Radio advertising for automobile dealers
notoriously is terrible.
The Southern California Lexus Dealers Association continues the proud tradition of paying ad agencies to create commercials that cost them money…
…rather than producing money-making results.
In this commercial, all the “sales” information is delivered in a straight read by an announcer.
Good luck staying awake through that part….
View this car dealer radio commercial on YouTube.
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So much for authenticity. During my tenure in Los Angeles radio, I created a campaign for a So Cal Lexus dealer. The spots were either customer testimonials, actualities from the owner or the sales manager, or host endorsement based on actual personal experience buying cars there. It ran for years and that dealer sold out of their inventory every month. (Not to be outdone, The Fabulous Honey Parker once created a direct mail campaign for SoCal Lexus dealers that produced such an overwhelming response, they had to shut it down halfway through.) Triggers, people. Triggers.
Thank God they didn’t demand I PUSH-PULL-OR DRAAAAG my old car in! I have more miles on that heap from schlepping it in than I ever got before the warranty ran out. Huh? No…REALLY! Because those car dealer ads are SO DAMN EFFECTIVE!