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 Do You Still Need TV?
TV Impact Minus The Media Costs
Do You Still Need TV?
If you been in the automotive retail business for the past 30 years, television advertising has most
likely been the featured player in your marketing mix. It's broad reach and (then) unique combination
of moving visuals and full audio made it the best way to reach a mass audience with your message.
But a lot has changed in the past 30 years. Instead of 13 channels, many consumers have 313. And you're
fighting for their attention not only with more channels of television, but with the Internet,
satellite radio and a host of other new media. Add to that the advent of TiVo and other digital video
recorder technologies that allow consumers to skip past your commercials and you'll understand why
recent news has been forecasting "The Death Of The :30 Spot."
"Is it dead? No, but it's wounded," added Doug Checkeris, president of Media Company, another major
media buyer.
The signs are everywhere. In March, PepsiCo Inc. announced a major marketing push to reintroduce its
Pepsi One brand without a single television commercial.
U.S. media reports say General Motors Corp. and Procter & Gamble Co. are both diverting marketing
funds away from television commercials for next fall. And the Canadian subsidiary, Procter & Gamble
Inc., says its overall marketing budget will be up in the fall, while television spending will be
flat.
"If you focus all your energy on TV, you miss all the other touch points when you can reach out and
connect with consumers. Frankly, we're putting a lot more emphasis on the other touch points," said
Tim Penner, president of P&G Canada.
Source: www.workopolis.com, July 2005
So, do you still need to run television commercials? Yeah, you probably do - but it's not important as
it used to be. With the impact the Internet and other new media are having on consumers, television is
now just another part of your overall media mix - not the featured player.
So what is the solution? First, adjust the balance of traditional media and new media in your marketing
mix. Next, take a look at new technologies, like the one discussed below that allow you to get the
impact of television without spending big bucks on a media buy. And finally, thank your lucky stars
because television is expensive and the new media options can deliver equal or better impact at a
substantially reduced cost.
TV Impact Minus The Media Costs
Streaming technology combined with an increased number of consumers accessing the Internet via
high-speed connections allows anyone with televisions commercials or other video content to send
those messages to consumers via email or feature it on their web site. It's easy and its inexpensive
because you're not paying a television station or cable provider for media space. Take a look at what
this dealership is doing...
Click Here to View a Sample
These are the kinds of options available to dealerships that embrace the digital revolution by using
Dealer Impact's i-Deal Marketing System.
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Life After the 30-Second Spot:
Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising
by Joseph Jaffe
Jaffe, marketing consultant and former advertising executive, issues a clarion call to abandon the
old rules of marketing and wake up to new opportunites. He cites as a root problem the lack of
imagination in big agencies (which may not endear him to former agency colleagues!). He offers
several lists that help us understand his road map for change, such as major trends that should
inspire smart marketers, including the need for 24/7/365 service to customers on their terms--and,
through wireless, consumers are always connected and accessible, no matter where they are.
read more
Preview: LA Auto Show
Posted Dec 2, 2005
by Erin Mays
Car makers have big plans for L.A. this year, with World and/or North American launches from 30
manufacturers planned. Toyota will have the world premiere of its 2007 Yaris, Mazda will show its
CX-7 concept and Volkswagen will introduce the Eos and GTI to the North American market.
read more
Nissan Develops Self-Repairing Finish
December 2, 2005
www.nissan-global.com
Nissan Motor announced it’s devised an automotive clearcoat that repairs scratches on painted car
surfaces, including those created by fingernails, car-washing machines and vengeance.
read more
Check out the latest Virtual Dealership solutions from Dealer Impact Systems:
www.dandreabuick.com
www.rustywallisvw.com
www.ramseyauto.com
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