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From Dealer Marketing Magazine's recent issue...

Quality and value...two words that many people are focused on right now, no matter what their position on the business food chain, whether they're a consumer or a business owner. As we forge ahead through 2010, quality and value are two key messages you will want to convey in your marketing and advertising campaigns: not only from a product standpoint, but also from a service standpoint.

Think of all the business services you use to make your operation run smoothly--communications, customer management tools, the phone system, and so many others. Are they the best?

Do they deliver the quality and value that you expect?

Do they allow you to effectively talk to your audience?

Let's take your marketing and advertising communications as an example and look at the business services you deploy to deliver quality and value to your customers.

Quality leads to credibility:

A quality ad campaign is one that is appealing to, and resonates with, consumers. It should leave them with a favorable opinion of your business and a perception of credibility--a dealer they would want to buy a vehicle from. Quality advertising always includes an easy way for customers to get in touch with you. If you offer a local or toll-free numeric phone number, like 866-432-6897, it is going to be hard for people to remember. If you advertise with a vanity number, like 1-800-NEW-HYBRID, however, you make it easier for people to remember you when they want to call.

Make sure you work with a phone service and number provider that best fits your needs: a quality provider that offers flexibility with their services and delivers value.

Value drives response:

Value-added (along with quality) advertising campaigns generate a surge of consumer response and deliver leads. When a campaign brings customers into your dealership (with phone calls, web leads, or walk-ins) your ROI for the campaign improves, the cost-per-lead goes down, and the value of your advertising campaign, in relation to the business strategy goes up!

Also, the call data that your telecommunications provider delivers should be easy to access, understand, and manipulate for various reporting needs. Robust call data is valuable because it can show trends, including your busiest business hours and what campaigns are driving the most inquiries. Armed with this important data, you can plan staffing and marketing resources according to when you'll be busiest, where your leads are coming from and which marketing sources deliver the best ROI.

As part of your team, your service partners should help you deliver these key emotional and financial aspects--quality and value to your customers.

We realize it's not a new concept - tracking ad response rates, but we wanted to reiterate the power and level of knowledge that ad tracking, and specifically phone call tracking, brings to you and your business.

Imagine spending thousands on your ad campaigns with no way of measuring the results.  (Yes, a closed sale is a measurement, but you also need to measure in terms of leads generated.)  Knowing how many leads a campaign generates empowers you to make decisions on future ad campaigns and media buys.

Real-time tracking and recording features provide you with the knowledge you need to make strategic decisions when it comes to advertising campaigns; whether it be decisions on creative elements, your offer, the call to action, and the media outlets you advertise with.

With a call tracking service you can hone in on the fine details of who is calling your business, what their average household income is, their average home value, as well as when they are most likely to call your business.  How?  With detailed tracking reports that capture data on each incoming call.  Call tracking reports like:

• Addresses & Demographics will build your lead database.
• Zip Code Summary shows you the hot spots, where your callers are calling from; home, work.
• Repeat Callers Detail reveals who is calling you often, or more than once for information or to hire you.
• Missed Calls is a huge eye-opener for many businesses, they can monitor how many leads they are losing with a report like this.
• Hourly and Daily Call Summary reports show when your business lines are most active so you can determine the necessary staffing levels and monitor response to radio campaigns, TV ads, etc.
• Top Cities and Top Area Codes reports also drill down on where your callers are located.

With all of this data at your fingertips, you'll be able to more accurately plan out marketing and advertising campaigns, and get more return for your advertising investment.

Find more information about call tracking, call recording, and vanity toll-free numbers here.

MYTH: Good Vanity 800 Numbers Must be Expensive

If you (or your client) think they cannot afford a vanity 800 number - think again! No matter what the size, if your clients are not including a vanity 800 in their ad campaigns, then they're losing a significant portion of incoming leads - like 25-50%!

FACT: Custom 800 number costs are minimal compared to your clients' overall advertising budgets. In fact, a quality vanity 800 number is typically just 1% of a broadcast ad budget.

A vanity 800 number will increase the leads and sales from ad campaigns, providing a healthy advertising ROI.

Your clients can't afford NOT to have a Custom 800 (a.k.a. vanity 800) number. Don't take our word for it though. We work with businesses in many industries that experience more incoming calls and sales after they add one of our Custom 800 numbers to their ad campaign.

Here's what just one of our career college customers has to say about advertising with a Custom 800 number...

"I could not be happier with the response we get from our advertising. Using the vanity 800 number is an inexpensive way to increase the number of applications we process.  I would not give up 1-800-NEW-CAREER for anything."

