The Dealer Playbook
The Dealer Playbook

Episode 8 · 8 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 playbook podcast, where it's all about winning out ter dealer strategies that deliver proven results. And now your hosts, Robert Weissman and Michael Cirillo. Well, hello, how's it going, everybody? This is Michael Cirillo and Robert Wiseman with the dealer playbook. What's going on, Robert? What's up everybody? What's going down? Look, so, I mean we it's been, you know, not too long since we latched the dealer playbook on itunes and stitcher radio and I'm just so excited about the response that we've been 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 in their cars on their way to work. So I just wanted to quickly shout out everybody. 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 playbookcom and again, thank you so much. Real quick, just heading into today's episode, 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, traditional media advertising, print, TV, radio. Troy spring is with us today. 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 as being a vendor, which gives him a unique perspective from both sides of the fence. But Troy is an incredible thought leader. He's also a part of the unfair advantage automotive mastermind group with Tracy Myers, which you guys should definitely check out, but just an all out fanatic when it comes to helping dealers reach higher levels of success through through their advertising efforts, and so I'm excited to 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 tell us about him real quick? Troy, sharp man. He's a he really blew me away. What when I met him down at the mastermind and Charlotte and his thoughts and just you know, he really made me understand traditional media lot more and and how to use it properly, and that's what he's going to do here today, guys. So with no if you less, you have any objections, man, I'm ready to dive in and give let's do it. Let's jump in, enjoy it, guys, choice sprang. 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 I said, Troy Spring. He's cofounder with Tracy Myers, who can catch on episode three of the one of my favorite gigs to go to. The unfair automotive advantage mastermind group will goes down in Charlotte and I think there's a troy. Is there any openings left on that thing? Are you guys maxed out or what? No, no, you know what? We actually do have some seat still available in June, as you well know. In case they don't, this is a membership type of event. This is not a twenty group and it's not a conference. So you have it if they want to apply and they want to check it out see what Tracy and I are doing down there in Charlotte. It's www dot unfair advantage mastermindcom. Yeah, and it I was sorry, guys, to throw something in your face right away 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 of seats, it's good to apply. It is, it is, it's a great time and I mean you'll leave with some some you know, things you can put in action right away, which, in fact, speaking of that is what we're going to accomplish for you today. So, anyway, Troy Spring, he is actually founder of dear little world, which is a full service advertising company, obviously for auto...

...dealers, and then also he has probably, as me and choice spoke a little bit pre show, you could say, he has probably the one of the person with this only Gig in the 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 years ago deal a world took on a consulting job of a store that was was struggling, only about eighteen miles away from my house. Make a long story short, it went incredibly well. The owner and I get along fantastic. He was absentee, so I just basically run the store part time. I advertising 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 he owns an automotive business and average full service advertising agency and then he's also has his 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 actually be one of the reasons tracy and I get along so well. You know, at the end of the day, it is fun to be on the vendor 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. I mean it just helps me see both sides and understand both sides, you know, better than most. Yeah, I can only manage it. So here to get you guys to what we're here to talk about today, and especially from never meet and Troy in person and knowing much about like really what he has going on, just being friends with him on Facebook, which I'm sure most of you are. I've met him down at the mastermind group, the unfair 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 he made 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 on traditional marketing and advertising and it really opened me up, blew my mind and I've actually seen, you know, some great results from this from from friends of mine. So Troy with traditional, traditional marketing today in the dealer you know, like some of your dealer clients, I mean and and competitors, that you 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 they should be saying or doing is going digital. Well, you know, I just spoke last week out in Colorado about this. In the point I'm about to make really resonated with the dealers I spoke to. Everything in digital is analytics. You can track your vdps, you can track web hits, you can track leads. You know, everything is just about metrics and analytics and being able to track things. And most of the people that are higher up in dealerships, general manager, sales managers, etc. You know, you kind of can. It's easy to get sucked into those metrics and at the end 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 top of everything that you're doing digitally, that you should still be doing in the traditional 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 