“There is no bad press!” has been attributed to a multitude of famous, and pseudo-famous, people that were usually getting bad press at the time but none-the-less were still profiting from the exposure. Is the same true in automotive advertising? Can you effectively throw money at any form of advertising and still sell cars?
Yes, you probably could, but how much of that spending is useful to the dealership and how much is just not bringing value at all? Let’s break down the main forms of advertising that automotive dealerships generally and historically have engaged in and why they maybe should not be the top priority for your advertising dollar.
Disclaimer for Full Disclosure
I am the VP of Sales and Marketing for Speed Shift Media and we work with customers in these fields of advertising. We also have many friends in companies I may be relating to. So in all fairness, many of these advertising products hold value at the dealership level and can be used effectively to advertise their business.
Typical or Traditional Display
I’ve written at length about the inherent difference between typical display and inventory display advertising, so I’m not going down that rabbit hole again. Instead, I want to go into this by demonstrating where traditional display works and why it just doesn’t deliver for your dealership if you’re trying to sell specific cars.