Automotive Direct Marketing Campaigns | Car Dealer Advertising Agency
Many auto dealers continue to use what is often referred to as “legacy” advertising: radio, TV, and newspapers. They are not comfortable with social media and are reluctant to use the Internet particularly when they feel a customer’s identity would be revealed. The reality is that many dealerships continue to see value in legacy advertising, and are reluctant to abandon it.
What are some reasons dealerships use to justify the continued use of traditional marketing channels? Let’s take a look —
- Some dealerships pull their customers from middle-class neighborhoods and college campuses. They know these homes and students may not have the same access to digital marketing as more affluent areas. These potential customers listen to radio and watch TV, and that’s where the advertising dollars go.
- News programs are watched by middle-aged customers more than other groups, and that’s why a viewer might see several car dealership ads during a 30-minute news program. Dealerships know these customers have the income available to purchase new cars.
- Many homes in rural areas still do not have access to the Internet, or perhaps even a computer. TV is still the primary way these areas get information, and therefore legacy TV ads can be more effective.
- Many dealers feel legacy marketing channels have a “human touch” that digital marketing does not. This is particularly true of dealerships who continue to place partial or full-page ads in the local papers. They are interested in reaching potential clients who still read newspapers, therefore they spend money on newspaper advertising.
It might be easy for digital marketers to scoff at dealerships who prefer legacy marketing channels. Be careful, because many dealers don’t think they lose any customers from ignoring digital marketing. They still sell hundreds of vehicles and are comfortable continuing to advertise the way they always have. Premium Productions understands the advantages of both legacy and digital advertising and can help your dealership choose the best advertising channels to maximize your business.