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Paul Potratz

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Exclusive Blog Posts

Morgan Auto Group Rises To Number 28 In Automotive News' Top 100 Dealer Group Used Sales Ranking

Morgan Auto Group Rises To Number 28 In Automotive News' Top 100 Dealer Group Used Sales Ranking

Morgan Auto Group moved up 25 spots in this year's "Top 100 Dealership Group Used-Vehicle Sales" supplement published by Automotive News. The…

Top 5 Luxury Cars for Any Type of Terrain

Top 5 Luxury Cars for Any Type of Terrain

Many automotive companies make luxury vehicles that can be driven on different terrain. If you like to take road trips to cities, forests, hiking trails, a…

My Dealership Story - Kristy Elliott

My Dealership Story - Kristy Elliott

Meet Kristy Elliott, the Dealer Operator at Sunshine Chevrolet and check out her dealership story. Learn how Kristy came from the non-profit world to …

Start With Why - David Mead at DrivingSales Presidents Club

Start With Why - David Mead at DrivingSales Presidents Club

DrivingSales was so excited to have David Mead as a keynote speaker during Presidents Club. David works at the Start With Why foundation with Simon Sinek, …

You Have a Position to Fill – Who Do You Hire?

You Have a Position to Fill – Who Do You Hire?

As much as you try to avoid employee churn, you’ll always need to hire someone. It might be to replace a staff who’s moved on in their care…

As Superbowl Spots Near, It's Time to Extend Your TV Conversation

As the Super Bowl draws near, the creativity of television campaigns are at its yearly high. In every workplace across America, Monday's water cooler talk will be dominated by the commercial spots that run during the nation's biggest event. Extending a brand's conversation past that :30 second TV spot is a big challenge that most dealerships and dealer groups struggle with when they decide to run a television campaign. Now more than ever, your dealership can utilize new media to provide an extended conversation with your demographic… and here's how.

Now, even though your dealership's television budget in all likelihood is not what E-Trade's or Budweiser's would be for the Superbowl, these tools can still help any dealership's ROI for their advertising flight dates.

A very simple and effective way to do this is to set up a personalize social media tool to monitor and engage your conversation. For example, during your commercial tag the end screen with a Twitter hash tag, Facebook page, or landing page URL where people can discuss the commercial or act upon a promotion. This could be contest driven as well, so consumers can act upon your message and carry it out through these social networks. Audi will be utilizing these Twitter hash tags during its Super Bowl spot so they can monitor and interact with consumers who are discussing their commercial and brand over Twitter's network.

Don't sweat it if your dealership does not have the proper staff in place to monitor Twitter search and hash tags properly. This can be something as simple as directing people to your website to answer a trivia question about your commercial or asking them to re-enact something funny through video or photo on your Facebook page. The opportunities are endless, and by providing conversation beyond your TV buy the return can be much more positive and impacting. The main point of doing this is to carry on conversation and brand awareness after your spot airs, and any way you do can so via online media can be beneficial.

So take a look this Sunday at the manufacturer's ads and see how this year (more than ever!), they are utilizing social media and online marketing to carry on their conversation and connect with car buyers on a more personal level. Then, implement this with your video spots. It's time to think outside the box and create promotions that can be driven through video or social media networks and allow your customers to interact. If your spots allow the consumers to be brand ambassadors for your dealership, your message will be carried further than any TV or radio campaign ever could.

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