If you use television for your dealership, you are well aware of the value of having a strong spot to drive traffic to your store. If you are not using a professional ad agency to produce your commercials and just going to your local cable company or TV stations, however, you are playing in the major leagues with minor league players. Here are a few tips to look for that will elevate your production quality.
Crafting a script
The length of a typical commercial is 30 seconds. Some advertisers, however, are using 15 second spots to get more frequency without spending more money. Make sure your commercial's script times out to the specified length. Use short sentences that grab your potential customers' attention. With limited time to capture your audience, you must get right to the point. Your audio should also tell the customer what product you are advertising; quite often the potential customer is in another room listening to your commercial and not paying close attention.
Audio and video should be the same
When writing your commercial, make sure your audio and video are in sync. When you're talking about specific vehicles, you must make sure you have that exact vehicle on the screen. Not showing the proper video with audio is one of the biggest mistakes novices make.
Every commercial must have a call to action
This is the most important part of any commercial and what gets customers out the door to your store. Make sure the majority of time you spend on your script is on your “call to action”. Give customers a specific deadline, less than week away from the commercial airing. Remember, everything depends on your offer! Image advertising can still achieve this message, but without a compelling offer, you are simply wasting money.
Give complete contact information
Include a website address, phone number, and street address and perhaps a brief description of landmarks or major cross streets near your dealership. Much of this can be covered in graphics.
Hire an ad agency
You may get lucky once in a while and make good commercials on your own, but for consistency and on-going success, you should use an advertising agency to guide you. Paying 15 percent of your media buy and small production fee will give you the best opportunity for success. Many agencies will work for a smaller commission and if they are doing enough business with you, offer a reduced rate on the production. Spend time searching for an advertising agency and find one that has produced quality and memorable commercials for other dealerships.
In this fast paced world of automotive advertising, the days of producing TV commercials by yourself have long passed. For the little money you spend to hire a professional, you will make far more in return by having spots that are memorable and bring traffic to your store.