Francis Mariela Communications
Francis Mariela Communications
Crown Automotive Group Adds 25 Awards to Growing List of Accolades
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Caldwell & Kerr Advertising |
Bilingual Business & Communications Professional
Francis Mariela Communications
Francis Mariela Communications
Pre-Roll: 5 Surefire Ways To Know That You’re Still Doing it Wrong!
It’s been almost 2 years since I made this promotional video impersonating President Donald Trump for my Digital Dealers session, Pre-Roll: You’re Doing It Wrong.
I took time this week to look back at my notes from this presentation and found that many of the core principles I went over sill hold true.
Algorithms may have changed, some trends may have changed, but some of the most important things that I stressed at that convention I will once again stress now.
If you’re still not running video on YouTube, Facebook or any type of online video platform because you don’t know what to run due to the additional production costs.
The worst thing you can be doing with video right now is not running any at all. While yes, each platform requires different formatting, and the audience consumes media differently on YouTube then on Facebook, it is still very important to be in front of your potential and current customers. Serving up a strong brand and retail message, even if it is, at a minimum, just your current TV spot is essential to strengthening your dealership’s presence in the marketplace. This practice also works to increase the reach and frequency of your TV buy.
If you’re not running TV at all due to production costs, the proper pre-roll targeting will help make the most of your current TV spots. This will help give your current TV spots a longer shelf life and spread out your costs over 3 months.
However, with all of this being said, I still recommend using custom creative for each online video outlet, if you do have access to a larger budget. Online video pre-roll that is customized to include real people, lifestyle activity, or animation can boost your completed view rate by a minimum of 20%.
If you think it’s still too expensive to run creative for your dealership.
Consider creative to be the new normal cost of business if you want to compete in this economy. 10 or maybe even 5 years ago you could get away with running generic ads but today the landscape for automotive advertising has changed drastically. You need creative to stand out.
If you’re still doing everything yourself and not measuring your results based on best practices for creative.
This ties in with my previous point. Doing everything yourself and not following the best practices for creative might save you a few dollars but at what cost? You are not really giving yourself an advantage by saving money if you are not really being effective with your own creative.
If you’re still judging automotive online video advertising like Pay-Per-Click.
While it’s delivered on a digital device, it’s consumed like traditional television. This is completely different than a pay-per-click strategy. You have to look at different metrics like completed views, viewability, brand lift, audience targetability and view-through conversions.
If you’re still not integrating your pre-roll strategy with your advertising campaign.
Your online pre-roll strategy should not run alone; it should be part of an integrated marketing effort. This should at a minimum include retargeting ads, paid search, social media marketing and email marketing. By integrating your pre-roll with these other types of digital collateral you will be able to amplify your efforts for more leads.
Bilingual Business & Communications Professional
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Francis Mariela Communications
Francis Mariela Communications
Automotive Executive Releases Highly Anticipated Sequel To Thriller With Digital Version To Follow
Following the successful release of his first book, author and automotive executive Ralph H. Perkins recently published the second installment of his series Treatment with the Kindle version scheduled to debut on Thursday, October 13th.
Cape Coral, FL (PRWEB) October 11, 2016
Treatment Revisited was released at the beginning of the month via soft launch on Amazon.com. Its author Ralph H. Perkins, a noted automotive advertising and marketing executive, also plans to release the new book in digital format through Kindle on Thursday, October 13.
"Compared to the previous book in the series, the undertones in this one are less angry. Treatment: Revisted was particularly fun for me because I was able to cross personal boundaries to really develop Kevin's character and portray him as a convincing conniving party boy," he commented when asked about his new release.
Both books in the Treatment series were originally written as screenplays on flights between Miami and California. Although he was offered a movie deal to turn his first book into a comic book style animated film, he declined because it didn't fit his vision of a live action movie.
"The end of the book I'm releasing now (Treatment: Revisited) was actually written before the first book was ever published. Working backwards helped me envision a future and storyline for my characters and in a way, a future for myself since I wrote it during a very difficult time in my life," said Perkins. "Now that I'm in a much better place, seeing the evolution of my work and writing is very exciting and satisfying to me," he added.
Ralph H. Perkins has worked in the automotive business for over two decades, building his expertise in auto sales and marketing. He found inspiration for the Treatment series on flights between Miami and California during the tail-end of his 9-year term as VP of Sales & Marketing at a US top 20 automotive dealer group.
Now a Chief Operating Officer at a large dealership group in Hawaii, Perkins continues his passion of writing, often using his personal life as inspiration for his popular short stories and screenplays.
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Francis Mariela Communications
Francis Mariela Communications
Automotive Advertising Agency Drives Local Support For Upcoming Charity Golf Tournament
In an effort to drive additional interest in this year's Help Fore Hannah Charity Golf Tournament, Moore & Scarry Advertising recently produced a video promoting the upcoming event taking place Sunday, September 25th at the Westminster Golf Club in Lehigh Acres, FL. The automotive advertising agency also contributed footage to a local PSA highlighting the charity event.
CAPE CORAL, FL (PRWEB) SEPTEMBER 22, 2016
The 8th Annual Help Fore Hannah Charity Golf Tournament will take place Sunday, September 25 starting at 8:30 am at the Westminster Golf Club located at 2199 Berkley Way, Lehigh Acres, FL.
In an effort to spread the charity's message, Moore & Scarry Advertising recently produced a video promoting the upcoming event.
"We feel very fortunate to be able to help promote such a great cause," commented Jacquie Miller, VP and GM of Moore & Scarry Advertising. "Our goal with this video was to help drive additional support for the event and the charity overall," she said when asked about the agency's involvement in the charity.
The automotive advertising agency also provided footage for a local PSA that has been running in the Fort Myers zone since September 10th and will continue to run until the event on Sunday.
The charity golf tournament, now in its 8th year, is largely supported by Manheim, an automotive auction house that works with other local leaders like the Sheriffs Office to cover costs with the goal of ensuring that the charity receives one hundred percent of all proceeds.
"Once you meet the family and you get to know her and you realize this could have happened to anyone, it makes you realize how blessed you are and what you can really do to make a difference,” Tom Hammer, GM at Manheim commented. “It’s always a great day when I can help shift the focus on spending quality time with their daughter rather than dealing with so much of the financial burden,” he added.
Help Fore Hannah was founded by Lynn and Scott Grant following their 6-year old daughter Hannah’s traumatic brain injury – a direct result of a distracted driver running a red light at 55mph.
After seeing their lives changed forever, the Grants were determined to let people know just how much of an impact one mistake could have. They appear regularly at special events, press conferences and in television and newspaper interviews with their daughter Hannah to promote Stay Alive… Just Drive!
About Moore and Scarry Advertising
Founded in 2001, Moore & Scarry Advertising has grown to become the nation’s largest Tier-3 automotive advertising agency and one of the largest businesses in Southwest Florida.
Known as the “Original TraDigital Agency”, the award-winning agency currently represents more than 300 automobile dealers across the country, including dealer groups appearing in the Fortune 500 and Automotive News Top 125. The agency’s portfolio also includes two award-winning digital and social media subsidiaries: DyGen and Sparq.
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