A Custom Call-to-Action

Gienna Shaw, for HealthLeaders Media, May 7, 2008

Wouldn't it be cool if your hospital's phone number was so memorable that your customers--including referring physicians and patients--didn't even have to look it up? An academic medical center's heart care number could be (800) HEART SMART, for example. A community hospital that offers personalized care could have the number (800) ACH CARES. A hospital wanting to tout its overall superiority could use (800) TOP-HOSP.

In fact it's more than cool--it's a smart marketing tactic: Customized numbers used in the call-to-action in marketing efforts can increase response rates by 30-60%, says Laura Noonan, vice president of marketing at 800response, which rents out its collection of toll-free numbers to businesses by region. (Hospitals in different regions can share the same number--calls are automatically routed to the correct hospital based on the caller's area code.)

The reason it works: People quite simply remember words more easily than they do numbers. And, says Noonan, "It's all about the recall."

NextCare Urgent Care in Mesa, AZ, has two toll-free vanity numbers. The main number, (800) NEXTCARE, works for them because it is so easy to remember.

Another number, which they use as the call-to-action for a campaign they called "What's Next? NextCare," does more than improve recall, says Megan Lamy, regional manager of marketing and sales. The number, (877) WHATSNEXT, helps the organization track effectiveness of ad placements. For example, she can look at the call volume following a radio spot that airs during the morning drive and compare that to one that runs during the evening commute.

NextCare employs another form of customization, using a different URL for each print publication they advertise in. Then Lamy and her team looks at response data to decide where best to invest the organization's marketing dollars going forward.

Media advertising is expensive, Noonan says. If you're going to spend the money on it, you want to leave the audience with an easy-to-remember way to reach you when they need to, even if it's weeks or months later.

"It's really just good advertising practice," she says.

Having trouble fitting a word or phrase that's right for your organization into a 10-digit number? "It doesn't matter," Noonan says. "The phone will still ring if you dial the next number."

Background: Neat Feet and Elkins Retail Advertising have put together a unique advertising approach, bringing together multiple podiatry practices to share advertising costs, increase incoming leads, and reduce their cost-per-lead.

Client: 1-800-NEW-TOES Laser Centers
A collaboration of five podiatry centers, including Neat Feet, offers a new laser treatment for nail fungus. Locations are throughout the San Francisco Bay Area.

Elkins Retail Advertising
Elkins has 20 years of experience using vanity 800 numbers in their clients' advertising campaigns. The agency continually appears on the San Jose/Silicon Valley Business Journal list of the 25 largest agencies in Santa Clara County, CA.

Challenge: Neat Feet was looking for a way to advertise on radio stations with the largest reach in the Bay Area, but it was cost prohibitive.

Strategy: Join forces with other podiatry centers in surrounding markets to form "1-800-NEW-TOES Laser Centers", a group initiative. Develop a radio campaign and share advertising expenses and incoming leads among the five locations.

Results: With Neat Feet, Elkins pulled together four other podiatry centers in the Bay Area to collaborate on a radio campaign aimed at generating leads for each location. The radio spots run on the largest stations in the Bay Area and prominently feature the group's vanity number as the response tool.

Hunter Elkins has 20 years of experience recommending and using vanity 800 numbers in his clients' advertising campaigns.  "I've had success using vanity numbers in the past, and knew that this strategy of radio ads with 1-800-NEW-TOES would be successful for Neat Feet and the other centers," says Elkins.

"As a result of the radio campaign, each center now receives more incoming calls because the 1-800-NEW-TOES vanity number and the matching co-op company name are so easy to remember," says Elkins. The campaign drives listeners to call the vanity 800 number or visit the vanity URL, 800newtoes.com, which also lists the vanity number prominently on the splash page of the site. "The average close rate of incoming calls among the group is 55%," says Elkins, which is higher than the average conversion of Web visits.

"We use the tracking site to monitor the number of incoming calls and clicks they receive each week, and the resulting cost-per-lead. Call data is easily sorted by each location so we can keep a tight watch on the performance of our radio campaign, monitor the traffic to each center, and make adjustments to the campaign if necessary," says Elkins.

According to Elkins, "The collaboration would not have been possible without 1-800-NEW-TOES. The vanity number allowed us to brand the group with a unified name, share advertising costs, and generate more business for each center."

The Proof is in the Research!

Market research study shows that consumers have recall rates of vanity 800 numbers when they are used in advertising:

·         Advertisers can expect up to 84% improvement in consumer recall using a vanity 800 number in outdoor and print advertising vs. a numeric toll-free number.

