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, episodeseven with Troy Turbo Charge your life spring. Here we go. You're dialed intothe dealer playbook podcast, where it's all about winning out ter dealer strategiesthat deliver proven results. And now your hosts, Robert Weissman and Michael Cirillo. Well, hello, how's it going, everybody? This is Michael Cirillo andRobert Wiseman with the dealer playbook. What's going on, Robert? What'sup everybody? What's going down? Look, so, I mean we 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've beengetting. 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 in their carson 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't forget to leave us your feedback and visit our website, the dealer playbookcomand 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,I don't want to sit traditional advertising but, for lack of better words, traditionalmedia advertising, print, TV, radio. Troy spring is with ustoday. He's the founder of dealer world advertising. He's also, you know, has their 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 thought leader. He's also a part ofthe unfair advantage automotive mastermind group with Tracy Myers, which you guys should definitelycheck out, but just an all out fanatic when it comes to helping dealersreach higher levels of success through through their advertising efforts, and so I'm excitedto get into this episode with him today. Robert, you've you've been in touch. You've met Rob Troy on several occasions. What what can you tellus about him real quick? Troy, sharp man. He's a he reallyblew me away. What when I met him down at the mastermind and Charlotteand his thoughts and just you know, he really made me understand traditional medialot more and and how to use it properly, and that's what he's goingto do here today, guys. So with no if you less, youhave any objections, man, I'm ready to dive in and give let's doit. Let's jump in, enjoy it, guys, choice sprang. Okay,everybody, and we are back and, like I said, we are herewith it's become a friend of mine. Great, smart guy, like Isaid, Troy Spring. He's cofounder with Tracy Myers, who can catchon episode three of the one of my favorite gigs to go to. Theunfair automotive advantage mastermind group will goes down in Charlotte and I think there's atroy. Is there any openings left on that thing? Are you guys maxedout or what? No, no, you know what? We actually dohave some seat still available in June, as you well know. In casethey don't, this is a membership type of event. This is not atwenty group and it's not a conference. So you have it if they wantto apply and they want to check it out see what Tracy and I aredoing down there in Charlotte. It's www dot unfair advantage mastermindcom. Yeah,and it I was sorry, guys, to throw something in your face rightaway asking you for something. But this is, you know, yeah,you've been there and you love it there. So and with a limited amount ofseats, it's good to apply. It is, it is, it'sa great time and I mean you'll leave with some some you know, thingsyou can put in action right away, which, in fact, speaking ofthat is what we're going to accomplish for you today. So, anyway,Troy Spring, he is actually founder of dear little world, which is afull service advertising company, obviously for auto...

...dealers, and then also he hasprobably, as me and choice spoke a little bit pre show, you couldsay, he has probably the one of the person with this only Gig inthe world that probably has the the title that he has with a dealership.which what is that tight or what is your job there, troy? Well, I would call myself the part time manager. You know, three yearsago deal a world took on a consulting job of a store that was wasstruggling, only about eighteen miles away from my house. Make a long storyshort, it went incredibly well. The owner and I get along fantastic.He was absentee, so I just basically run the store part time. Iadvertising agencies a mile down the street. I'm a very, very fortunate man. Yeah, parttime manager. Guys, eat your hearts out, man.Never heard of that. Yeah, but I get a lot of that.So So, if I if you're putting all this together, the guy heowns an automotive business and average full service advertising agency and then he's also hashis hands in the front line in the dealer world and running a dealership,kind of like what Tracy Myers is doing. You know, he's playing both sides. You know, it's might actually, Robert, I think that might actuallybe one of the reasons tracy and I get along so well. Youknow, at the end of the day, it is fun to be on thevendor side and the dealer side. And not only is it fun but, you know, I find that it's really rewarding and it's helpful. Imean it just helps me see both sides and understand both sides, you know, better than most. Yeah, I can only manage it. So hereto get you guys to what we're here to talk about today, and especiallyfrom never meet and Troy in person and knowing much about like really what hehas going on, just being friends with him on Facebook, which I'm suremost of you are. I've met him down at the mastermind group, theunfair advantage and Charlotte and he spot spoke a lot and we all could.So it's a big conversation and they're like like we have here. And hemade some awesome points and showed a lot of great statistics on who me,I'm a big and meet Michael to were as digital nerdy as they come ontraditional marketing and advertising and it really opened me up, blew my mind andI've actually seen, you know, some great results from this from from friendsof mine. So Troy with traditional, traditional marketing today in the dealer youknow, like some of your dealer clients, I