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The next time you turn on your television, do me a favor! Watch the commercials and see if you can identify what target audience the advertisements are intended for, and what calls to action are included to entice that audience to buy.

Once you’ve had a chance to complete this little exercise, take a look at the advertising and marketing materials produced by your dealership. Can you identify the target audience and call to action?

If you take a look back over the articles I’ve written over the past year or so, you’ll recognize a consistent theme. I tend to focus my articles on the importance of creating customer segments and ways that you can reach out to them more effectively.

While I won’t get into it too much in this article, I wanted to show you a cool Audi Australia commercial that I found online that features famous Beatboxer Tom Thum. Take a look at the video and let me know in the comments what audience Audi Australia intended this commercial for and what action they hope is accomplished.

What do you think? Comment below!

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How Carfax Missed a Big Opportunity in Advertising

Over at Automotive Digital Marketing, there's been a long discussion started by Jim Zieglerabout Carfax and its place in the automotive community. I haven't chimed in because, quite frankly, I'm not needed there. The discussion is self-perpetuating and there's no shortage of opinions.

 

It did, however, catch my attention strictly from an advertising perspective as they have an ad out that misses on more cylinders than I thought was even possible. This physics-bending ad is intended to position Carfax as some sort of secret weapon to be used against car dealers. It isn't, but that's not the main reason why the ad fails so miserably.

 

First, the video itself:

Did you see the biggest problem with it?

Car salespeople are still stuck in the 80s, according to this video. The CarFax advertising team had a big opportunity to introduce the reality of today's car buying experience, and that reality is that dealers look at Carfax very closely themselves. They do not want to put out a vehicle that won't pass with flying colors. Most use it as a selling tool, a vote of confidence that they stand by their product. To position dealers as the enemy is foolish, mostly because there are plenty of people who feel that if something is considered a potential conflict point, they'll avoid it. Why would you want to make your product appear to be a point of contention during a transaction?

 

There are many challenges with the way Carfax is marketing, but this is the biggest. Be a conduit between dealers and customers. Don't be adversarial to one side or the other.

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http://www.dealersynergy.com This is one of my clients in Iowa!!! They came up with a BRILLIANT idea... They created a website "Buy Your Ford" (dot com) and it was a site dedicated to DRIVING Traffic!!! **They used this as an "X" Plan site... But, the perception was that this is a site that could get you ALL of those "SECRET", "HIDDEN", "AWESOME" Deals, savings "HOLDBACK" etc... Then they created this TV Commercial... it drove HUNDREDS of people to the dealership OVER the WEEKEND! As a matter of fact the TV commercial and Website (www.buyyourford.com) did so well it UPSET ALL of the Local dealers around my client and FORD stepped in and made them shut down the site BECAUSE it had "Ford" in the URL... So my dealer just created http://www.driveyourdeal.com - It is the SAME concept just without the "OEM" Branding...
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