Dealer Creative

Dealer Creative Car dealerships have tight budgets, and advertising agencies have tight deadlines.

With this in mind, Dealer Creative has built an intelligent and efficient auto dealer creative and production company, delivering high-impact car dealer TV commercials, radio ads, and pre-roll videos that command attention and drive traffic to your store. We’re staffed up with automotive advertising professionals, big-thinking creative writers, and the most skilled designers who know what it takes

to showcase your dealership and give it higher visibility than your competition. And since we do it all in house – copywriting, audio, video, graphics, animation, two 4,000 square foot TV studios, 4K drone for aerial footage, and a mobile production unit – we’re able to create car dealer commercials faster, better, and for less

Multiply results by subtracting words.I'm full of simplification cliches like: less is more, the more you say the less ...
06/20/2022

Multiply results by subtracting words.

I'm full of simplification cliches like: less is more, the more you say the less that's remembered, don't just throw spaghetti at the wall to see what sticks, etc.

Multiplication by subtraction is a new way to make an ad more effective by saying less.

It's a really challenging exercise, but once you do it you will see something very significant happen.

Here's what to do: after your ad is complete, whether it's the script, graphics, or audio, challenge yourself and your creative team to subtract 15% of the content.

Remove just one line or one element, and see how the remaining copy or graphics come to life and become more clear.

When you experience that level of message clarity, you'll hardly even miss the stuff you removed. The words that remain become much more sticky and easier for the customer to remember and act on.

Check out this graphic in an article by Marketing Daily.Interesting that even with inventory shortages, ad spend on TV h...
06/17/2022

Check out this graphic in an article by Marketing Daily.

Interesting that even with inventory shortages, ad spend on TV has actually increased. Maybe it's the programming, maybe it's new products.

But my biggest takeaway is that the OEMs are not hiding. They're still pushing to stay top of mind, because they know (or suspect) it won't last forever.

And so... dealers and agencies should follow suit. Don't be invisible. You can gain market share now and when the market improves.

Throw a bunch of spaghetti at the wall and see what sticks.This is not a good creative strategy.But we see it all the ti...
06/15/2022

Throw a bunch of spaghetti at the wall and see what sticks.

This is not a good creative strategy.

But we see it all the time, ""let's put a little bit of everything in the ad, and something's bound to catch everyone's attention.""

That sounds logical on the surface, but the human brain doesn't work that way.

The more you say, the less that's remembered.

Stick to one central idea and make your case. Make it clear. Make it concise.

You can't laundry list a bunch of features and benefits and hope something resonates.

Keep your message simple so the audience understands. THAT'S how you break through and get people to take action.

Our world is whizzing by at a blistering pace. You can thank a number of factors for that, but possibly the biggest is a...
06/13/2022

Our world is whizzing by at a blistering pace.

You can thank a number of factors for that, but possibly the biggest is all the screens we view.

We scroll at lightning speed. We skip and scan and blow past nearly everything without paying much attention.

Why is that?

Most of the content we see is not interesting, relevant, or surprising.

More importantly with many local businesses, the message is not clear.

So how do you get the attention of people who are barely paying attention?

Be clear. Be brief. Be different.

Be clear: know your outcome, know your audience. If you can boil those down to a couple of simple statements, your message will be very easy to understand.

Be brief: It doesn't take 30 minutes to tell your story. It shouldn't take more than 30 seconds really. If you can't say or convince the audience in a half a minute, you're probably not clear enough on your goal and what your audience wants.

Be different: rattling off a laundry list of features and benefits is boring, and it's what everybody else does. You need to tell a story or present your case in a new and interesting way that illustrates your point beyond just facts and logic.

The world isn't going to slow down and the media landscape isn't going to become less cluttered. You have to make every second and every word count.

Start by being clear, brief, and different.

There's been a heated debate about whether selling cars above MSRP is the right thing to do and if it will affect brand ...
06/10/2022

There's been a heated debate about whether selling cars above MSRP is the right thing to do and if it will affect brand loyalty.

Brian Pasch conducted a survey at his DMSC event, and the results were very interesting:

76% of dealers say they're selling some vehicles over MSRP.

88% of dealers think that selling over MSRP could hurt dealership loyalty.

Whether or not a dealer should sell over MSRP is a debate for another time and place with people far more intelligent than me.

Every dealer is different and I've heard solid arguments on both sides. But my take is on how you can tackle this thorny topic in your advertising.

If you're absolutely NOT selling any new vehicles over MSRP--but your competition is, then there's a golden advertising opportunity for you. Position yourself as the steady, consistent dealer who's sensitive to the current economy... ""we're not adding to the pain of inflation you feel...""

This is a short-term selling point and a long-term reputation-builder.

For dealers who are selling above MSRP, a good play for you is to talk about supply and demand. It's an excellent message with built-in urgency. """"Inventory is tight, supplies are limited. Reserve yours now before somebody else does!""""

