer recall for your message.

Ensure Accountability

Marketing campaigns will not sell cars in isolation. They require expert execution, measuring and evaluating on an on-going basis. Make sure you communicate with your agency on a weekly basis to review and forecast - this allows you to keep your finger on the pulse of the campaigns. Track your progress and make any course adjustments necessary in monthly reviews or quarterly planning sessions.