The Dealer Playbook
The Dealer Playbook

Episode 8 · 7 years ago

Troy Spring: Dominating Traditional Media In A Digital World

ABOUT THIS EPISODE

“When it comes to traditional offline advertising, enough reach, enough frequency and a strong compelling message, it will produce results/ROI immediately.”
- Troy “Turbo” Spring

Different marketing and advertising tactics work better than others. Period.

In the automotive space, when you go to workshops or webinars about marketing, they typically lean towards digital strategies.

With so much focus on the internet, and automotive dealers trying to figure out exactly how that works, the good old traditional media, or offline marketing outlets, tend to take a back seat. With the right recipe in today’s market, dealers can and are reporting solid ROI from lets call it “offline media.” That is exactly the reason why when it came to the topic of Dominating traditional media in a digital world, we knew that Troy “Turbo” Spring was just the expert to teach us.

The best selling author of “Turbo Charge Your Life”  as well as the co-founder (with Tracy Myers) of the “Unfair Advantage Automotive Mastermind,” Troy “Turbo” Spring has a unique position in the automotive industry. Troy is the owner and founder of Dealer World Advertising – a full service advertising company for auto dealers.

Troy is also the manager of a Lehighton Ford in Lehighton, PA – a Ford dealership minutes from his home. Here’s where he gets even more unique. Troy manages this dealership…are you ready for it?… PART TIME! Yup, you heard it right. Part time. According to Troy, he not only loves being on both the vendor and dealer sides, but it gives him two different ends of the spectrum.

The specific topics we cover in this session address how dealers can tap into & really maximize what’s now (in most cases) inexpensive traditional offline media resources. These topics not only will require some work but also creativity. Lucky for us, Troy lays out some step-by-step strategies that will allow you to start seeing ROI with traditional advertising.

We want you to sell more cars!

More Specifically, You’ll Learn About:

- How to audit and break down your advertising budget

- How to determine which advertising outlets to focus on

- The recipe for a creative message in your ads / messaging that converts

- Sure fire ways to create direct mail that sells more cars FAST

- How to make a stamp on any group and stay top-of-mind in your market

All that and some other super valuable strategies and tips you can put into actionimmediately to sell more cars.

Important Links From This Episode 

To have Troy send you examples of traditional media campaigns that are converting, or to send him yours for a free analysis, email him at:
troyspring@mac.com  or  troyspring@mydealerworld.com

Check out the “LF Boss” the Ford dealership he manages part time mascots Facebook page:

 LF Boss Facebook Page

Hook up with Troy Spring on Facebook:

Troy “Turbo” Spring Facebook 

 Call Troy “Turbo” Spring on his cell:
610-570-3022

Check out Troy’s company Dealer World’s website:

 Dealer World

Check out the auto industry’s exclusive master mind right here:

Unfair Advantage Automotive Mastermind Group (UAAMG) 

Get Troy Spring’s best-selling book here:

 ”Turbo Charge Your Life”

 

Ok, Now It’s Your Turn:

Did this episode give you any insight or some ideas for your traditional media marketing structure? Leave us your comments and keep the conversation going. We love it!“When it comes to traditional offline advertising, enough reach, enough frequency and a strong compelling message, it will produce results/ROI immediately.”

- Troy “Turbo” Spring

Different marketing and advertising tactics work better than others. Period.

In the automotive space, when you go to workshops or webinars about marketing, they typically lean towards digital strategies.

With so much focus on the internet, and automotive dealers trying to figure out exactly how that works, the good old traditional media, or offline marketing outlets, tend to take a back seat. With the right recipe in today’s market, dealers can and are reporting solid ROI from lets call it “offline media.” That is exactly the reason why when it came to the topic of Dominating traditional media in a digital world, we knew that Troy “Turbo” Spring was just the expert to teach us.

The best selling author of “Turbo Charge Your Life”  as well as the co-founder (with Tracy Myers) of the “Unfair Advantage Automotive Mastermind,” Troy “Turbo” Spring has a unique position in the automotive industry. Troy is the owner and founder of Dealer World Advertising – a full service advertising company for auto dealers.

Troy is also the manager of a Lehighton Ford in Lehighton, PA – a Ford dealership minutes from his home. Here’s where he gets even more unique. Troy manages this dealership…are you ready for it?… PART TIME! Yup, you heard it right. Part time. According to Troy, he not only loves being on both the vendor and dealer sides, but it gives him two different ends of the spectrum.

The specific topics we cover in this session address how dealers can tap into & really maximize what’s now (in most cases) inexpensive traditional offline media resources. These topics not only will require some work but also creativity. Lucky for us, Troy lays out some step-by-step strategies that will allow you to start seeing ROI with traditional advertising.

We want you to sell more cars!

More Specifically, You’ll Learn About:

- How to audit and break down your advertising budget

- How to determine which advertising outlets to focus on

- The recipe for a creative message in your ads / messaging that converts

- Sure fire ways to create direct mail that sells more cars FAST

- How to make a stamp on any group and stay top-of-mind in your market

All that and some other super valuable strategies and tips you can put into actionimmediately to sell more cars.

Important Links From This Episode 

To have Troy send you examples of traditional media campaigns that are converting, or to send him yours for a free analysis, email him at:
troyspring@mac.com  or  troyspring@mydealerworld.com

Check out the “LF Boss” the Ford dealership he manages part time mascots Facebook page:

 LF Boss Facebook Page

Hook up with Troy Spring on Facebook:

Troy “Turbo” Spring Facebook 

 Call Troy “Turbo” Spring on his cell:
610-570-3022

Check out Troy’s company Dealer World’s website:

 Dealer World

Check out the auto industry’s exclusive master mind right here:

Unfair Advantage Automotive Mastermind Group (UAAMG) 

Get Troy Spring’s best-selling book here:

 ”Turbo Charge Your Life”

 

Ok, Now It’s Your Turn:

Did this episode give you any insight or some ideas for your traditional media marketing structure? Leave us your comments and keep the conversation going. We love it!“When it comes to traditional offline advertising, enough reach, enough frequency and a strong compelling message, it will produce results/ROI immediately.”

