Automotive Retail and Electronic Media
Foresight Research released the first results from its 2012 Automotive Marketing Communications Study. Automotive research specialists, Foresight interviewed 7,851 new vehicle buyers in the US, finding:
all you are going to hear is the “F” word,
it bears repeating the “F” word,
over and over again, the “F” word, the “F” word, the “F” word
until it sinks in it’s all about frequency frequency frequency.
Get the message?
It’s a good bet that those who read to the end of this article will spend additional time thinking about the “F” word and the enormous impact it has on your advertising efforts.
An effective radio spot must grab the listener’s attention and be repeated enough times to imprint your message.
Content is your core message; your hooks. Match your hooks to make, model, availability and demographics.
Creative varies, content is constant [remember to match your hooks all around]. A clear message consistently delivered, works perfectly for today’s buyer.
Consistency. Plan your radio flights and stick to them. People tend to listen in at the same time every day. If you’re jumping around the clock, achieving frequency will become problematic, you might extend reach, but frequency is the key.
Constituency is the demographic for your product. But always keep in mind that the lines between demographic groups are not solid and straight, but in reality are a little bent and fuzzy.