still be using those words digital and traditional. I mean it, they really just need 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 get through the rest of this interview. You know, everybody, everybody sort of go daddycom. You know that. I mean, think about the fact that that'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. That would have been my answer. Yeah, right, right. I mean that's where most people would say. Same thing with Monstercom, you know. Same thing with autotrader. I mean that one really hits home in our industry. You know autotrader, you know, since they got rid of their their their paper publication and they're going really completely digital. What most people don't really think of is how they advertise their digital medium and it's they increase their television spend ridiculous amounts. So there's a lot of play, even on the third tier level from the auto dealers, to do the same thing the big boys are doing. Go Daddy, Monster, autotrader, etc. Where they're they're using traditional media to really push people to sites. And we can still do that. We can do it in tier one does it, tier two does it and even have the dealer level, tier three. It's a really incredibly good strategy that a lot of guys are missing out on. Well, and if you 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 for I'll use it the last time in the interview. I think the quote unquote, traditional media, I mean radio, was supposed to kill feeder. TV was 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 the media that they enjoy alongside the new media. And so I love what 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, in radio, because we often find that it's when we consume information from those sources that drives us to perhaps going online and moving into the digital space. Yeah, no question. And the other thing to considered too is that, you know, a lot of times the delivery systems are just changing, you know, ie pinned or or serious that right, radio. Right. A lot of dealers will say, well, radio is going away and so know, the delivery system just changed. You know, it's still you still got to write a very strong, compelling message of a radio spot with great 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 tell vision 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 not one of my favorite things to use, although I would say that it does work. 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 use a lot of preroll. And again, I'm sure there's a lot of people out there with it say they're having crazy good success with it. I don't doubt that. But we we typically will look at in a tool and we designed this thing, I you know, to to just go a little bit deeper. We designed a tool here deal world called investigate, and what investigate does is allows us to put in every single metric of an ad. How many people is it going to reach? How frequently are they going to see the spot? You know, how good is the creative? How much competition are you up against, etc, etc. Etc. is about seventeen different things that go into the formula and then the back end of the thing scores it and tells us whether or not it's a goodbye. And a lot of times 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 see it for five or six seconds. It's invasive. They didn't really want to see it and they click out. You know, they keep the they clicked a skip button and you know, the chances of seeing that spot of second time we're pretty slim. Versus on cable, where we really playing a lot of TV spots still, you know, it's not as invasive you used to watching television and seeing a commercial 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 place by something that has a really good, you know, viewership and just own it. I mean that baby. Yeah, yeah, so what 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 and then 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 frequency of 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 and if the dealer's budget supports it, we would use it, but it would not be our first choice. But it almost seems like no matter what you do, whether it's a good delivery method or not or maybe more effective than another delivery method, if your message sucks, then I mean you're kind of shooting yourself in the foot. Would you agree? Yeah, and you know, 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 know some of these hooks that you've got to use. Yeah, dealers don't like using them, but at the end of the day they work. And so if you look at the delivery message of the delivery method on preroll, it's more of an entertainment thing, right, so you're supposed to entertain somebody when they're in front of your computer screen versus you're still allowed to really sell them when they're in front of their television, right. So you you bring up a very good point of Michael and and you did as well. That kills the creative I mean you can't really sell. It's more of a marketing and branding aspect at that point, which can be which 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 invasive. It makes sense, and that's not in an online were used to a different type of 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 like that. So I don't think. I mean they really don't have any influence over me it or had any influence in any decisions I've made. I can tell 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 almost watch into the end if I open it up and then I kill it at that five set. You know to me and everybody knows, that you're watching youtube video. It says you can skip ad and five, four, three, two, one, boom, we're all ski you know, for if everybody's sitting skip, I don't think you get billed. But nonetheless I agree with you and that and I it makes