mean and and competitors, thatyou see where where auto dealership struggling. Why people saying that traditionals dead?Is it because they're not getting results or it's just what they think theyshould be saying or doing is going digital. Well, you know, I justspoke last week out in Colorado about this. In the point I'm aboutto make really resonated with the dealers I spoke to. Everything in digital isanalytics. You can track your vdps, you can track web hits, youcan track leads. You know, everything is just about metrics and analytics andbeing able to track things. And most of the people that are higher upin dealerships, general manager, sales managers, etc. You know, you kindof can. It's easy to get sucked into those metrics and at theend of the day, you know, you look at that and you say, you know, my celling more cars, and he answer probably is yes.But are there better ways, or are there other ways, on topof everything that you're doing digitally, that you should still be doing in thetraditional media world, that are going to bring you strong return on investment?And and to be frank, you know, I don't know that we should stillbe using those words digital and traditional. I mean it, they really justneed to blend together in one can play off the other. You know, I'm going to give you an example right now that might help us getthrough the rest of this interview. You know, everybody, everybody sort ofgo daddycom. You know that. I mean, think about the fact thatthat's one of the largest you know online. I mean that's a digital company,right, Robert, you know.

Right, Michael, you know,but but where did you hear of them? What do you hear about them.You heard about them on the Super Bowl, add on television. Thatwould have been my answer. Yeah, right, right. I mean that'swhere most people would say. Same thing with Monstercom, you know. Samething with autotrader. I mean that one really hits home in our industry.You know autotrader, you know, since they got rid of their their theirpaper publication and they're going really completely digital. What most people don't really think ofis how they advertise their digital medium and it's they increase their television spendridiculous amounts. So there's a lot of play, even on the third tierlevel from the auto dealers, to do the same thing the big boys aredoing. Go Daddy, Monster, autotrader, etc. Where they're they're using traditionalmedia to really push people to sites. And we can still do that.We can do it in tier one does it, tier two does itand even have the dealer level, tier three. It's a really incredibly goodstrategy that a lot of guys are missing out on. Well, and ifyou look at the I mean just the progression of Media and advertising from,you know, a hundred years ago, you find that people make room forI'll use it the last time in the interview. I think the quote unquote, traditional media, I mean radio, was supposed to kill feeder. TVwas supposed to kill the radio. Internet was supposed to kill at all.But what we write, what we find, is that people make room for themedia that they enjoy alongside the new media. And so I love whatyou're saying here because, I mean, it really resonates the fact that Idon't, I don't foresee a time when there won't be value in print,in TV, in radio, because we often find that it's when we consumeinformation from those sources that drives us to perhaps going online and moving into thedigital space. Yeah, no question. And the other thing to considered toois that, you know, a lot of times the delivery systems are justchanging, you know, ie pinned or or serious that right, radio.Right. A lot of dealers will say, well, radio is going away andso know, the delivery system just changed. You know, it's stillyou still got to write a very strong, compelling message of a radio spot withgreat creative in order to be on those mediums to make them work.Same thing would preroll. I mean preroll really is nothing more than a tellvision spot that's played before you watch something on the Internet, challenge pre roll. What is are you seeing good results in pre roll? You know,Robert, we don't really use it a lot. You know, it's notone of my favorite things to use, although I would say that it doeswork. Don't get me wrong. We're having really good luck with with cable, small cable networks in certain towns. We're having really good luck on radio, you know, from a from a digital standpoint, we don't really usea lot of preroll. And again, I'm sure there's a lot of peopleout there with it say they're having crazy good success with it. I don'tdoubt that. But we we typically will look at in a tool and wedesigned this thing, I you know, to to just go a little bitdeeper. We designed a tool here deal world called investigate, and what investigatedoes is allows us to put in every single metric of an ad. Howmany people is it going to reach? How frequently are they going to seethe spot? You know, how good is the creative? How much competitionare you up against, etc, etc. Etc. is about seventeen different thingsthat go into the formula and then the back end of the thing scoresit and tells us whether or not it's a goodbye. And a lot oftimes pre roll for us doesn't score very well and investigate because it's no frequency, you know, meaning that the customer sees that preroll spot and they seeit for five or six seconds. It's invasive. They didn't really want tosee it and they click out. You know, they keep the they clickeda skip button and you know, the chances of seeing that spot of secondtime we're pretty slim. Versus on cable, where we really playing a lot ofTV spots still, you know, it's not as invasive you used towatching television and seeing a commercial and in...

