“TV is the giant megaphone. When you want to get a message out, that’s still really the most powerful means to do it!” says Isaac Weber, VP of strategy at Marketshare.
“In a study using data from a luxury automaker, TV was the only medium to maintain its effectiveness while the other advertising media- both online and offline- declined more than 10 percent. TV has maintained its effectiveness at driving advertiser KPI’s over the last five years.”
KPIs (key performance indicators) are how a dealership measures a return on its investment in a marketing strategy.
Are you being SMART with your TV advertising dollars? SMART stands for specific, measurable, attainable, relevant, time-bound.
If your dealership ads are not checking off all those boxes you may be spinning your wheels.
Because now more than ever, TV has side-kick that can help boost your message even further.
And it’s not the remote- it’s a Smartphone.
During the last Superbowl game a 30 second TV ad costs about 4.5 million dollars. While this is an exorbitant amount of money, the fact that Super Bowl XLIX hooked 114 million viewers, breaking all TV viewing records before it, makes the expense more palpable. And here’s why- many of those TV commercials generated sales from online searches. People were watching the commercials, then while sitting there watching the game, they were Googling their Smartphones for more information.
Two-thirds of Smartphone owners use their phones to learn more about something they saw in a TV commercial.
“An effective TV ad can stimulate dozens of micro-moments, where your potential customer is looking for more: product specs, prices, details, or reviews. ” According to Google, mobile has fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each is a critical opportunity for brands to shape our decisions and preferences.”
Think about your dealership’s TV commercial. Does it encourage viewers to find out more? Because here’s the rub- viewers are going to search for information about your dealership or the vehicles you sell- whether you like it or not.
So why not encourage them to search for your dealership using a specific phrase? Wayfair, an online furniture store does exactly that and it has taken them to the top 10 most improved companies online to rank on page one in search results.
Why? Because in their TV commercials, they have a call to action. They ask viewers to search for their products using the term- Wayfair your home. “In addition to ranking for 48 percent more keywords on the first page of Google, Wayfair has seen a 69% increase in revenue from organic traffic.”
Imagine what type of KPI’s you could generate if you used this marketing strategy.
American adults watch over five hours of TV per day according to Nielsen.
And 85% of Smartphone and tablet owners use their devices as a second screen while they watch. Second-screen searchers present a huge opportunity for marketers.
Click JVS Marketing to discover how we employ SMART marketing concepts to produce the highest ROI’s for your dealership today!