- Troy “Turbo” Spring

Different marketing and advertising tactics work better than others. Period.

In the automotive space, when you go to workshops or webinars about marketing, they typically lean towards digital strategies.

With so much focus on the internet, and automotive dealers trying to figure out exactly how that works, the good old traditional media, or offline marketing outlets, tend to take a back seat. With the right recipe in today’s market, dealers can and are reporting solid ROI from lets call it “offline media.” That is exactly the reason why when it came to the topic of Dominating traditional media in a digital world, we knew that Troy “Turbo” Spring was just the expert to teach us.

The best selling author of “Turbo Charge Your Life”  as well as the co-founder (with Tracy Myers) of the “Unfair Advantage Automotive Mastermind,” Troy “Turbo” Spring has a unique position in the automotive industry. Troy is the owner and founder of Dealer World Advertising – a full service advertising company for auto dealers.

Troy is also the manager of a Lehighton Ford in Lehighton, PA – a Ford dealership minutes from his home. Here’s where he gets even more unique. Troy manages this dealership…are you ready for it?… PART TIME! Yup, you heard it right. Part time. According to Troy, he not only loves being on both the vendor and dealer sides, but it gives him two different ends of the spectrum.

The specific topics we cover in this session address how dealers can tap into & really maximize what’s now (in most cases) inexpensive traditional offline media resources. These topics not only will require some work but also creativity. Lucky for us, Troy lays out some step-by-step strategies that will allow you to start seeing ROI with traditional advertising.

We want you to sell more cars!

More Specifically, You’ll Learn About:

- How to audit and break down your advertising budget

- How to determine which advertising outlets to focus on

- The recipe for a creative message in your ads / messaging that converts

- Sure fire ways to create direct mail that sells more cars FAST

- How to make a stamp on any group and stay top-of-mind in your market

All that and some other super valuable strategies and tips you can put into actionimmediately to sell more cars.

Important Links From This Episode 

To have Troy send you examples of traditional media campaigns that are converting, or to send him yours for a free analysis, email him at:
troyspring@mac.com  or  troyspring@mydealerworld.com

Check out the “LF Boss” the Ford dealership he manages part time mascots Facebook page:

 LF Boss Facebook Page

Hook up with Troy Spring on Facebook:

Troy “Turbo” Spring Facebook 

 Call Troy “Turbo” Spring on his cell:
610-570-3022

Check out Troy’s company Dealer World’s website:

 Dealer World

Check out the auto industry’s exclusive master mind right here:

Unfair Advantage Automotive Mastermind Group (UAAMG) 

Get Troy Spring’s best-selling book here:

 ”Turbo Charge Your Life”

 

Ok, Now It’s Your Turn:

Did this episode give you any insight or some ideas for your traditional media marketing structure? Leave us your comments and keep the conversation going. We love it!“When it comes to traditional offline advertising, enough reach, enough frequency and a strong compelling message, it will produce results/ROI immediately.”

- Troy “Turbo” Spring

Different marketing and advertising tactics work better than others. Period.

In the automotive space, when you go to workshops or webinars about marketing, they typically lean towards digital strategies.

With so much focus on the internet, and automotive dealers trying to figure out exactly how that works, the good old traditional media, or offline marketing outlets, tend to take a back seat. With the right recipe in today’s market, dealers can and are reporting solid ROI from lets call it “offline media.” That is exactly the reason why when it came to the topic of Dominating traditional media in a digital world, we knew that Troy “Turbo” Spring was just the expert to teach us.

The best selling author of “Turbo Charge Your Life”  as well as the co-founder (with Tracy Myers) of the “Unfair Advantage Automotive Mastermind,” Troy “Turbo” Spring has a unique position in the automotive industry. Troy is the owner and founder of Dealer World Advertising – a full service advertising company for auto dealers.

Troy is also the manager of a Lehighton Ford in Lehighton, PA – a Ford dealership minutes from his home. Here’s where he gets even more unique. Troy manages this dealership…are you ready for it?… PART TIME! Yup, you heard it right. Part time. According to Troy, he not only loves being on both the vendor and dealer sides, but it gives him two different ends of the spectrum.

The specific topics we cover in this session address how dealers can tap into & really maximize what’s now (in most cases) inexpensive traditional offline media resources. These topics not only will require some work but also creativity. Lucky for us, Troy lays out some step-by-step strategies that will allow you to start seeing ROI with traditional advertising.

We want you to sell more cars!

More Specifically, You’ll Learn About:

- How to audit and break down your advertising budget

- How to determine which advertising outlets to focus on

- The recipe for a creative message in your ads / messaging that converts

- Sure fire ways to create direct mail that sells more cars FAST

- How to make a stamp on any group and stay top-of-mind in your market

All that and some other super valuable strategies and tips you can put into actionimmediately to sell more cars.

Important Links From This Episode 

To have Troy send you examples of traditional media campaigns that are converting, or to send him yours for a free analysis, email him at:
troyspring@mac.com  or  troyspring@mydealerworld.com

Check out the “LF Boss” the Ford dealership he manages part time mascots Facebook page:

 LF Boss Facebook Page

Hook up with Troy Spring on Facebook:

Troy “Turbo” Spring Facebook 

 Call Troy “Turbo” Spring on his cell:
610-570-3022

Check out Troy’s company Dealer World’s website:

 Dealer World

Check out the auto industry’s exclusive master mind right here:

Unfair Advantage Automotive Mastermind Group (UAAMG) 

Get Troy Spring’s best-selling book here:

 ”Turbo Charge Your Life”

 

Ok, Now It’s Your Turn:

Did this episode give you any insight or some ideas for your traditional media marketing structure? Leave us your comments and keep the conversation going. We love it!