...ie we buy a lot of BigBang 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 overthe place by something that has a really good, you know, viewershipand just own it. I mean that baby. Yeah, yeah, sowhat happens is if you're watching Big Bang theory and you're watching the marathon,I want to be in every single one. So you see me one hour,two hour or three hour and then maybe tomorrow you see me again andthen maybe next week you see me again. Now there's a frequency of five.That's that's my point about pre roll. It's incredibly hard to get a frequencyof five on preroll, and so so that's you know, we again. I don't think it's a bad medium. I think it's a good medium andif the dealer's budget supports it, we would use it, but itwould not be our first choice. But it almost seems like no matter whatyou do, whether it's a good delivery method or not or maybe more effectivethan another delivery method, if your message sucks, then I mean you're kindof shooting yourself in the foot. Would you agree? Yeah, and youknow, here's the other issue, right, if you really dive deep into that, that's a good point. It's much easier on television to say,you know, the ninety nine dollar a month, zero death, you knowsome of these hooks that you've got to use. Yeah, dealers don't likeusing them, but at the end of the day they work. And soif you look at the delivery message of the delivery method on preroll, it'smore of an entertainment thing, right, so you're supposed to entertain somebody whenthey're in front of your computer screen versus you're still allowed to really sell themwhen they're in front of their television, right. So you you bring upa very good point of Michael and and you did as well. That killsthe creative I mean you can't really sell. It's more of a marketing and brandingaspect at that point, which can be which can be very effective,don't get me wrong, but it's, you know, the again, themessage can't be quite as strong on the computer because it's too invasive. Itmakes sense, and that's not in an online were used to a different typeof you know what I mean, marketing and ways to get our attention.Then commercials, you know, because we're so I think it's the way,as the end user, were so tuned into, you know, that's TV, you know, on the Internet we shouldn't have these commercials and things likethat. So I don't think. I mean they really don't have any influenceover me it or had any influence in any decisions I've made. I cantell you that and I'll tell you what else is that. You know,like I hear the pricing is pretty good and like they have to look almostwatch into the end if I open it up and then I kill it atthat five set. You know to me and everybody knows, that you're watchingyoutube video. It says you can skip ad and five, four, three, two, one, boom, we're all ski you know, for ifeverybody's sitting skip, I don't think you get billed. But nonetheless I agreewith you and that and I it makes perfect sense that good frequency on cabletelevision would bring good results. Well, yeah, there's the other thing youthat you just brought up. It isn't expensive. You know, you couldprobably buy let me just throw out a number. Thirty Five Tho views ofpreroll for a thousand bucks. So you know what, a dealer here's thirtyfive thousand views in thirty five thou plays for a thousand dollars and they getsucked in and they go you know what, that that's a lot of plays.Let's do that. It's only a thousand dollars and I'm getting thirty fivethou plays. The other thing to remember on preroll is it's one viewer perview. So you know, if you're watching Big Bang theory in the rightmarket, you might have nine hundred people watching that one commercial. You mighthave nine thousand people watching at one commercial right where. So you know they'relooking at a buy in schedule and the dealer goes, Oh, I'm onlybuying, you know, seven hundred spots for the month and it's costing xamount of dollars on this cable buy and where I can get pre roll thirtyfive thousand spots for a thousand bucks. You just have to be careful andthat's why, when we plugged it into our our tool, investigate. Theend of the day, you know you don't have any reach either. Eachplay is for one customer. So how...