perfect sense that good frequency on cable television would bring good results. Well, yeah, there's the other thing you that you just brought up. It isn't expensive. You know, you could probably buy let me just throw out a number. Thirty Five Tho views of preroll for a thousand bucks. So you know what, a dealer here's thirty five thousand views in thirty five thou plays for a thousand dollars and they get sucked 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 five thou plays. The other thing to remember on preroll is it's one viewer per view. So you know, if you're watching Big Bang theory in the right market, you might have nine hundred people watching that one commercial. You might have nine thousand people watching at one commercial right where. So you know they're looking at a buy in schedule and the dealer goes, Oh, I'm only buying, you know, seven hundred spots for the month and it's costing x amount of dollars on this cable buy and where I can get pre roll thirty five thousand spots for a thousand bucks. You just have to be careful and that's why, when we plugged it into our our tool, investigate. The end of the day, you know you don't have any reach either. Each play 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 my dealership. What's the process? I mean, what are things to consider for my dealership that helps me identify the best delivery method? Yeah, no problem. Let me tell you exactly how we do it. So, if we go into a store, first thing we do is we pull their ad budget and we take a look at everything they're doing. And I think you guys are probably going to laugh. Most most dealers that are listening right now, a high percentage of them at least, are doing this. They add budget is spread all over the place. They feel like, you know, I've got to do preroll because all my buddies are doing it, I've got to do I got to be at autotrader and I got to be on Carscom and I should be doing true car and it's 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 I got of TV and I should, I should sprinkle out some direct mail. And the problem is is that that we see ninety percent of the time is that the dealers ad budget is spread way too thin. And, Robert, you've heard me say there's in Charlotte a few times. You know, they don't own anything, they've made no stamp on any group of people, on anyone particular medium that gives them enough pull and enough pushed that their top of mind when somebody comes into market. So that step one is to take a look at that budget and see how spread then you are. And then a second step would be let's let's get rid of all the stuff that's not working and let's let's let's tone it down and get to the three or four things, or one thing sometimes, that 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 to say traditional, might be the best play. There was a store I ran back a few years ago that we spent fifty nine thousand dollars a month on radio and most people would say we're out of our minds. I didn't do any newspaper, I didn't do any television, but this took that store from one hundred and twenty five cars a month to two hundred and fifteen cars a month and one month. Wow. It wasn't it wasn't a ramp up period. It wasn't a time where we said Hey, you know what, over time we might see results. You know, when you can own a medium and you have that great creative Michael, that you just talked about, you know if the creative sucks, it doesn't work. Well, if it's great, it will work. So if you have awesome reach, you have awesome frequency, you've got a great creative message, that Ad Budget, Michael, to answer your question might boil down from, you know, ten different items to three items where. Hey, we cut cars because that's not really working. We kept auto trader, were getting rid of everything else and we're just going to own radio. I mean, there's an example what a dealer should do. And in a another step would be if they haven't mailed their database recently. We train our guys to ask this question to every single dealer, not not for our benefit but for the dealers benefit. When is the last time you mailed your database? Not emailed that? You sent a hard copy, tangible piece of mail into their mail box that said we love you, we you know, we want your business, we don't want you to defect to another store. I mean, obviously the mail piece doesn't really say that, 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 a real hard driver and a hook to bring them in, because there is there is absolutely no better dollar spent for any dealer unless they're in an absolute major metro market. That that that it doesn't work for and there are a few exceptions to every rule. Right. But to answer your question, really the first thing I would do would be I would get back in the direct mail business, because there is no other dollar spent that can provide that ro in 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 these days and nothing's really changed. I feel like somehow we got caught in this trap of, you know, putting twelve pictures of vehicles on the page with their price and, you know, a brief description. Are Tilt Cruise, lady driven or whatever. Is there any value in that? Is there enough hook in that? Does that play a role in the the buyers path to purchase? 