This is the dealer playbook episode,seven with Troy Turbo charge your life spring. Here we go you're dialed into the dealer, playbookpodcast, where it's all about winning autedealer strategies that deliverproven results, and now Your House, Robert Weissman and Michael Serilla, well, hello, how's it going everybody.This is Michael Serilo and Robert Wisman, with the dealer playbook.What's going on Robert? What's up everybody, what's going down? Look so Imean it's been, you know not too long, since we latched the dealer playbook onitunes and Stitcher Radio, and I'm just so excited about the response that we'vebeen getting so many people are talking about the dealer, playbook they're,sharing it they're, taking pictures of them listening it to listening to it intheir cars on their way to work. So I just wanted to quickly shout outeverybody. Thank you. So much for the support that you are giving us don'tforget to leave us your feedback and visit our website, the dealerplaybookcom and again. Thank you so much real, quick just heading into today'sepisode. We've got a tremendous thought leader in the space of you know. Idon't want to say I traditional advertising, but for lack of betterwords. Traditional media advertising, print TV radio TROYC spring is with ustoday's, the the founder of dealer, world advertising he's also, you know,has the credentials of working inside the dealership at at the same time asbeing a vendor which gives him a unique perspective from both sides of thefence. But Troy is an incredible thoughtleader he's also a part of theunfair advantage. AUTOOTIVE mastermine group with Tracy Myers, which you guysshould definitely check out, but just an all out fanatic when it comes tohelping dealers reach higher levels of success through through theiradvertising efforts, and so I'm excited to get into this episode with him today, Robert Youyou've, been in touch. You'vemet Ro, troy on several occasions. What what can you tell us about him? Real,quick TROYC, sharp man he's. He really blew me away. What, when Imet him down at the the mastermind in Charlotte and his thoughts, and justyou know, he really made me- understand traditional media, a lot more and andhow to use it properly, and that's what he's going to do here today, guys sowith? No, if less you have a a objections. Man,I'm ready to dive in and give Wlat's do it, let's jump in enjoy guys choicespring okay, everybody and we are back and, like I said we are here with it's-become a friend of mine, Great Smart Guy, like you said, Troy Spring he'scofounder with Tracy Myers, who can catch on episode, three of the one ofmy favorite gigs to go to the unfair automotive advantage. Mastermon grouphat goes down in Charlotte and I think, there's Atroy. Is there any openingsleft on that thing, or are you guys maxed out or what? No? No, you knowwhat we actually do have some seats still available in June, as you wellknow in case they don't. This is a membership type of event. This is not atwenty group and it's not a conference. So you have t if they want to apply andthen want to check it out to what Tracy and I are doing down there in Charlotte.It's www unfair advantage, mastermindcom yeah and it o sorry guys to throwsomething in your face right away, asking you for something. But this isyou know: Yeah you've been there, you waven't there so and with a limitedamount of seads, it's Integin to apply it is it is it's a great time and Imean you'll leave with some some. You know things you can put in action rightaway, which in fact, speaking of that is what we're going to accomplish foryou today. So anyway, Troy Spring, he is actually founder of dear littleworld, which is a a fool service,...

...advertising company, obviously for autodealers, and then also he has probably, as me and Choyce spoke a little bit.Pre Show you could say he has probably one of the person with this only gig inthe world. That probably has the title that he has with a dealership which,what is that tight? Or what is your job there troywell. I would call myself the the part time manager you know. Three years ago,deala world took on a consulting job of a store that was was struggling onlyabout eighteen miles away from my house make a long story shore. It wentincredibly well the owner and I get along fantastic. He was Absen Te, so Ijust basically run the store part time. I advertising agencies a mile down thestreet, I'm a very, very fortunate man. Yeah part time manager guys eat yourhearts out. Man Evera heard of that yeah, but I get a lot of that. So so,if you're putting all this together, the guy he owns an automotive businessand Avera full service advertising agency, and then he's also has hishands in the front line in the dealor world and running a dealership kind oflike what Tracy Myers is doing. You know he's playing both sides, you knowbi think hat might actually Robert. I think that might actually be one of thereasons tracy and I get along so well. You know at the end of the day, it isfun to be on the vendorside and the dealer side, and not only is it fun,but you know I find that it's really rewarding and it's helpful. I mean itjust helps me see both sides and understand both sides. You know betterthan most yeah. I can only amanage in so here to get you guys to what we're hereto talk about today and especially from never meeting Troyin person, knowing much about like really what he is going on, just beingfriends with Hem on Facebook, which I'm sure most of you are IV met him down at the mastermind group,the unfair Vengin Charlotte and he po spoke a lot and we all cld. So it's bigconversation, ind they're like like we have here, and he made some awesomepoints and showed a lot of great statistics on who me I'm a big in M,Michael Too, were as digital nerdy as they come on traditional marketing andadvertising, and it really opened me up blow my mind and I've actually seen.You know some great results from this from from friends of mine, so troy withtraditional traditional marketing today and the dealer. You know, like some ofyour dealer, clients I mean and and competitors that you see were were autodealerships struggling. Why are people saying that traditionals dead? Is itbecause they're not getting results or it's just what they think they shouldbe saying or doing is going digital? Well, you know. I just spoke last weekout in Colorado about this and the point I'm about to make reallyresonated with the dealers. I I spoke to everything in digital is analytic.You can track your vdps, you can track webhits, you can track leads. You knoweverything it's just about metrics and analytics and being able to trackthings and most of the people that are higher up in deealships general manager.Sales managers- ETCA. You know you kind of. Can it's easy to get sucked intothose metrics and at the end of the day you know you look at that, and you sayyou know I migt selling more cars and th answer. Probably is yes, but arethere better ways or are there other ways on top of everything that youdoing digitally that you should still be doing in the traditional media worldthat are going to bring you strong return on investment? And to befrank, you know, I don't know that we should still be using those wordsdigital and traditional. I mean it. They really just need to blend togetherand one can play off the other. You know I'm going to give you an exampleright now that my help us get through the rest of this interview. You know everybody, everybody sort ofgo daddycom. You know that I mean think about the fact that that's one of thelargest you know online, I mean that's adigital company right robber. You Know...