...do you? How do you?You know, say I'm a dealership and I just want to get started.I say, okay, look, I need to get more exposure for mydealership. What's the process? I mean, what are things to consider for mydealership that helps me identify the best delivery method? Yeah, no problem. Let me tell you exactly how we do it. So, if wego into a store, first thing we do is we pull their ad budgetand we take a look at everything they're doing. And I think you guysare probably going to laugh. Most most dealers that are listening right now,a high percentage of them at least, are doing this. They add budgetis spread all over the place. They feel like, you know, I'vegot to do preroll because all my buddies are doing it, I've got todo I got to be at autotrader and I got to be on Carscom andI should be doing true car and it's so the whole bunch of that moneyis getting taken up digitally. Number One. Number two, I'm afraid to getaway from radio. So I got of TV and I should, Ishould sprinkle out some direct mail. And the problem is is that that wesee ninety percent of the time is that the dealers ad budget is spread waytoo thin. And, Robert, you've heard me say there's in Charlotte afew times. You know, they don't own anything, they've made no stampon any group of people, on anyone particular medium that gives them enough pulland enough pushed that their top of mind when somebody comes into market. Sothat step one is to take a look at that budget and see how spreadthen you are. And then a second step would be let's let's get ridof all the stuff that's not working and let's let's let's tone it down andget to the three or four things, or one thing sometimes, that weknow 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 to say traditional, might be the best play. There was a storeI ran back a few years ago that we spent fifty nine thousand dollars amonth on radio and most people would say we're out of our minds. Ididn't do any newspaper, I didn't do any television, but this took thatstore from one hundred and twenty five cars a month to two hundred and fifteencars a month and one month. Wow. It wasn't it wasn't a ramp upperiod. It wasn't a time where we said Hey, you know what, over time we might see results. You know, when you can owna medium and you have that great creative Michael, that you just talked about, you know if the creative sucks, it doesn't work. Well, ifit's great, it will work. So if you have awesome reach, youhave awesome frequency, you've got a great creative message, that Ad Budget,Michael, to answer your question might boil down from, you know, tendifferent items to three items where. Hey, we cut cars because that's not reallyworking. We kept auto trader, were getting rid of everything else andwe're just going to own radio. I mean, there's an example what adealer should do. And in a another step would be if they haven't mailedtheir database recently. We train our guys to ask this question to every singledealer, not not for our benefit but for the dealers benefit. When isthe last time you mailed your database? Not emailed that? You sent ahard copy, tangible piece of mail into their mail box that said we loveyou, we you know, we want your business, we don't want youto defect to another store. I mean, obviously the mail piece doesn't really saythat, but that's that's right. That's what it's written to say.Under underlying that's a context of the message, the context of the message with areal hard driver and a hook to bring them in, because there isthere is absolutely no better dollar spent for any dealer unless they're in an absolutemajor metro market. That that that it doesn't work for and there are afew exceptions to every rule. Right. But to answer your question, reallythe first thing I would do would be I would get back in the directmail business, because there is no other dollar spent that can provide that roin particular and about seventy percent of the...

...markets across the country. Awesome.So okay, and you know what you're you've basically answered my next question,which is I'm thinking it's a No. But you said a couple of things. You said what's the hook to bring them in? And you also,previous to that, mentioned newspaper and I mean I'm looking at newspaper ads thesedays and nothing's really changed. I feel like somehow we got caught in thistrap of, you know, putting twelve pictures of vehicles on the page withtheir price and, you know, a brief description. Are Tilt Cruise,lady driven or whatever. Is there any value in that? Is there enoughhook in that? Does that play a role in the the buyers path topurchase? That type of advertising? It's just picture price, picture price,picture price, twelve on a page. No Special Hook, no special message. Or are dealers wasting their money on that type of advertising? Well,newspaper is is a difficult medium right now, for sure. We've tested it acouple of different ways and we do hardly no newspaper. You know,one way we tested it was we had a dealer that was willing to giveaway a used car, about a twenty five hundred use car. We rantwo full page, full color adds in a very densely populated area. We'renot talking about a circulation of five thousand, we're talking, you know, ina neighborhood, of a hundred thousand circulation. And basically the ad didnothing but invite people into register to win a free car. And the contentionof that test was if they don't come into win a car, I doubtthey're reading the paper at all and will buy a car out of the paper. So we ran that add to full color, full page ads inviting peoplein to register to win a free car, and it didn't really play out well. Now, before I go any further, let me tell you abouta second test that we did, and it well. I shouldn't say wedid, we're in a process of doing right now. Robert, you're familiarwith that adds, our live correct adds, our lives, our new technology wherewe can actually without a Qr code. All. Should that. You showedit to me. That's Ye, that yeah, and the reason wedid it was to try to get to breathe some life into newspaper. Matterof fact, we're in negotiations and talks with the newspapers right now, youknow, outside of just the car business. But what does technology does is wecan hover the the mobile device, android or apple, over any pictureon any newspaper or magazine or direct mail piece, anything and literally tap thescreen and that picture can come alive with streaming video. Awesome. Yeah,so it. But here's yeah, right, so without a Qr Code. Andso here's the cool thing about that, Michael, that that allows us toreally dive in and test is that we can track how many scans thoseimages gets. So we can literally, hopefully within the next couple of months, give you, you know, legitimate analytics on newspaper and how many peopleread the ad and how many people stand it and which which page is better? Is Back Page really worth double or you know that kind of stuff.So so we're diving into newspaper a little bit more because I have a I'vean affinity for it. I'm really hate to see it go away. Butbut currently, right now, there's there's not a lot of place in anydealer's budget that we work with for newspaper and which you group magazines like theyou know, the little penny rags that you can pick up that are basicallythe same thing? Would you group those in the same category as newspaper whereit's just kind of a sixty page book, that it's nothing but picture price,picture price, page after page, if you can get the front pageor the back page and you can get the money, right, I don'tknow that those are a bad deal in certain markets. Okay, if you'rein a small market like Carbon County, you know where the Ford story isthat I run, we are currently in the in that publication. Cool,so, so basically, but the reason we are is because we get theback page. Okay, cool, it pretty premium spot. There's no sensein being in the middle of a hundred...