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 a couple 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 give away a used car, about a twenty five hundred use car. We ran two full page, full color adds in a very densely populated area. We're not talking about a circulation of five thousand, we're talking, you know, in a neighborhood, of a hundred thousand circulation. And basically the ad did nothing but invite people into register to win a free car. And the contention of that test was if they don't come into win a car, I doubt they'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 people in 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 about a second test that we did, and it well. I shouldn't say we did, we're in a process of doing right now. Robert, you're familiar with that adds, our live correct adds, our lives, our new technology where we can actually without a Qr code. All. Should that. You showed it to me. That's Ye, that yeah, and the reason we did it was to try to get to breathe some life into newspaper. Matter of fact, we're in negotiations and talks with the newspapers right now, you know, outside of just the car business. But what does technology does is we can hover the the mobile device, android or apple, over any picture on any newspaper or magazine or direct mail piece, anything and literally tap the screen and that picture can come alive with streaming video. Awesome. Yeah, so it. But here's yeah, right, so without a Qr Code. And so here's the cool thing about that, Michael, that that allows us to really dive in and test is that we can track how many scans those images gets. So we can literally, hopefully within the next couple of months, give you, you know, legitimate analytics on newspaper and how many people read 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've an affinity for it. I'm really hate to see it go away. But but currently, right now, there's there's not a lot of place in any dealer's budget that we work with for newspaper and which you group magazines like the you know, the little penny rags that you can pick up that are basically the same thing? Would you group those in the same category as newspaper where it'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 page or the back page and you can get the money, right, I don't know that those are a bad deal in certain markets. Okay, if you're in a small market like Carbon County, you know where the Ford story is that I run, we are currently in the in that publication. Cool, so, so basically, but the reason we are is because we get the back page. Okay, cool, it pretty premium spot. There's no sense in being in the middle of a hundred...

...pages right. So basically what it comes down 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 right now you're basically saying, Hey, you know, we're making we're trying to make some waves here with news print, but if you're going to do anything print, get print in mail boxes. Essentially, is what you're saying yeah, and you know what, if you guys would like, I would love to have a little test with you and see if you agree with me. Sometimes we'll sit in front of a deal or in will tell them, look, there is no better return on your investment for your advertising dollars and direct mail, and I just shut up and it gets silent and I think you guys think this is funny. What do you think? They say? Of course, right, they start saying, now we you can't prove that, and right, right, yeah, if you'd like me to, I'll share with you, guys, how we prove it. Sure, super sale companies, when you think about a super sale company, whether a deal or likes the super sale, doesn't like a super sale, has thoughts about them, doesn't doesn't matter. This is how we prove it and that's how I track every I will track it until I retire what the best medium is, as I'll watch and 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 thousand miles from their home and going to 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 front that they are they have to make their living off of for the rest of the week. I would tell you this that one hundred percent of the time right 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 mail has the strongest I rely. But show me a sale that just happened last week anywhere in a country that delivered fifty, sixty, seventy cars and did two or 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 and at 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 on to like the full color mailer, you know, with, you know, the same old, same old on it, which maybe that one still the the bullet, but is there any like thing new that is that is come up that you've seen? Trends and direct mail or an each this classic staples that that 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 the gift in the Gimmick you know on it, either the key or, if you're familiar with the codecase, when you just pull out the little tab and the blue number shows. And you know a lot of that is the fact that you've got three, four, five, six hundred people coming in that said Hey, I want a prize now. You know, oddly here I am on your podcast talking about that when my chapter in the unfair advantage book would with the Tracy Myers and Brian Pash was all about how to drive traffic 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 question directly, I would say you know, unfortunately, that gifting gimmickmail does work. I'm not a real big fan of it, but it drives traffic and it converts. But there are ways to do it without. Number one is your database. If a dealer hasn't mailed as database and if anybody is in here, and then, I think we already said this and listening to this podcast, if you run a franchised store and you have not mailed your database and six, seven, eight months or or longer, a surefire way to have a great weekend is to clean up that 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 sure that you have a very strong creative piece that has a compelling reason to visit the store. Make It time sensitive, it's urgent, it ends on Monday and you will have traffic, your customers will respond and it'll be one of the best returns on investment that you'll get in and any advertisement that you can do. There's no better list than your current database in the year two thousand and