Right, Michael, you know, b t, butwhere did you hear? When did you hear about them? You heard about them on thesuper bowl lad on television. That would have been my answer. Yeah right Imean that's where most people would say same thing with monstercom. You knowsame thing with auto trador. I mean that one really hits home in ourindustry. You know auto trader, you know, since they got rid of their theirpaper publication and they're, going really completely digital. What mostpeople don't really think of is how they advertise their digital medium andif they increase their television, spend ridiculous amounts. So there's alot of play even o on the third tier level, from the audo dealers. To do thesame thing. The big boys are doing. Go Daddy Monster, auto trainer Etca, wherethee they're using traditional media to really push people to sites, and we canstill do that. We can do it, you know, tear one, does it teer two? Does it,and even at the dealer level, to your three, it's a really incredibly goodstrategy that a lot of guys are missing out on well, and if you look at the Imean just the progression of Media and advertising from you know a hundredyears ago, you find that people make room for I'll use it. The last time inthe interview, I think that the quote unquote traditional media I mean radiowas supposed to kill Feeder TV was supposed to kill. The Radio Internetwas supposed to kill it all, but what we right, what we find is that peoplemake room for the media that they enjoy alongside the new media, and so I lovewhat you're saying here, because I mean it really resonates the fact that I don't- I don't foresee a time when there won't be value in print in TV inradio, because we often find that it's when we consume information from thosesources that drives us to perhaps going online and moving into the digitalspace. Yeah no question, and the other thingto consider to is that you know a lot of times. The deliverysystems are just changing. You know ie pandor or serious aright, radio right alot of dealers will say well radios going away. Ando know the deliverysystem just changed. You know. Still. You still got to write a very strong,compelling message of a radio spot with great creative in order to be on thosemediums to make them work same thing. WOUTH prerole, I mean preroll really isnothing more than a television spot. That's played before you watchsomething on the Internet. HOW IS FREE ROL? What are you seeing good resultsin preroll? You Know Robert. We don't really use it a lot. You know it's not one of my favoritethings to use, although I would say that it does work. Don't get me wrong, we're having really good luck with withcable, small cable networks in some certain towns, we're having really goodluck on radio. You know from a from a digitalstandpoint. We don't really use a lot of pre rule and again, I'm sure,there's a lot of people out there with say they're having crazy, good successwith it. I don't doubt that, but we we typically will look at in a tool and we design this thing. Youknow to to just go a little bit deeper. Wedesignd a tool here, a deal world called atvestigate and what investigatedoes? As allows us to put in every single metric of an ad how many peopleis it going to reach? How frequently are they going to see the spot? You know how good is it creative? Howmuch competition? Are you up against, etc, etc? Etcs about seventeendifferent things that goingto the formula and, in the back end of thething, scores it and tells us whether or not it's a good by and a lot oftimes, prerole for us doesn't score very well and investigate because it'sno frequency, you know, meaning that the customer sees that prerole spot andthey see it for five or six seconds it's invasive. They didn't really wantto see it and they clicked out. You know they kip the they clicked a skipbutton, and you know the chances of seeing that spot of second time orpretty slim versus on cable, where we really playing a lot of TV spot. Still,you know it's not as invasive you used to watching television and seeing acommercial and in ie we buy a lot of...

Big Bang theory. You know here's a here's, a tip for anybody listening.You know if you're buying cable spots, you know don't buy all over the placeby something that has a really good. You know viewership and just own it Imean the baby yeah yeah. So what happens is if you're watching big bang,theery and you're watching the marathon? I want to be an every single one, soyou've seen me one hour two hour three hour and then maybe tomorrow you see meagain and then maybe next week you see me again now there's a frequency offive. That's that's my point about prerule, it's incredibly hard to get afrequency of five on preroll, and so so that's you know. We again. I don'tthink it's a bad medium. I think it's a good mediu and if the dealers bunchetsupports it, we would use it, but it would not be our first choice, but I italmost seems like no matter what you do, whether it's a good delivery method ornot or maybe more effective than another delivery method. If yourmessage sucks, then I mean you're kind of shooting yourself in the foot. Wouldyou agree yeah, and you know here's the other issue right if you really divedeep into that, that's a good point. It's much easier on television to sayyou know the ninety ninedolar a month, zero den! You know some of these hooksthat you've got to use yeah dealers don't like using them, but at the endof the day they work. And so, if you look at the delivery message of thedelivery method on preroll, it's more of an entertainment thing right soyou're supposed to entertain somebody when they're in front of their computerscreen versus you're still allowed to really sell them when they're in frontof their television right. So you you bring up a very good point: Ot Michaelan you did as well that that kills the creative. I mean you can't really sellit's more of a marketing and branding aspect at that point, which can bewhich can be very effective. Don't get me wrong, but it's you know the again.The message can't be quite as strong on the computer, because it's too invasivsof o make sense and that's not an online we're used to a different type of youknow what Yiu mean marketing and ways to get our attention than commercials.You know because we're so I think it's the way as the end user were so tunedinto. You know, that's TV, you know on on the Internet. We shouldn't havethese commercials and things like that. So I don't think I mean they reallydon't have any influence over me or had any influence in any decisionsI've made. I can tell you that and I'll tell you what else is that you know like I hear the pricing ispretty good and like they have to look almost watchinto the end. If I open itup and then I kill it at that five set, you know to mean everybody knows thatyou're watching a youtube video, it's as you can skip ad ind five, four threetwo one boom Er, all skit, you know for if everybody sitting skip, I don'tthink you get billed, but nonetheless I agree with you and that, and it makesperfect sense that good frequency on cable television would bring goodresults. Well, yeah and there's the other thing y. u that you just broughtup! It is 't expensive. You know you could probably buy. Let me just throwout anumber thirty five thousand views of prerole for a thousand bucks. So youknow what a dealer- here's thirty fivesand views in thirty five usandplays for a thousand dollars and they get sucked in and they go. You knowwhat t t that's a lot of plays. Let's do that, it's only a thousand dollarsand I'm getting thirty fivezand plays the other thing to remember on pre role.Is it's one viewer perview? So you know, if you're watching big BANGN theory inthe right market, you might have nine hundred people watching that onecommercial, you might have nine thousand people watching that onecommercial right where so you know they're looking at a by in a scheduleand the dealer goes O, I'm only buying. You know seven hundred spots for themonth and it's costing x amount of dollars on this cable lie and where I can getprerole thirty fivesand spots for a thousand bucks. You just have to becareful and that's why, when we plugged it into our our tooll investigate theend of the day, you know you don't have any reach either each play is for onecustomer. So how do you?...

