Will somebody please step in and issue a recall on all Southern California car dealer association radio advertising?
Here’s the latest entry in this Motorcade of Shame.
First they get us to envision an auction. Some sort of sporting event. Then an opera.
Y’know, for the typical luxury car buyer who enjoys auctions, sporting events and the opera.
But you pictured an auction, right? And an opera? (And maybe an air horn blaring in a stadium.)
And how clearly did you see “the Lexus Zero-To-60 Pre-Owned Sales Event”?
And exactly who has instructed all North American automobile dealers to call their promotions “Sales Events”?
Instead of “Sales Events,” why not come right out and declare them to be “Come Give Us Your Money” events?
They have a “large selection” of vehicles “available.” Wow! Stop the presses!
CAR DEALERS HAVE LARGE SELECTIONS OF VEHICLES AVAILABLE!
The vehicles, by the way, are “meticulously inspected.” No word on how many passed the inspections, but every doggone one of them was inspected.
Oh, and don’t forget our hybrids! They break ground, which apparently is a major selling point.
1.9% financing! Irresistible lease rates!
They do a give a deadline. Of course, that deadline was 5 weeks from the day I heard this commercial, so it doesn’t exactly build a feeling of urgency.
And what do you say we wrap up this baby with two Calls To Action and 12 seconds of Advertising Weasel Words?
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Somewhere in a dark and mysterious place (OK, Vegas) Lexus dealers meet and discuss this kind of stuff. At least that’s what they say to explain why they’re away at company “sales events” so much. And they come back with essentially these kinds of “insights”.
When I explain the shortcomings of running eleventy-seven benefits and twice as many calls-to-action they say: “You’re right. But thats what works for us.”
Hey. They have their sales numbers. Ands they keep doing it. And I keep taking their money. Who’s “wrong” here?