UCD Magazine • March 2024 • Page 20

RONALD HEIDER will be a speaker at the NIADA Convention and Expo. Not dead yet Those aging mediums still hold value for your dealership BY RONALD HEIDER We’ve all read the stories and &#0c; &#0e;&#0f;&#1d;ii  &#0f;&#0e;&#0c; media is dead or at the very least, dying. +  &#0c;&#0c;&#1b;g&#1f; &#1d; &#0c; revolution caused irreversible &#0d;&#1d;g0&#0c; &#0e;&#1d;  dollars when they place ads on TV, radio or a billboard? While it’s true that many aren’t as strong as they once were, all those traditional mediums are not a$&#1b; &#0c;&#0c;&#0f;&#1b;&#0c; &#0e;&#0d; &#0c;&#0e;a7&#0f; importantly, consumers still spend lots of their time consuming what &#0d; &#0d;&#0f;Ja The truth is that none of the old mediums have  a#&#0f;&#0c; &#0c;&#0c; read books, magazines and newspapers. They still go to the movies, listen to the radio and watch television. So which medium is the &#0f;&#1b;&#0f;&#0c; g% &#0f; has sound, and the “theater of &#0d; &#0e;a/ tangibility. TV has visual, audio and “feeling.” The internet seems to have it all, plus it’s a two-way street, making it by far the most democratic medium to a"&#1b;&#0f;&#0e;&#0e;&#0c; b performer or critic. No one will argue that the Internet has become the &#0f;&#0f;&#0f;&#0d;a#&#0f;&#0c;&#0e; pervasive as it is, it still depends on the outreach mediums to tell &#0f;&#0c;&#1b;&#0f;&#0f;&#1a; j what it is, where it is and why they should go there. Word-of-mouth still ranks as the most powerful   &#0e;&#1d;a2 &#0c;&#0c;&#0f;&#0d; comments and review sites, the &#0e;&#0e;&#0e;&#0f;  b&#0f;&#0f;a+ advised that customer comments &#0f;&#1b;a Unlike face-to-face and word-of-mouth, which tend to be limited to a few people, negative comments posted online can reach hundreds of potential customers instantly. While technology changes at a blinding pace, people haven’t &#0e;&#1d;&#0c;&#0c;&#0d;a5 &#0e; time began, they’ve done what pleases them and what they’re comfortable with. That doesn’t &#0e;&#1d;&#0f;&#0e; &#1d;a&#1e;&#1b;&#0f;&#0d;&#0b; your selling proposition easy, &#0f;&#0d;&#0f;&#0c;&#0e;&#0e;K &#0c;b&#1b;&#0f; &#0d;&#0b; &#0e;&#1d;J&#0f; &#0c;&#0c;&#0f;&#0e; &#0e;&#0f; generate positive results. So back to the initial question: Which medium is the best for your dealership? If your goal is to build your brand while creating leads and selling opportunities, here are a few traditional media platforms you might want to consider: Local radio: Almost everyone has access to local radio, making it one of the easiest ways for you to reach millions of ears and tell &#1b;&#0f;&#0f;&#1b;a+ &#0e; easily accessible, radio advertising is excellent at boosting your brand awareness and reaching a wide audience. Radio remains powerful thanks to its ease of access, &#0f;&#0e;&#0c;  &#0e;&#0c;&#0f;&#1b;&#0c;&#0c; &#0e;a Broadcast and cable TV: No one will argue that distribution channels for television are evolving. Historically, consumers had two choices for TV -over the air or with a cable provider. But even with consumers “cutting the cord” and streaming programs, there are still some great programming options on local TV or cable networks that can help build your brand &#0e; M&#0f;&#1b;&#0f;&#0f;a 5 K&#0c;&#0c;&#1b;b&#0f;&#1b; of programming that you should consider using. Live, local news, national news, news magazines &#0e;&#0f;a$&#0f;&#1d;&#0d;&#0d; &#0e;&#1d; &#0f; &#0f;&#0e; &#0c;&#0c;&#0c; a1&#1b; few people will stream or watch a$&#0d; goes for national news and news magazines like 60 Minutes, 20-20, or Dateline. Consumers are still watching these shows in the  &#0d;&#0c;&#0f;a$ &#1d;&#0f;&#0e; &#0f;a2 all know people who watched some game after it happened due to work &#0f;&#0d; &#0c;&#1b;&#0e;a$&#0d;&#0a;&#0f; &#1b; of people watch sports live and as it happens. If your targeted customer K&#0f;K&#0c;&#0f;&#0f;&#0c; watching any of these shows, you should consider running ads to reach them. Billboards: These continue to be a great brand builder. Use your billboard to keep your dealership front and center in the eyes of &#1b;&#0f;&#0f;&#0e;&#0d;a$&#1b;&#0d; &#1d; &#1b;&#0f; &#0c;&#0c;&#0f;&#1b;&#1b; with little chance to take in your &#0d;&#1d;a+ &#1b;&#0f;&#0e;&#0d; been impressed onto their brains during their daily commute, you are moving your company to the front of the line when they’re ready to go shop. ! &#0d; &#0c;c! &#0d; &#0c;&#0e;  &#1d;&#0e; K&#0e; &#0d;&#0f;&#0e;&#1b;&#0f; customers and positively impact your bottom line. Direct mail can provide your customers with a unique, personalized experience to help your business stand out from the crowd. One of the main reasons direct mail performs so well is that it is tangible. Customers receive a personalized, physical item in the mail and they have to do something with a2&#0e;&#1b;&#0f;&#0f;&#0d;&#0c;&#0c; &#0e;&#1d; &#0d;&#1d;&#0f;&#0f;Jb  &#0c;&#0c;&#0c; make the customer more likely to &#0b; b &#0e;&#0f;&#0e;&#0f; a Used properly and consistently, virtually every medium will generate some type of response for you. This is provided you have something of &#0c;a%&#1d;&#0c;&#0f;&#0d; &#0d; used, you must tell your story in a compelling manner that convinces the consumer you are the superior choice. Your message must be relevant, easy to comprehend and meaningful. A &#0f;&#0e;&#0d;&#1d;b &#0c;&#0e;K will have a positive impact regardless of where you place your ads. RONALD A. HEIDER President – Heider Marketing & Advertising rheider@hmaads.com U CDMA GAZINE.COM • WWW.NIADA.COM 20 MARCH 202 4

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