How do you, you know, say I'm adealership and I just want to get started? I say: Okay, look! I need toget more exposure for my dealership. What's the process, I mean what arethings to consider for my dealership that helps me identify the bestdelivery method. Yeah, no problem. Let me tell youexactly how we do it. So if we go into a store first thing we do is we pulltour ad budget and we take a look at everything they're doing and I thinkyou guys are probably going to laugh most most dealers that are listeningright now, a high percentage of them at least aredoing this. The AD budget is spread all over the place they feel like. You know,I've got to do prerole, because all my buddies are doing it. I've got to do. Igot to be an auto traider and I got to be on Carscom and I should be doingtrue car and then so the whole bunch of that money is getting taken up.Digitally number one number, two, I'm afraid to get away from radio, so Igot to do a little bit of Rai and I got to do a little bit of TV and I should Ishould sprinkle out some direct mail, and the problem is: Is that that we see? Ninety percent of the timeis that the dealers that budget is spread way too thin and Robert you'veheard me say this in Charloote a few times. You know they don't own anything.They made no stamp on any group of people on any one particular mediumthat gives them enough pulln enough push that their tople mind whensomebody comes in the market, so that step one is to take a look at thatbudget and see how spread thin you are and then the second step would be.Let's, let's get rid of all the stuff. That's not working a let'et', let'stone it down and get to the three or four things or one thing, sometimesthat we know we can dominate and we know we can own and as an example,there are some radio markets where you know terrestrial radio right, not tosay traditional might be the best play. There was a store. I ran back a fewyears ago that we spent fifty nine housanddollars amonth on radio and most people would say were out of our minds. I didn't doany newspaper, I didn't do any television, but this took that storefor one hundred and twenty five cars a month to two hundred and fifteen cars amonth in e one month. Wow it wasn't. It wasn't a Rapuk period.It wasn't a time where we said Hey, you know what over time, we might seeresults. You know when you can own a medium, and you have that greatcreative, Michael that you just talked about. You know I the creative sucks.It doesn't work while, if it's great, it will work. So if you have an awesome,reach of awesome frequency, you've got a great creative message that AD budget.My goal to answer your question might boil down from you know ten differentitems to three items: where hey we cut cars because that's not really working.We kept the autumn trader We'e, getting rid of everything else and we're justgoing to own radio. I mean there's an example. What a dealer should do ad and anonother step would be if theyhaven't mailed their database. Recently, we traine our guys to ask this questionto every single dealer, not not for our benefit, but for the dealers benefit.When is the last time you mailed your database, not email that you sent ahard copy, tangible piece of mail into their mailbox. That said, we love you.We you know, we want your business, we don't want you to defect to anotherstore, I mean. Obviously the male piece doesn't really say that, but that'sthat that right, that's what it's written to say under underlying that'sa context of message: The context of the message with a real hard driver anda hook to bring them in because there is. There is absolutely no betterdollar spent for any dealer unless they're in a absolute major metromarket that that it doesn't work for- and there are a few exceptions to everyrule right. But to answer your a question really, the first thing Iwould do would be. I would get back in te direct mail business because thereis no other dollar spent that can provide that Rli in particular, inabout seventy percent of the markets...

