If you are a local car dealership, there’s no doubt that your marketing plan should set aside a good percentage of the budget for promoting your business on traditional and proven mediums. Television, radio and print, if you’re not visible on them at least a few of our competitors are, and your market share could be slipping as a result. Television remains the pre-eminent medium to market your automotive dealership. After a dismal 2009, local automotive advertising is healthy, meaning network affiliates are celebrating.
But before you rush to get your name on the air, be sure to have a advertisement that is built on the foundation of a well crafted script; one that resonates with viewers and drives customers to your latest sale.
Here are our script writing tips for automotive advertising:
- Be direct and straight to the point: Remember, local television advertising is almost always offered in 15- to 30-second blocks. You don’t have a lot of time for fluff, so if you need to promote a year-end event or the arrival of a new vehicle that just hit your lot, it should be announced in the first five seconds. Determine a few of the most enticing features, and work with your automotive advertising firm to build a strong value proposition.
- Tell the truth: Don’t ever write a script that embellishes a sale or features of a vehicle. Be honest or you’ll have some upset prospects when they arrive at your dealership looking to buy. Word can spread fast that a dealership is making outrageous and bogus claims - the old "overpromise and underdeliver" fuss - and it's tough to do damage control on that.
- Don’t just speak, visualize: While radio limits you to just the spoken word (and I guess sound effects, too), television viewers actually see you and your dealership. Your script should be sharp, all while leveraging the opportunity to include visuals.
- Present your ad to others before airing it: It never hurts to get an outsider’s perspective. So before you scoop up some valuable and costly ad time, consult with others on your concept, first cut, or even final cut. As previously mentioned, 15- 30 seconds of air time is not much, so ensure that every word, every phrase, every sentence has meaning.
It all starts with the script. Advertising on television, or any medium for that matter, is costly and should be done to make money now, not just for brand awareness.