·         Consumers are 9x more likely to recall vanity 800 numbers in broadcast ads vs. numeric toll-free numbers.

Television Advertising, Toll-free and Vanity Numbers:

·         82% of phone numbers in TV ads are toll-free.

·         64% of toll-free numbers used in TV advertising are vanity toll-free phone numbers.

Radio Advertising & Toll-free Numbers:

·         Radio ads featuring a vanity 800 number yield 58% more calls than an identical radio ad using a numeric toll-free.

·         Almost 60% of study subjects recall a vanity 800 number after hearing only one time.

Billboard Advertising, Toll-free and Vanity Numbers:

·         75% of the total toll-free numbers used on billboards are vanity toll-free numbers.

Remember these stats when you're developing your next advertising campaign!

Visit http://www.800response.com/vanity800numbers/studies for more research studies conducted on the effectiveness of vanity 800 numbers in advertising.

Summary:

Radio ad revenue pacings are picking up so rapidly that some forecasters are racing to keep up - while it appears others are just being left behind. Just as there were lots of downward revisions throughout 2009, we can probably expect upward revisions through 2010.

Last week's update by Barclays Capital analysts Anthony DiClemente and George Hawkey put them at the head of the pack, with a 2010 radio revenue gain of 7.4% forecast.  It was the second revision of their forecast, having gone into 2010 expecting yet another down year for the medium.

1. Awareness: A vanity 800 number will help foster awareness by enhancing the branding component of your ad campaigns. For example, using a number like 1-800-NEW-ROOF reinforces the type of services a roofing contractor provides, and will build awareness of the company over time if used consistently in advertising and promotions.

2. Consideration: Many consumers are more likely to consider a purchase from a company who offers a toll-free phone number, and a vanity one at that. Research studies show that 60% of respondents who are presented with the option of dialing a local phone number from the Yellow Pages, or a vanity 800 number, will choose the company who advertises the vanity 800 number.

3. Purchase Intent: Getting a prospect to call an easy-to-remember phone number brings you that much closer to having a solid conversation, and building a relationship.

4. Purchase: Strong relationships and a level of comfort are two major factors consumers take into account when they decide which business they want to purchase from.

5. Loyalty: With a branding vanity 800 number, your customers will easily remember how to contact you, and will call your business in the future when they need to re-purchase or schedule a service.

The Five Most Dangerous and Expensive Advertising Mistakes Dealers are Making in 2009 - By Bill Park of CBC Ads

Running a highly successful advertising program has never been more important for your dealership. Gone are the days when wasting fifty percent of the ad budget was a running joke, and not knowing which fifty percent was the punch line. Having a well-planned and executed advertising program is crucial--in fact these days it can make the difference between failure and survival.

Turning a profit in 2009 is proving to be harder and more complicated than ever. Owners face obstacles ranging from age-old challenges like finding and retaining good staff, to new and complex hurdles like maintaining floorplan financing and becoming Red Flag compliant. Even with a firm handle on those areas, no aspect of dealership management is more critical--and potentially treacherous--than advertising.

Tier III advertising always has been a tricky business. But for years, thousands of dealers have done a perfectly good job handling their own programs. Now, with the automotive world and the media world both turned inside out, more and more dealers are making the same critical advertising mistakes. With stakes this high, the mistakes couldn't come at a worse time--unless you're the competition!

How can dealers avoid such mistakes? Understanding them is the first step. Then planning a consistent strategy to avoid them is the next step. Enlisting the help of a top-flight ad agency also can be an enormous help--but be careful. Some agencies still promote self-serving interests of their own like overspending, so caveat emptor.

What follows is a list of the five most dangerous and expensive advertising mistakes dealers are making in 2009. If one or more of these situations applies to you, consider taking a long, hard look at your program--and work to change your ways. You'll be glad you did!

Mistake #1: My Customers Listen to THAT??
Do you really know your customers? Consider for a moment you may not know them quite as well as you think. Sure, you probably know dozens, if not hundreds of customers by name. But do you know their favorite radio and television stations? Do you know how many visited your website prior to purchase, or their favorite cable networks or their favorite sports? Do you know your dealership's number one vehicle purchased by women over 45 with household incomes below $75,000 who didn't consult a newspaper prior to purchase?

You're not alone if you don't have this information at your fingertips. But did you know you could easily have access this kind of data? Consider the enormous benefit of setting up a modest, in-house customer research program that would provide you with all the above information and more. Think about how valuable this information would be in deciding where to direct your precious advertising dollars. Is such a research program expensive? Not necessarily, and it's much more accurate than a dartboard.

