Every market has one of these types. Here in the Roanoke-Lynchburg television market, where our marketing firm is based, we are lucky enough to have two.
I’m talking about car dealers with terrible commercial campaigns.
No, it isn’t limited to just automotive marketing, but these guys are the obvious culprits. The two dealers I’m referencing, epitomize memorable commercials – but not in a good way. One of them does it because he wants his commercials to be bad as a way to be recognized. Ironically, the other one actually believes he is doing a good job. Apparently he has no idea.
I would imagine both of these guys get feedback from neighbors, frightened employees, TV sales reps, and maybe even family and friends telling them, “I saw you on TV”, or “great job on TV”. Oh they’re getting noticed and these types of ads may actually be creating attributable sales, but at what cost? In these situations I can’t help but wonder, how much more business the dealer would be doing with decent and “good” interrupting informative messages?
Honestly, a strong business that wants to cut through the clutter doesn’t necessarily need to hire an advertising agency to guide them toward making a greater impact. There are other capable resources for creative ideas and unique ways to achieve improved top of mind awareness. Whichever method you decide to use in order to move your business forward, I’d recommend you start with getting honest feedback from folks who know what they’re talking about.
If everyone around you is a “yes person” then it’s hard to get valuable and straightforward input. Business owners (just like car dealers) need people around them who will give input that will actually help improve things. That’s harder to do when you only interact with inside employees or people who will tell you what you want to hear.
This is true in the automotive world AND everywhere in business.
Finally, you need to discover a unique way to communicate your message. If you don’t, you run the risk of being just like everyone else or getting lost in the sludge of a three-minute commercial break.
The fact is, no one really wants to look and sound like everyone else, or be lost in the middle of a bunch of spots. However, either one of those situations is better than being remembered by viewers and your potential customers as a real life nincompoop.