...across the country. Awesome. So, okay-and you know what y you've basically answered. My next question, which isI'm thinking- it's a no, but you said a couple of things. You said: What's thehook to bring them in, and you also previous to that mentioned newspaper,and I mean I'm looking at newspaper ads. These days and nothing's really changed, I feel likesomehow we got caught in this trap of you know, putting twelve pictures ofvehicles on the page with their price, and you know a brief description, airTILP cruise lady, driven or whatever. Is there any value in that? Is thereenough hook in that? Does that play a role in t the buyers path to purchasethat type of advertising where it's just picture price picture pricepicture price, twelve? On a page, no special hook, no special message oraure dealers wasting their money on that type of advertising. Well newspaper is, is a difficultmedium right now for sure, we've tested it a couple of differentways, and we do hardly know newspaper. You know one way we tested it was wehad a dealer that was willing to give away a use car about a twenty fivehundred dollar use car. We ran two full page, full color ads ina very densely populated area. We're not talking about circulation of fivethousand were talking. You know in a neighborhood of a hundred thousandcirculationand. Basically, the ad did nothing but invite people in toregister to winn a free car and the contention of that test was if theydon't come into winner car. I doubt they're reading the paper at all andwe'll buy a car out of the paper, so we ran that ad to full color fullpageads inviting people in to register Tho winterfree car, and it didn't reallyplay out well now now, before I got on forther, let me tell you about a secondtest that we did and it Wei shouldn't say we did we're in a process of doingright. Now, Robert you're, familiar with that adsare alive. Correct! That's our live is our new technology,where we can actually without a Qr Code. Okay, show th. You showed it to me.That's yeah, yeah and e reason. We did. It was to try to get to breathe somelife into newspaper matter of fact we're in negotiations and talks withsome newspapers right now. You know outside of just the car business, butwhat does technology does? Is We can helver the the mobile device androidorapple over any picture on any newspaper or magazine or Dreck mialpiece,anything and literally tap the screen and that Pictrup can come alive withstreaming video Awsomyeah, so it but here's yeah right so without a Qr code,and so here's the cool thing about that Michael T, a that allows us to reallydive in and test is that we can track how many scans those images get. So wecan literally, hopefully, within the next couple of months, give you you know legitimate analytics onnewspaper and how many people read the ad and how many people scand it andwhan, which page is better, is back page really worth double o. You knowthat kind of stuff. So so we're diving, Inthe newspaper a little bit morebecause I have a I have an affinity for it. I really hate to see it go away,but but currently right now t there's not a lot of place in any dealersbudget that we work with for newspaper, and would you group magazines, like theyou know, the little penny rags that you can pick up that are basically thesame thing. Would you group those in the same category as newspaper whereit's just kind of a sixty page book that it's Tauh nothing but pictureprice picture price page after page? If you can get the front page or theback page and you can get the money right? I don't know that those are abad deal in certain markets, Okayif you're, in a small market like CarbonCounty, you know where the Ford store is that I run we are currently in thein that publication cool. So so basically, but the reason we are isbecause we get the back page. Okay, it Prett me premium spot, there's no sensein being in the middle of a hundred...

...pages right. So basically what it comesdown to is based on the dealership, Hey, what's your budget? What's working?What's not working get rid of that and then let's look at some proven mediums,but as of rate now you're, basically saying hey, you know we're making we'retrying to make some waves here with newsprint, but if you're going to doanything, print get print in mal boxes. Essentially is what you're saying yeah,and you know what, if you guys would like, I would love to have a littletest with Hou and see. If you agree with me, sometimes we'll sit in frontof a deal or and well tell them look. There is no better return on yourinvestment for your advertising dollars than direct mail and I just shut up andit gets silent, and I think you guys wil think this is funny. What do youthink they say of course, right they start saying now. We you can't provethat and right right yeah. If you like me to I'll, show wou youguys how we prove it sure supersale companies, when you think about supersale company,whether a dealer likes a super sale, doesn't like a super sale. Has Thoughtsabout Hamd doesn't doesn't matter. This is how we prove it and thit's how Itrack. I will track it until I retire. What the best medium is is I'll, watchand see how a super sale company evolves and makes their money, because,when you're talking about a team of ten guys that are traveling a thousandmiles from their home and going to pay their own way, pay their own gasps,their own travel, their own hotel, their own everything and they're payingfor the advertising up front that they are, they have to make their living offof for the rest of the week. I would tell you this that one hundredpercent of the time right now they use direct mail, not seventy percent, notsixty percent. So you know there's some people that could challenge whether ornot direct male has the strongest Ouroi but show me a sale that just happenedlast week anywhere in the country that delivered fift, sixty seventy cars anddid two or three hundred thousand dollars in gross profit in five or sixdays. That was done on anything other than direct mail that it doesn't exist. So when it, what forms of direct mailexcuse me guys on how happene what forms of direct mail are doing the bestand there has to be one- I know like I've, seen some super creative stuff,and then I see the same old like the key glued onto like the fool colormailor. You know with you know the same old same hold on it, which maybe thatone still e the bullet, but is there any like thing new? That is that hiscome up that you've seen trends in direct mail or any just classic StaplesT at that? Are you seem to be doing the best? Basically yeah good question. Youknow, obviously, that mail that I just referenced is a saturation piece.That's just every household delivered a lot of the time that that has the giftand the gimmock you know on it, either the key or, if you're, familiar withthe code case, where you just pull out the little tab and the blue numbershows- and you know a lot of that- is the fact that you've got three fourfive six hundred people coming in at said, hey. I want a prize now you know,oddly here I am on your podcasts talking about that when my chapter inthe unfair advantage book woith with Tracy, Myers and Brian Pash, was allabout how to drive traff with with no gifts, no gimmicks, no gizmos right, no, no keys,none of those code cases those kinds of things. So you know to answer your questiondirectly. I would say you know, unfortunately, that Gift Ang GimmickMail does work, I'm not a real big fan of it, but itdrives traffic and it converts, but there are ways to do it without number.One is your database if a dealer hasn't mailed his database and if anybody isin here- and I think we already said this and listening to this podcast, if yourun a franchise store- and you have not mailed your database in six seven eightmonths or longer, a sure fireway to have a great weekendis to clean up that database run it...