...pages right. So basically what itcomes down to is based on the dealership. Hey, what's your budget? What'sworking, what's not working? Get rid of that and then let's lookat some proven mediums. But as of right now you're basically saying, Hey, you know, we're making we're trying to make some waves here with newsprint, but if you're going to do anything print, get print in mailboxes. Essentially, is what you're saying yeah, and you know what,if you guys would like, I would love to have a little test withyou and see if you agree with me. Sometimes we'll sit in front of adeal or in will tell them, look, there is no better returnon your investment for your advertising dollars and direct mail, and I just shutup and it gets silent and I think you guys think this is funny.What do you think? They say? Of course, right, they startsaying, now we you can't prove that, and right, right, yeah,if you'd like me to, I'll share with you, guys, howwe prove it. Sure, super sale companies, when you think about asuper sale company, whether a deal or likes the super sale, doesn't likea super sale, has thoughts about them, doesn't doesn't matter. This is howwe prove it and that's how I track every I will track it untilI retire what the best medium is, as I'll watch and see how asuper sale company evolves and makes their money. Because when you're talking about a teamof ten guys that are traveling a thousand miles from their home and goingto pay their own way, pay their own gasps, their own travel,their own hotels, their own everything and they're paying for the advertising up frontthat they are they have to make their living off of for the rest ofthe week. I would tell you this that one hundred percent of the timeright now they use direct mail, not seventy percent, not sixty percent.So you know, there's some people that could challenge whether or not direct mailhas the strongest I rely. But show me a sale that just happened lastweek anywhere in a country that delivered fifty, sixty, seventy cars and did twoor three hundred thousand dollars in gross profit in five or six days.That was done on anything other than direct mail. that it doesn't exist.So when it cut, what forms of direct mail? Excuse me, guys, on how happened? What forms of direct mail are doing the best andat there has to be one. I know, like I've seen some supercreative stuff and then I see the same old like the key glued on tolike the full color mailer, you know, with, you know, the sameold, same old on it, which maybe that one still the thebullet, but is there any like thing new that is that is come upthat you've seen? Trends and direct mail or an each this classic staples thatthat are you seem to be doing the best basically. Yeah, good question. You know, 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 thegift in the Gimmick you know on it, either the key or, if you'refamiliar with the codecase, when you just pull out the little tab andthe blue number shows. And you know a lot of that is the factthat you've got three, four, five, six hundred people coming in that saidHey, I want a prize now. You know, oddly here I amon your podcast talking about that when my chapter in the unfair advantage bookwould with the Tracy Myers and Brian Pash was all about how to drive trafficwith no gifts, no gimmicks, no Gizmos, right, no, nokeys, none of those code cases, those kinds of things. So,you know, to answer your question directly, I would say you know, unfortunately, that gifting gimmickmail does work. I'm not a real big fan ofit, but it drives traffic and it converts. But there are ways todo it without. Number one is your database. If a dealer hasn't mailedas database and if anybody is in here, and then, I think we alreadysaid this and listening to this podcast, if you run a franchised store andyou have not mailed your database and six, seven, eight months oror longer, a surefire way to have a great weekend is to clean upthat database, run it through national change...