Customers who understand there's an inventory shortage before contacting you are less likely to be shocked or upset that they might have to pay above sticker.

Regardless of your position on selling above MSRP, there are advertising angles that will support your position and help you drive more traffic now and build your brand into the future.

06/08/2022

Dealers have a rare opportunity to conquest Tesla shoppers.

If you have preowned Teslas in stock, use video to get their attention and sell them one of YOUR Tesla units today.

Appeal to a customer's impatience and show them they can have what they want NOW.

DM me on LinkedIn at Jeff Hayes if you'd like to have this video customized for your store, group, or agency.

And... make sure you watch to the end.

A few weeks ago, our poll on LinkedIn asked whether it is more effective for dealers to target a narrow audience with pe...
06/07/2022

A few weeks ago, our poll on LinkedIn asked whether it is more effective for dealers to target a narrow audience with personalized creative or appeal to a broader audience with a universal message.

The results are in.

64% voted in favor of a targeted audience and 36% said a universal message would be better.

We brought up the topic because an article in marketingweek made a huge case against ad personalization.

They say inaccurate third party data makes it impossible to hyper-target specific audiences.

And, their broader point with creative is that reaching everybody with the same message creates shared associations.

I'll let the data experts speak to the accuracy of the data they use. Certainly first party data is going to be more accurate and specific to your company.

But as a creative company, we know there's a place for both universal and specific messaging. It depends on your goal, who you're trying to reach, and where you're advertising.

But I do agree with the article. I'm willing to bet there's a common message in your business that will resonate with all of your customers. You just have to do the hard work of thinking, researching, and planning to figure it out.

There's a lot of talk these days about branding, brand image, and a dealership's ""brand.""I love reading and studying t...
06/06/2022

There's a lot of talk these days about branding, brand image, and a dealership's ""brand.""

I love reading and studying the pioneers and legends of advertising. In ""Ogilvy On Advertising"" David Ogilvy's advice on brand image is timeless. Here are two big points:

1. every ad you put out there contributes to your brand.

Whether that's a high-energy sale spot or a mellow customer testimonial, it has become part of your image.

Just because you do a ""branding"" commercial doesn't mean that's suddenly what car shoppers think of you. Every ad of yours they've seen has in some way, defined your dealership's personality, or brand image.

2. If your advertising looks cheap, it will rub off on your product.

Who hasn't seen those cringe-worthy local TV ads? When they look and/or sound bad, that's a reflection on your business and the way you conduct business.

If your goal is to break down the barriers car shoppers put up, then start off on the right foot by projecting a professional, trustworthy image. The way to do that is--no surprise here--create ads that look and sound professional.

Remember, your relationship with the customer doesn't start when they fill out a lead form or drop by the showroom. Your relationship with the customer usually starts in your advertising.

Words mean things.You know this to be true in all of your relationships... family, friends, co-workers, etc.But consider...
06/01/2022

Words mean things.

You know this to be true in all of your relationships... family, friends, co-workers, etc.

But consider the importance of every word in your advertising.

Each word you choose in your headline or opening line has to carry meaning and impact.

The words you use to inform and motivate need to speak to the hearts and minds of the customer.

When you call the audience to action, each word should be simple and easy to remember.

The opposite of this is: words about you. Words that are safe.
Words that are insincere or not believable. Words said too fast and too loud. And of course, saying too many words.

The first impression a customer has with your dealership could very well be in your ads. Use the right words in the right way to get off on the right foot.

Remembering and honoring those who served out country.
05/30/2022

Remembering and honoring those who served out country.

Should you talk about the customer experience in your ads?Have a look at this very interesting exchange on CBT News with...
05/25/2022

Should you talk about the customer experience in your ads?

Have a look at this very interesting exchange on CBT News with Meta’s Bob Lanham. Bob makes the case that you should talk about the customer experience in your ads. It could be that one thing that sets you apart from the competition.

Brian Pasch and Paul J Daly advocate much the same thing, especially if the OEMs assert more control or move to a direct-to-consumer model.

However, Jim Fitzpatrick counters by suggesting that very few people contact the dealership and ask, “can you tell me more about the experience I will receive.” He says shoppers are more inclined to contact the dealership to find out more about a specific offer.

Have a look at this interview and let us know what you think… what’s the right strategy: promote the experience or promote an offer?

05/24/2022

Earlier last week, I mentioned the Carvana layoff and how dealers have been stepping up to help their fellow automotive professionals in finding a new job.

We offered a free recruitment video to dealers, and that offer still stands.

Here's an example of the video, customized for Jim Ellis Automotive Group in Atlanta.

We can customize this for your stores as well, available on a market-exclusive basis. DM me ASAP to get it.

Don't forget, this is totally FREE! We just want to help dealers help more people.

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