...through national change of addressdeduplicate the names make sure you left with a clean list, and then youknow Michael we're, going to go back to it again. Right make sure that Tyouhave a very strong, creative peace that has a compelling reason to visit thestore, make it time sensitive its Urgeng. It ends on Monday and you will have traffic. Yourcustomers will respond and it'll be one of the best returns on investment thatyou'll get in any an any advertisement that you can do, there's no better,less Tan, your current databasis inthe year, two thousand and fourteen you'resaying right. I'm telling you right now, todayeve yea, and are you osegmentingthis list or is it just kind of a top level initiative like hey get? I don'tknow what the hook would be, but are you? Are you approaching the whole list,or are you saying out of this list? I'm going to look at you know who's a youngfamily or who do you know what I mean? Do you know what I'm getting that? Noabsolutely yeah sure I personally am a fan of touching theentire database and I have some opposition that I'll share with you. Imean I never say I'm completely right about everything, but I think if theybought a car from you, you know a lot of times. I'L go back eighteen months,so we're not wasting our money onm somebody who just barely bought a car,a d they've only made twelve payments, but you know we'll go back eighteenmonths and then we'll just mail. Everyone. My feeling again is that whenwe try to get too segmented that it can dilute the whole purpose, which is tocommunicate with that database now from a strict return on investmentstandpoint, there are ways then you can go and what you know a gold diggerprogram as a as an example. If you've heard of that yeah, you know where youcan go and equity mine and you can say, hey this guy. I can send him a directmal piece, and this is pretty cool- think about this you're at home andyou're driving at two thousand and ten camery as an example, and you get apiece of direct mail in the mailbox says you can upgrade to a fourteenlower your payment with no money down and it's allall legitimate, factualdata that has been pulled from the database bounced off a blackbook bouncethrough a lease profiss machine and in all that data can be on one directmailpiece, that's pretty strong, and I'm an advocate of that. I think itworks. I think it works well and it should be done, but but you're saying,if you've been, if a dealers going six or seven, would you say six, seven oreight months without sending quality, creative, male or just a male piece totheir database? That's going to drum them up some some immediate traffic andkiller Rli right yeah show. I believe that you just should you should keepyour current customers from defecting before you go after new customers, okay,so to kind of like bring bring us out because we don't we. You know weappreciate everybody taking the time to tune into us and for you troy doingthis, but okay, so we went back to a lot of the creative and and the youknow how important it is for the message to be compelling to have goodseat cols to action. Why don't? Why? Don't you take us out with you knowwhat needs to be ind there? What does that content need to consist of what isgoing to get them? The best results that that help the dealer kind of writetheir own message: okay, yeah Meani'll even go one stepfurther and tell you that it really should go to the brand one of the texgs,absolutely y yeah, one of the things that we do, and I think we do it reallywell- is we're able to take a stor Giveit, a personality. You know thatthat Ford store that I told you about is not necessarily about the message ofninety nines a month and zero down, and you know good credit, bad credit, allthat kind of jazz. It's really not about that. What how we turned thatstore around so fast was we gave it a personality. There was nobody in thefront lines you know of those ads. We created a mascot, we call him the boss,he looks like you know, he's wearing a sup jacket, he's got parted hair, helooked smart he's wearing glasses, but he's got a big, huge, Maskcot head andevery single thing that we do, whether...

...or not it be a billboard around town, a direct mail piece or a television ad or even signage, on the lot. Everythingis based around the creative. That says we heighten Ford where the boss saysyes, and we have branded that so well thatwe can't even take that Maskcot down to a football game anymore, because thekids just are all over him hes. You know giving example he's got afacebook page, look him up. LF, boss, LF underscore boss, he's got over fivehundred friends and he's a maskcup. So you know, I would say the firstthing to help a dealir would be make sure your store has a very solidpersonality. You know who you are you're instantly recognizable from inany medium and then a secondary message would bewhat is the offer and on a lot of dealers, put the offer before thepersonality and think you really got to put the personality before the offer think about Tracy Myers, you know andthink about. You know, look up. Tracy Myers, my good friend my partner andunfavored advantage. Mastermind Group look anything up with him about frank,Myer's automax. He put the personality before the offer and they are absolutely killing it down.There fact all right so the offer what what comesafter the offer it ow consistency right. So if you havea really strong personality as a store ie LE heightene forward, when the bosssays yes, that's the personality, then might be the offer. You know the offercould be one week. You know we aske the boss, you know hey boss. Are you reallygoing to prove almost everyone this week? Yes, you know so he says yeah. Soit's consistent with our message. In our theme, you know, Hey Bos, so youreally delivering two thousand and fourteen fourt Fus and for only ninetynine a month this month. Yes, so he's always saying what our personality was,we worke the offers into the personality and then were extremelyconsistent. We haven't gone away from it and we won't you know, because thatyou confuse people, you guys will get you guys laugh about this, and I know Itend to rake abl a little bit because I get so passionate about this. Thank for,let me talk about it, but you know think about this. How manytimes have you had a dealer say? Well what we did last weekend. We didn'thave any traffic. We got to change it up that crap's not working anymore, andyou know I see a lot of dealers. You know that first problem was they're,spread too thin, they're all over the place and thead budgets. Just you knowvery dicy and then the second biggest problem that they have is theyre notconsistent. They haven't developed that personality and which case is theproblem to begin with, and the second problem is that that you know everyother month, they sound different to the consumer and that's confusing andthey'll never get a foolthold in the market. If they're going to sounddifferent, every nonth, they're, not they're, not giving themselves enoughtime to track measure analyze and improve they're, just king of show,banding and and the UNTHE unfair thing not to use that no pun intended there.But the unfair thing to that deal really into any advertiser is if youdidn't, if you do a really strong by, I don't care what media is, but let's useradio as an example. I'll have dealers say well how long before we see resultsI'll, say one week. If you don't see results in one week fished upon the fiethat we put together, they may not like the cost, even butthey're, going to get results out of it. They're going to get our rely when youdo the right formula by and you get enough reach and you get enoughfrequency and you have a very strong, compelling message that will provideresults immediately. It doesn't need to ramp up. You know and that's whatdealers you know are missing because they get the buy wrong. Then they getto creative wrong. You know how many dealers do you think we, our own radio,studio here which, by the ways where I'm sitting right now, because you guyssaid to be quiet, but you know how many dealers, you thinkyou know they buy a radio flight from the pretty girl that brought him inbrownies and she's, been in seven times...