fourteen. You're saying right. I'm telling you right now today, you and are you okaymnting this list, or is it just kind of a top level 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 out of this list, I'm going to look at you know, who's a young family or who? Do you know what I mean? Do you know what I'm getting at? No, absolutely. Yeah, sure, I personally am a fan of touching the entire database and I have some opposition that I'll share with 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 lot of times I'll go back eighteen months or we're not wasting our money on somebody who just barely bought a car and they've only made twelve payments. But you know, we'll go back eighteen months and then we'll just mail everyone. My feeling again is that when we try to get too segmented, that it can dilute the whole purpose, which is to communicate with that database. Now, from a strict return on investment standpoint, there are ways that you can go and what you know a gold digger program as as an example, if you've heard of that. Yeah, you know where you can go and equity mine and you can say hey, this guy, I can send him a direct mail piece, and this is pretty cool. Think about this. You're at home and 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 upgrade to a fourteen, lower your payment with no money down, and it's all legitimate, factual data that has been pulled from the database, bounced off of Black Book, bounced through at least profit machine, and in all that data can be on one direct mail piece. That's pretty strong and I'm an advocate of that. I think it works. I think it works well and it should be done. But but you're saying, if you've been sit if a dealer's go in six or seven, would you say six, seven or eight months 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't we you know, we appreciate everybody taking the time to tune into us and and for you, troy, doing this. But okay, so we went back to a lot of the creative and and the you know how important it is for the message to be compelling, to have good seats, cost to action. Why don't? Why don't you take us out with you know what needs 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 kind of write their own message. Okay, yeah, I mean, look, I'll even go one step further and tell you that it really should go to the brand. One of the things, absolutely. Yeah. Well, one of 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. You know that that Ford store that I told you about. It's not necessarily about the message of ninety nine a month and zero down and, you know, good credit, bad credit, all that kind of jazz. It's really not about that. What how we turned that store around so fast was we gave it a personality. There was nobody in the front lines, you know, of those ads. We created a mascot. We call him the boss. He looks like you know, he's wearing a suit jacket, he's got parted hair, 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 not to be a billboard around town, a direct mail piece or television ad or even signage on a lot, everything is based around the creative that says Lee heightened forward, where the boss says yes, and we have branded that so well that we can't even take that mascot down to a football game anymore because the 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 dealer would be make sure your store has a very solid personality. You know who you are. You're instantly recognizable from in any medium. And then a secondary message would be what is the offer and on a lot of dealers put the offer before the personality and I think you really got to put the personality before the offer. Think about Tracy Myers, you know, and think about you know. Look up Tracy Myers, my good friend, my partner and unfair 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 comes after the offer? It consistency. Right. So if you have a really strong personality as a store ie Lee, heightened forward, where the boss says yes, that's the personality, then might be the offer. You know, the offer could be one 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 our message in our theme. You know, hey boss, you really delivering two thousand and fourteen Ford Fuse and for only ninety nine dollars a month this month? 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't gone away from it and we won't, you know, because that you confuse people. You guys will get you. Guys will laugh about this and I know 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, what we did last week and we don't have any traffic, we're going to change it up. That craps not working anymore. And you know, I see a lot 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 not consistent. They haven't developed that personality, in which case is a problem to begin with. And the second problem is that the you know, every other month they sound different to the consumer and that's confusing and they'll never get a foothold 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 did prove. 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 to that deal really into any advertiser is if you didn't, if you do a really strong buy. I don't care what medium is, but let's use radio as an example. I'll have dealers say, well, how long before we see results? 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 to get our a lie. When you do the right formula by and you get enough reach and you get enough frequency and you have a very strong, compelling message, that will provide results immediately. It doesn't need to ramp up, you know, and that's what dealers, you know, are missing because they get 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 you guys 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 him in brownies and she's been in seven times...