...of address, D duplicate the names, make sure you up with a clean list and then, I you know, Michael, we're going to go back to it again. Right make surethat you have a very strong creative piece that has a compelling reason to visitthe store. Make It time sensitive, it's urgent, it ends on Mondayand you will have traffic, your customers will respond and it'll be one ofthe best returns on investment that you'll get in and any advertisement that you cando. There's no better list than your current database in the year two thousandand fourteen. You're saying right. I'm telling you right now today, youand are you okaymnting this list, or is it just kind of a toplevel initiative like hey, get I don't know what the hook would be,but are you are you approaching the whole list, or are you saying outof 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 whatI'm getting at? No, absolutely. Yeah, sure, I personally ama fan of touching the entire database and I have some opposition that I'll sharewith you. I mean, I never say I'm completely right about everything,but I think if they bought a car from you, you know a lotof times I'll go back eighteen months or we're not wasting our money on somebodywho just barely bought a car and they've only made twelve payments. But youknow, we'll go back eighteen months and then we'll just mail everyone. Myfeeling again is that when we try to get too segmented, that it candilute the whole purpose, which is to communicate with that database. Now,from a strict return on investment standpoint, there are ways that you can goand what you know a gold digger program as as an example, if you'veheard of that. Yeah, you know where you can go and equity mineand you can say hey, this guy, I can send him a direct mailpiece, and this is pretty cool. Think about this. You're at homeand you're driving a two thousand and ten Camra, as an example,and you get a piece of direct mail and the mailbox says you can upgradeto a fourteen, lower your payment with no money down, and it's alllegitimate, factual data that has been pulled from the database, bounced off ofBlack Book, bounced through at least profit machine, and in all that datacan be on one direct mail piece. That's pretty strong and I'm an advocateof that. I think it works. I think it works well and itshould be done. But but you're saying, if you've been sit if a dealer'sgo in six or seven, would you say six, seven or eightmonths without sending quality, creative mail or just a mail piece to their database? That's going to drum them up some some immediate traffic and killer Oro.I right. Yeah, I shall. I believe that you just should.You should keep your current customers from defecting before you go after new customers.Okay, so to kind of like bring bring us out, because we don'twe you know, we appreciate everybody taking the time to tune into us andand for you, troy, doing this. But okay, so we went backto a lot of the creative and and the you know how important itis for the message to be compelling, to have good seats, cost toaction. Why don't? Why don't you take us out with you know whatneeds to be in there? What does that content need to consist of?What is going to get them the best results? That help the dealer kindof write their own message. Okay, yeah, I mean, look,I'll even go one step further and tell you that it really should go tothe brand. One of the things, absolutely. Yeah. Well, oneof the things that we do, and I think we do it really well, is we're able to take a store and give it a personality. Youknow that that Ford store that I told you about. It's not necessarily aboutthe message of ninety nine a month and zero down and, you know,good credit, bad credit, all that kind of jazz. It's really notabout that. What how we turned that store around so fast was we gaveit a personality. There was nobody in the front lines, you know,of those ads. We created a mascot. We call him the boss. Helooks like you know, he's wearing a suit jacket, he's got partedhair, he looked smart. He's wearing glasses, but he's got a big, huge mascot head and every single thing...

