Everyone has an opinion on what makes an automotive radio commercial “effective”. Some will swear that having a loud announcer shouting at the top of his lungs (to the point of blowing out his voice, or having a stroke) is the only way to go. Others will take the more subtle approach of “honesty and integrity” with a low key announcer who wounds like a grandfather ready to pass around a bowl of Werther’s Originals after he tells you about the low APR financing for 3 years. Still, some others will go for the varied approach, of humor, honesty and all out over the top loud mouth announcers.
At the end of the day what is the most effective approach for an automotive radio commercial? It really needs to show the feel of the dealership.
Quite honestly, I absolutely detest the sound of an announcer screaming sales figures over a pounding anvil, but guess what – for countless dealerships that deal in high volume and a circus environment every weekend see great success with this approach when advertising on a very heavy and consistent level.
If a dealership is smaller, more hands on and is not packed with clowns, inflatable jump pits and sales people running around like rabid chickens the feel of the commercial should not be crazy and over the top either. The laid back, trust feel is what needs to be reflected in that automotive radio commercial. The point I’m getting at is: Your automotive radio commercial needs to show what and who you are.
Consumers looking to buy a car have their B.S. meters on full blast, the second they get a whiff of something they think doesn’t smell right, you can lose them. So keep your radio advertising reflective of the dealership this means:
- Make the commercials sound like the dealership. If you are a party, make the commercials sound like a party. If your shop has more of a coffee shop feel going, lay off the crazy gimmicks and keep it more real.
- Know and accept that you won’t appeal to everyone. There is an audience that will respond to each of these approaches. One will relate to you and your approach. When they come through your door – Treat these people with care, because they naturally gravitated to you in the first place.
- Don’t do what your competition is doing. If there already is a big screaming car guy in town, don’t be that guy. You can still be lively and fun, but don’t be the screaming guy. Same is true of any other angle. Don’t try to imitate the competition, it will only help them and hurt you. People will think your ads are for them and not you.