...and, like you know what she gave us adeal. They're GOIN NA give us a remote. It's only twenty five hundred buks.Let's try that one radio station and see if that works, and so they do thistwenty five hundreddollar by and I don't want to spend any more money. Sothey have the radio station doe the creative and then Michael. You can tellme for the most part I O. I don't want to tell every radio station that thecreate is bad, but it's not high end crazily. You know well written andhighly produced material like what we use. Hey Man, foknow. You know what I'mcomfortable under the bus, so I will say that I have never really heard goodcreative on the radio, so where do they get from aradiated than if their adagencies not delivering it? How can the you know what I mean we're going alittle bit longer, but that's what I want. What can you? How can you assistthem with you K, w internally and organically, maybe them creating thatcreative? You know Latut what can help them in spot? Where can they getinspired for that? Well, you know what I don't list any of our spots online tobe. You know I W L. I wish I could say, Hey, go to you, know my dealof WorldComand play a couple radio spots. There might be a few there, but we keep a lotof our stuff tight to our chest because it's we're really proud of it. Wesearche the country over for the right voice. Town and then we have a guyinternally, that's a really unbelievably good mixer, not to mentionI write every single one of our spots, so I know that the spot has thepersonality that we need. We didn't miss anything from the consistencystandpoint. You know we're driving traffic with the hooks and the drivers,and it's so there's a lot that goes into producing a really highly producedpot. I would say this: If anybody wants to hear what I would consider a veryhighly produced pot. Michael, I love your opinion on it. You know just emailme of Truy. This is the easiest one troy spring and tr Oy SPR ing, TroySpring at maccom, maccom, just email me there and I'll. Send you a couple ofspots that we do female voice, a male voice, a couple of things that we doyou know. Let me know what you think of the quality of the production. Also,the last thing to go with that is, you know it's got to be played over andover and over again you got to have the reachon. You got to have the pre allright. One more thing: What about in writing copy, because I know thisrunlay, but I want to get them. You know some good takoms hat that I thinkare very important, Han dealers. You know anybody listening that that thisis something t at that they're dealing with what about in just creative. I men itacross the board just like coming up with the message and like what kind ofyou know, what's the recipe, fine, whether it's a good just whether it'swritten or I know when I know delivered, visual and and a you know on radio isdifferent, but so for a male or, for example, I mean: What's the what makesit compelling well again, WITL I'll go back to theoffer and it depends upon the store but theree. There are two basic offersright now that work and every dealer is going to say everybody's doing it, sothey try to do something else and again. I know we are a little bit longthanks guys again for having me but trade hooks and credit hooks. If it IDNOT, every store should do credit hoops, but trade hooks treda hooks arestronger than even a payment ook, because nobody really believes they canget a canery for twenty niners a month. I've seen those ads all over the placeright now and nobody really believes it, but they want to believe so desperatelythat their car is so nice that somebody's going to give him fiveThosan dollars more than it's worth mor the abook right and then, if you're, ifyou know, if you are a Kia, a Hunda, a chebvy store or something, and youdon't mind being in the subprime market, there are ways to to put it a selfprime message withoutbecoming a rat house right. Nobody wants to become the rat house, but youcan put verbige inside your spots. That basically say look you know this week,we're making credit offers to almost everyone that doesn't say you know goodcredit, bad credit. We don't care. BANKKRUPTSTY divorce come down, ABCvoders will sayto you knowgood Sosell,...

...message that says hey this week, we'remaking credit offers to almost everyone, and we say it with a certain. You KnowPanash, you know in our sprots and also in the mailors yeah awesome. I make sense. That would bewhat I would say. Thank you so much troy man, th t, that's a wealth ofinformation dealers. Listening to this. Thank you so much for the time enclosing h. How do we get a hold ofyou? How do dealers get a hold of you and where can they connect with you yeah? They could email me again at troyspring at maccom, that's that' simple, or they could troy spring at my DealoWorldCom, my cell number, I'm going to throw it outthere what the heck six tenfive, seven: Zero! THREE ZERO! Two two! That's a direct line to my phone, a D.I give that ouc o travel a lot. Our office number is eight, eight, nine, ohfour, nine, nine, nine four and I'm all over the place. soldial media Robert.You know that yeah, you know faces not Mor tofi, everybody, no, so you'rewilling to so, as you said before, preshow so you're telling me that thatanybody that wants to go a little bit deeper because again we went on long.You have a lot of information show and I mean I really appreciate it. But isthere your open that just answer any questions and you know that go overtalk about what they're doing now etcea with anybody correcty Yeah stowt outthere? If anybody wants me just to look at their ad budget and give them a freeanalysis of what they're doing in a couple of tweeks, you know look I'd, behappy to help anybody so low, no worries. Thank you, troy man. You hearthat guys, sthat, that I appreciate that all right, I am Donesen Ot, sendme a spot. Send me a radio spot, a television spot, a drect mail piecethat you did and I'll pratique it I'll tell you what was good and what was bad,all right, guys, his emails and all this information will be in the shownotes at the dealer playbookcom. So you can get it there already everybod I'llknow about you guys, but I'm out of here done all right. Thank you. ThankYo, your like wow guys was that not incredible troyspring I mean there's no disputing his passion and his level of expertise whenit comes to advertising your dealership and helping dealers achieve the nextlevel of success driving tons of traffic. I don't know about you, but Iwas just blown away by how much knowledge o an e has hi topic. What oneof those twice as smart guys, you know, he's street smart and then he went toschool, smart type because he's in the dealership. You know he has interest inthat level of the industry and then boom he's on the the the owns andadvertising agency. Basically, F: FULLOF full service. You knowadvertising agency, it's great yeah. It was incredible so and he's written a book Turbo ChargeYour Life, which will include in the show notes. We didn't get to talk tohim about that. But that thing is also incredible and just further shows youknow his level of passion. So don't forget to check out the show notes, buther rober guys check out pepelar pobookcoms check out all the previousepisodes subscribe. If you have not yet, if you see any value in this we'dappreciate, it helps us a lot when we're just starting out like we are,and you know please feed back. We encourage all of it good and badbecause look we're just you know winging this. You know we're notproofessional broadcasters or anything we're just in love with this industryand in love with podcasting. So you know good or bad. Your feedback isvalued more than more than you know so until next time. Thank you so much forgiving us the time today and we'll talk soon. Leyou dol get you later.

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