...that we do, whether or notto be a billboard around town, a direct mail piece or television ad oreven signage on a lot, everything is based around the creative that says Leeheightened forward, where the boss says yes, and we have branded that so wellthat we can't even take that mascot down to a football game anymore becausethe kids just are all over him. He's, you know, giving example, he's got a facebook page. Look him up, a L F boss, LF underscore boss. He's got over five hundred friends and he's a mascot. So you know, I would say the first thing to help a dealerwould be make sure your store has a very solid personality. You know whoyou are. You're instantly recognizable from in any medium. And then a secondarymessage would be what is the offer and on a lot of dealers put theoffer before the personality and I think you really got to put the personality beforethe offer. Think about Tracy Myers, you know, and think about youknow. Look up Tracy Myers, my good friend, my partner and unfairadvantage mastermind group. Look anything up with him about Frank Myer's automax. Heput the personality before the offer and they are absolutely killing it down there.Fact. All right, so the offer. What what comes after the offer?It consistency. Right. So if you have a really strong personality asa store ie Lee, heightened forward, where the boss says yes, that'sthe personality, then might be the offer. You know, the offer could beone week. You know, we ask the boss. You know,hey boss, are you really going to approve almost everyone this week? Yes, you know, so, he says. Yeah, so it's consistent with ourmessage in our theme. You know, hey boss, you really delivering twothousand and fourteen Ford Fuse and for only ninety nine dollars a month thismonth? Yes, so it's he's always saying what our personality he was.We work the offers into the personality and then we're extremely consistent. We haven'tgone away from it and we won't, you know, because that you confusepeople. You guys will get you. Guys will laugh about this and Iknow I tend to ramble a little bit because I get so passionate about this. Thanks for let me talk about it, but you know, think about this. How many times if you had a deal or say well, whatwe did last week and we don't have any traffic, we're going to changeit up. That craps not working anymore. And you know, I see alot of dealers. You know that first problem was there spread too thin. They're all over the place in the Ad Budgets just, you know,very dicey. And then the second biggest problem that they have is they're notconsistent. They haven't developed that personality, in which case is a problem tobegin with. And the second problem is that the you know, every othermonth they sound different to the consumer and that's confusing and they'll never get afoothold in the market if they're going to sound different every month. They're not. They're not giving themselves enough time to track, measure, analyze and didprove. They're just kind of show branding. And the UN the unfair thing,not to use that no pun intended there, but the unfair thing tothat deal really into any advertiser is if you didn't, if you do areally strong buy. I don't care what medium is, but let's use radioas an example. I'll have dealers say, well, how long before we seeresults? I'll say one week you don't see results in one week.Based upon the by that we put together. They may not like to cost even, but they're going to get results out of it. They're going toget our a lie. When you do the right formula by and you getenough reach and you get enough frequency and you have a very strong, compellingmessage, that will provide results immediately. It doesn't need to ramp up,you know, and that's what dealers, you know, are missing because theyget the buy wrong, then they get to create a wrong. You know, how many dealers do you think? We have our own radio studio here, which, by the ways, where I'm sitting right now, because youguys said to be quiet. But you know how many dealers you think?You know, they buy a radio flight from the pretty girl that brought himin brownies and she's been in seven times...

...and I'm like yeah, you knowwhat, she gave us a deal. They're going to give us a remote. It's only twenty five hundred bucks. Let's try that one radio station andsee if it works. And so they do this twenty five hundred dollar byand they don't want to spend any more money, so they have the radiostation do the creative and then, Michael, you can tell me. For themost part I don't. I don't want to tell every radio station thatthey create is bad, but it's not high end, crazily, you know, well written and highly produced material like what we use. Hey, man, you don't. You know what. I'm comfortable under the bus. SoI will say that I have never really heard good creative on the radio.So where do they get from a radiated and if they're ad agencies not deliver, and it will, how can the you know to mean we're going alittle bit longer, but that's what I want. What can you how canyou assist them with, you know, internally and organically, maybe them creatingthat creative, you know, like what can help them in spot? Wherecan they get inspired for that? Well, you know, I don't list anyof our spots online. To be you know, I I wish Icould say, Hey, go to you know, my deal of WorldCom andplay a couple radio spots. There might be a few there, but wekeep a lot of our stuff tight to our chest because it's we're really proudof it. We we searched the country over for the right voice talent,and then we have a guy internally. That's a really unbelievably good mixer.Not to mention I write every single one of our spots, so I knowthat the spot has the personality that we need. We didn't miss anything fromthe consistency standpoint. You know, we're driving traffic with the hooks and thedrivers and it's so there's a lot that goes into producing a really highly producedspot. I would say this if anybody wants to hear what I would considera very highly produced spot. Michael, I'd love your opinion on it.You know, just email me at troy, this is the easiest one, troyspring. It's try spring, troy spring at maccom. M Accom,just email me there and I'll send you a couple of spots that we do, female voice, a male voice, a couple of things that we do. You'll let me know what you think of the quality of the production.As the last thing to go with that is, you know, it's gotto be played over and over and over again. You got to have thereach and you got to have the free all right, one more thing.What about in writing copy? Because I know this runly, but I wantto get them. You know, some good take coms that that I thinkare very important. Than dealers, you know, anybody listening in that thatthis is something that that they're dealing with. What about in just creative, Imen it across the board, just like coming up with the message andlike what kind of you know, what's the recipe for it, whether it'sa good just whether it's written or I know when it I know delivered,visual and and odd. You know, on radio is different, but sofor a mail or for example. I mean what's the what makes it compelling? Well again, well, I'll go back to the offer and it dependsupon the store, but there are there are two basic offers right now thatwork and every dealer is going to say everybody's doing it, so they tryto do something else. And again, I know we are a little bitlong. Thanks guys again for having me. But Trade Hooks and credit hooks,if it in not every store should do credit hooks, but trade hookedcredit hooks are stronger than even a payment hook, because nobody really believes theycan get a Canray for twenty nine a month. I've seen those ads allover the place right now and nobody really believes it, but they want tobelieve. So desperately that their car is so nice that somebody's going to givehim five thousand dollars more than it's worth, more than Blue Book. Right.And then if you're, if, you know, if you are aKeya, a hund Ay, a Chevy store or something, and you don'tmind being in the subprime market, there are ways to put in a subprimemessage without becoming a rat house. Right, nobody wants to become the rat house. But you can put verbiage inside your spots that basically say look,you know, this week we're making credit offers to almost everyone. That doesn'tsay, you know, good credit, bad credit, we don't care.BANKRUPTCY, divorce, come down. ABC votors will say no, you know, good soft cell message that says hey,...

