Video! Dealers Drive Digital, SMS ROI, Be Likeable

Tue Sep 19, 2017

Courtney Huckabay


Hello there, and WELCOME to the September 2017 edition of Media SALES Monthly.


Analysts are predicting a DROP in new and used VEHICLES sales this year. Kelley Blue Book believes the final numbers will be slightly more than 17 million vehicles, DOWN from over 17.5 million LAST year. Local auto dealers are responding to the consumer pullback by BOOSTING ad spending. Analysts at Borrell Associates anticipate a 3.2% INCREASE in spending, with most or all going to DIGITAL. Well over HALF of dealer ad spending is NOW digital, as these numbers from Borrell show. And they predict the amount going to digital will increase EACH of the next five years, until it averages about 66 percent of dealership spending. If you’re selling to automotive dealers, ask them how THEIR media mix compares to the industry average. Then pitch your best rates and packages to HELP them increase market share in this competitive industry.


If your clients want to try something a little DIFFERENT, suggest a TEXT message campaign. Chris Camps, writing for ClickZ, argues that SMS marketing is under-utilized. Consumers are OPEN to opting in to receive text messages and statistics indicate they RESPOND to these campaigns. They’re most interested in receiving COUPONS or deals or PERSONAL ALERTS.  One of the top benefits of SMS marketing is its IMMEDIACY. For example, if your client runs a local bakery, he can promote a FREE COFFEE with a bagel purchase to the NEXT FIVE consumers who come into the store. You also can consider targeting specific DEMOGRAPHIC groups with text messages. MEN are more open than women to reading EVERY MESSAGE they receive. Not surprisingly, YOUNGER consumers comprise a more WELCOMING audience for this form of communication. Up to 97 percent of 18 to 29-year-olds are texting – while only 75 percent of 50 to 64-year-olds do. Given its high ENGAGEMENT and CLICK-through rates, it will be hard for your clients to say no to your SMS proposal.


It’s important for others to find you LIKEABLE. If you aren’t likable, there’s a GOOD chance that others won’t want to work with you. Harvey Deutschendorf in a Fast Company briefing has prepared a checklist of dos that will help.

Be ENTHUSIASTIC. Don’t be afraid to cut back some SERIOUSNESS and show a little WARMTH. Be NATURAL, make EYE contact and let loose a genuine SMILE.

Ask at least TWO OPEN-ended questions. It prevents a ONE-WAY conversation and will GUIDE the conversation. It will also reveal your INTEREST in the other person.

Give a COMPLIMENT. Show appreciation for SOMETHING about the person. Aren’t familiar enough with the person to THINK OF A COMPLIMENT? Ask a QUESTION or two that will CLUE you in.

Find something you share. Easily connect with others by focusing on a COMMONALITY. You can UNCOVER a shared belief or interest by OBSERVING what topics LIGHT THEM UP and get them talking.

So, the next time you find yourself in a networking situation, ENDEAR yourself to the other person. Make yourself MEMORABLE, INTERESTING, and, most importantly, LIKABLE.

That’s it for THIS edition of Media Sales Monthly. I’m Doug Lessells.

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About Courtney Huckabay

Courtney is the Editor for SalesFuel and AudienceSCAN. She is a graduate of Middle Tennessee State University.

View all posts by Courtney Huckabay