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Auto Dealer Radio Copywriting
Posted By: thor on 11/9/2006 3:58 PM (CST) 250 Points
Hello All,

I have a client(auto dealership) who is looking for a shocking/creative/in your face radio campaign that set his dealership apart from the others. Any ideas? Need some good marketing creativity!!!
Thanks!

Thor

Posted by: shghosh Accepted Answer
11/10/2006 3:36 AM (CST)
Check out some of these- quite good.

http://creativecarads.com/media/radio/index.htm

You want an in your face campaign- problem is almost all of them are!
Why not run a radio contest of car quiz and the listeners who call in get a small gift with dealership branding and the correct answers get a $2,000 voucher that looks just like a check with "Made payable to: Holder of this voucher!" printed at the top of the flyer!
Of course it will "Valid only when used toward the purchase of any vehicle in dealer stock!"

 
Posted by: bigstarnow Accepted Answer
11/10/2006 10:55 AM (CST)
Not in your face but about building a sense of humor about how dealers sell:

If any of our sales people use the phrase "What will it take to get you into this car today?" You get $500 off the purchase of the car.

If any of our sales people say ( another typical slimy sales pitch ) We'll give you $500 cash back when you purchase a car.

If any of our sales people say ( another typical slimy sales pitch ) get a two day vacation to Las Vegas.

the more you make up the more incentive to go to the dealer.

The more the sales person "slips up" the more incentive to stay and buy a car.

Of course, the dealer will agree to have their sales people slip up on purpose to get people to buy. In addition It creates a relationship with the buyer and dealer by being perceived as having a sense of humor about how car dealer's sell cars. It breaks the ice and gives the sales person and buyer a fun way to make a deal.

I thought of this last night... I don't know if it has ever been done? It's just a twist on traditional incentives.

Good luck T.
 
Posted by: pghpromo Accepted Answer
11/14/2006 2:08 AM (CST)
Oh, that's a great idea from bigstarnow, but now how to convert that into a shocking radio campaign?

Easy--You call the promotion something like "Tongue-Slipping Days at [car dealership]!"

Such a name lends itself to copy like this:
"Every slip of the tongue could save you big money on [car makes/models]! That's right! If any of our sleazy car salesmen slip you the tongue, you could get $500 off the price of your car! Or how about a trip to Las Vegas? Sound exciting? Our guys are trying real hard to be civil and polite, but you never know when their tongues'll get 'em all tied up! Come on down for wet 'n' wild savings during Tongue-Slipping Days, now through [day], only at [dealership name]!" ... etc. ...

...And sprinkled with some specific car make/model sale prices, of course...

-- Paul
 
Posted by: Frank Hurtte Accepted Answer
11/15/2006 12:22 PM (CST)
i would do an ad where the car deal is the stereotypical car sales person... sleazy, lying, cheating, white shoe wearing jerk... very funny... followed by the ad for your people...
 
Posted by: D4Demand Accepted Answer
11/16/2006 10:27 AM (CST)
If you are good at osmosis learning and imitation. go to http://www.radio-ranch.com/ and listen to some audio samples.

These provide great examples of juxtaposition and visual analogy that just can't be duplicate on TV or any other media.

Enjoy!

D4
 
Posted by: mgoodman Accepted Answer
11/17/2006 4:28 PM (CST)
Much as I laughed at the suggestion offered by bigstarnow, I have a very negative reaction to commercials that poke fun at people -- even stereotypes, like used car salesmen.

It's demeaning to them, and it only serves to remind people of why the car-buying process is so unpleasant. And even when you tell them you're different, they still have the strong visual or auditory recollection of the negative stereotype you set up.

I'm all for humor, but not for advertising that (a) demeans people, and (b) creates a stronger image of the negative than of the positive.
 
Posted by: KathySmithFilms* Accepted Answer
11/17/2006 10:21 PM (CST)
Hi thor,

These are the TOP voice overs on the planet.
http://www.wma.com/0/vo/
If you need help getting talent I would be
more than happy to help set you up
with a talent that will expand your business.
Kathy Smith
p.s. enjoy listening - it's really enlightening and inspiring
and you and your client would be surprised at the cost.
They will send you a free cd for your presentation.
 
Posted by: carrie77 Moderator Response
11/24/2006 7:47 AM (CST)
Hello Everyone,

I am closing this question since it's more than 2 weeks old. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.

Thanks for participating!
Carrie (Production Editor)
 


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