...and I'm like yeah, you know what, 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 and see if it works. And so they do this twenty five hundred dollar by and they don't want to spend any more money, so they have the radio station do the creative and then, Michael, you can tell me. For the most part I don't. I don't want to tell every radio station that they 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. So I 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 a little bit longer, but that's what I want. What can you how can you assist them with, you know, internally and organically, maybe them creating that creative, you know, like what can help them in spot? Where can they get inspired for that? Well, you know, I don't list any of our spots online. To be you know, I I wish I could say, Hey, go to you know, my deal of WorldCom and play a couple radio spots. There might be a few there, but we keep a lot of our stuff tight to our chest because it's we're really proud of 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 know that the spot has the personality that we need. We didn't miss anything from the consistency standpoint. 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 produced spot. I would say this if anybody wants to hear what I would consider a very highly produced spot. Michael, I'd love your opinion on it. You know, just email me at troy, this is the easiest one, troy spring. 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 got to be played over and over and over again. You got to have the reach and you got to have the free all right, one more thing. What about in writing copy? Because I know this runly, but I want to get them. You know, some good take coms that that I think are very important. Than dealers, you know, anybody listening in that that this is something that that they're dealing with. What about in just creative, I men it across the board, just like coming up with the message and like what kind of you know, what's the recipe for it, whether it's a 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 so for 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 depends upon the store, but there are there are two basic offers right now that work and every dealer is going to say everybody's doing it, so they try to do something else. And again, I know we are a little bit long. Thanks guys again for having me. But Trade Hooks and credit hooks, if it in not every store should do credit hooks, but trade hooked credit hooks are stronger than even a payment hook, because nobody really believes they can get a Canray for twenty nine a month. I've seen those ads all over the place right now and nobody really believes it, but they want to believe. So desperately that their car is so nice that somebody's going to give him five thousand dollars more than it's worth, more than Blue Book. Right. And then if you're, if, you know, if you are a Keya, a hund Ay, a Chevy store or something, and you don't mind being in the subprime market, there are ways to put in a subprime message 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't say, 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 to almost everyone, and we say it with a certain, you know, Pun ash, you know, in our in our spots and also in the mailer's yeah, awesome and make so sense. De Troy, that would be that what I would say. Thank you so much, troy man. That's a wealth of information dealers listening to this. Thank you so much for the time. In closing, how do we get Ahold of you? How do dealers 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 going to throw it out there. What the heck? Six hundred and ten, five, seven zero, three hundred and two two. That's a direct line to my phone. They give that out because I travel a lot. Our office 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 you said before pre show. So you're telling me that that anybody that wants to go a little bit deeper, because again, we went on long. You have a lot of information, troy, and I mean I really appreciate it, but is there Europen that just answer any questions and you know that go over, 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 look at their ad budget and give them a free analysis of what they're doing in a couple of tweaks. You know. Look, I'd be happy to help anybody, so no worries. Thank you, troy man. You hear that 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 tell you what was good and what was bad. All right, guys, his emails and all this information will be in the show notes at the dealer Playbookcom so 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 expertise when it comes to advertising your dealership and helping dealers achieve the next level of success driving tons of traffic. I don't know about you, but I was just blown away by how much knowledge, well, I mean has the topic. What one of those twice as smart guys. You know, he's street smart 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 boom he's on the owns an advertising agency, basically full, full service, you know, advertising agency. It's great. Yeah, it was incredible. So and he's written a book Turbo Charge Your Life, which will include it in the show notes. We didn't get to talk to him about that, but that thing is also incredible and just further shows, you know, his level of 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 like we are. And you know, please feedback. We encourage all of it, good and bad, because look what we're just, you know, wing in this. You know, we're not professional broadcasters or anything. We're just in 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 today and we'll talk soon. Pay You'd all get you later.

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