...this week we're making credit offers toalmost everyone, and we say it with a certain, you know,Pun ash, you know, in our in our spots and also in themailer's yeah, awesome and make so sense. De Troy, that would be thatwhat I would say. Thank you so much, troy man. That'sa wealth of information dealers listening to this. Thank you so much for the time. In closing, how do we get Ahold of you? How dodealers get ahold of you and where can they connect with you? Yeah,they could email me again at troy spring at maccom. That's that's simple.Or they could troy spring at my dealer WorldCom my cell number. I'm goingto throw it out there. What the heck? Six hundred and ten,five, seven zero, three hundred and two two. That's a direct lineto my phone. They give that out because I travel a lot. Ouroffice number is eight hundred and eighty eight, nine hundred and four, nine,nine, nine four, and I'm all over the place social media,Robert, you know that, you know face. He's not hard to find. Everybody not hard to find. So you're willing to so, as yousaid before pre show. So you're telling me that that anybody that wants togo a little bit deeper, because again, we went on long. You havea lot of information, troy, and I mean I really appreciate it, but is there Europen that just answer any questions and you know that goover, talk about what they're doing now, etc. With any buddy correct?Yeah, let's throw it out there. If anybody wants me just to lookat their ad budget and give them a free analysis of what they're doingin a couple of tweaks. You know. Look, I'd be happy to helpanybody, so no worries. Thank you, troy man. You hearthat Guy's that? I appreciate that. All right, I am done.Send me a spot, send me a radio spot, of television spot,a direct mail piece that you did, and I'll partake it. I'll tellyou what was good and what was bad. All right, guys, his emailsand all this information will be in the show notes at the dealer Playbookcomso you can get it. There are every but I'll know about you,guys. But I'm out of here. Done, I'm out. Thank you. Thank you, lady. Wow, guys, was that not incredible,Troye spring? I mean there's no disputing his passion and his level of expertisewhen it comes to advertising your dealership and helping dealers achieve the next level ofsuccess driving tons of traffic. I don't know about you, but I wasjust blown away by how much knowledge, well, I mean has the topic. What one of those twice as smart guys. You know, he's streetsmart and then he went the school smart type because he's in the dealership.You know he has interest in in that level of the industry and then boomhe's on the owns an advertising agency, basically full, full service, youknow, advertising agency. It's great. Yeah, it was incredible. Soand he's written a book Turbo Charge Your Life, which will include it inthe show notes. We didn't get to talk to him about that, butthat thing is also incredible and just further shows, you know, his levelof passion. So don't forget to check out the show notes. But yeah, Probert, guys, check out badular playbookcom's check out all the previous episodes. Subscribe if you have not yet. If you see any value in this, we'd appreciate it. Helps us a lot when we're just starting out likewe are. And you know, please feedback. We encourage all of it, good and bad, because look what we're just, you know, wingin this. You know, we're not professional broadcasters or anything. We're justin love with this industry and in love with podcasting. So you know,good or bad, your feedback is valued more than more than you know.So until next time, thank you so much for giving us the time todayand we'll talk soon. Pay You'd all get you later.

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