With ad budgets tighter than ever--and with more than ever riding on every spending decision--it's imperative dealers know everything they can about their customers' demographic profiles and media habits. Imagine discovering where you're wasting that fifty percent of your ad budget... and where you're not.

Mistake #2: Never, Never, Never Give Up.
An alarming number of dealers these days are deciding their best approach to advertising right now is to shut it down completely. Bad idea! No matter what the state of the economy and no matter how slow your sales may be, giving up on your advertising is a deadly mistake. It's like not watering a plant and still hoping it grows.

The severe and lasting effects of advertising asphyxia on your dealership brand can take months to reverse--and you'll probably pay extra in the long run to buy back the mindshare you gave away for free. The most important aspect of any successful ad program is consistency. Notice how most successful dealers always seem to be 'out there' with their advertising? It's no accident. But when you break your consistency, it's like waving a white flag to the competition and saying, "Here, come take my customers--you can have 'em!"

Mistake #3: Online Overkill
Without a doubt, the Internet has revolutionized the way people buy cars. And without question, dealer websites and a growing number of online enterprises have forever changed the way cars and trucks are sold. What's alarming, however, are the growing number of dealers devoting most or all of their budgets to the Internet.

It's a mistake to view your website as advertising--because it's not. Instead, think of your website as your online sales arm--an electronic extension of your showroom--a portal for sales, service and financing. Traditional advertising is what drives traffic to your website--the same way it drives traditional foot traffic to your front door.

Similarly, online pay-per-click and search engine marketing programs are legitimate ways to increase your presence on search engines like Google and Yahoo, and online lead providers like Autobytel and Cars.com match buyers directly with your inventory (usually for a hefty price). But it's arguable that even these services aren't really advertising--as technically they're structural enhancements to your online sales arm.

Regardless, what's important to know is this: dealers who move their ad budgets '100% online' are essentially canceling their advertising. Moreover, such moves generally seem to be connected with a budget reduction--as if this maneuver can completely take the place of traditional advertising while saving fifty cents on the dollar. No matter what the motive, it's a dangerous and misguided move--like a major league baseball team deciding to put only catchers on the roster. If you're thinking about this measure, think twice!

Mistake #4: Media Missteps
Making a killing at the auction is one thing, but getting killed by your own media buy is something else.

Many dealers are at their best when wheeling and dealing, yet in no way does this ability automatically qualify them as good media buyers. Skilled media buyers are highly trained professionals who are worth their weight in gold when negotiating with media reps.

Why? Simply put, they regularly and routinely save clients thousands of dollars. They make media buys go further, they bring added value to the bottom line, and they put precious dollars back in clients' pockets. And the best buyers make it look easy.

Media buying, however, is anything but easy. More and more dealers have come to learn this the hard way. What's more unfortunate are the many dealers who continue to believe they're media buying magicians, when in fact the trick's on them.

Negotiating with the media is like walking through a minefield riddled with trade agreements, sponsorships, contracts and packages. One misstep can cost thousands of dollars--all the more reason to leave the media buying to a professional. Need one final good reason to hire a media buyer? You won't believe the time it saves you!

Mistake #5: Playing Favorites
Finally, it should go without saying that allowing personal factors to unduly influence advertising decisions is extremely ill-advised. Unfortunately, it's also quite common, and therefore bears mentioning here.

Think twice before devoting a big chunk of your ad budget to a particular radio or TV station simply because it's what you like. You or your sales staff may listen to Sports Talk all the time, but how often does your average customer? The answer just might be never!

Also, set strict, personal limits on accepting tickets, gifts and trips from the media. After all, why would you want to promote even the hint of a quid pro quo arrangement?

Be very careful becoming outspoken on political matters as there's no telling how many people you'll endear and how many you'll anger.

Should you be thinking about hiring a celebrity spokesperson, think twice, then a third time, then a fourth time. Then proceed with the utmost of caution. Even with a very popular athlete or entertainer, you must honestly consider the downside risks of associating this individual with your dealership. Remember, anybody can look pure as the driven snow today, then tomorrow have compromising pictures turn up on the Internet, become embroiled in a messy divorce, go through a lengthy drug trial, or get traded to your team's evil cross-state rival.

Bottom line, maintaining a creative, consistent and cost-effective dealer ad program is no small task. Yet having effective advertising month after month is absolutely essential. Avoiding these five mistakes will greatly improve your probability of success--and in 2009, success is the only good choice left.

--Bill Park is CBC Advertising's Senior Account Executive and a 17-year veteran of retail automotive advertising. CBC (www.cbcads.com) is a full-service ad agency working with dealers large and small throughout North America.