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March 17, 2009


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Sorry, this won't help.

Creating great radio commercials for a product that stinks just kills it and the company, that much faster.

Paul Colley

I agree with Eric's thoughts. Back in January, the television station where I'm employed produced "PSAs" with about a dozen of our top local car dealers. We gave them the opportunity to reach their customers (at no cost) and make the case that this is indeed the perfect time to buy a car; inventories are attractive, there is plenty of money to lend, if you don't buy now you will wish you had a year from now, etc. This proved very powerful! They immediately started seeing activity and moving inventory. The station started to see results, as well. I'm not in sales, but I'm told that the dealers were somewhat skeptical of our motives at first (why are you giving us these PSAs?), but soon came to realize a couple of things. First,that advertising is still the key to reaching their customers. Plus they also were quite impressed that we were right there in the trenches with them, making it clear to them that their success is a priority with us (for obvious reasons). I salute Dick Orkin and others for producing similar spots (I understand NADA has some produced spots available, too). Make good use of these. Supplement them with your own locally produced spots, as well.

--Paul Colley
Roanoke, VA
[email protected]

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