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Should I spend money on Newspaper Advertising 750 miles from my store location?

Question to the forum for advice. Looking at the social spectrum and I see the claims of companies such as Social Ups that have increased FB likes for some dealers to over 120k. That looks impressive, on paper.


The marketing pitch for most of these social fan drive companies is FB w/o fans is like the newspaper no-one reads.


But what if the only way to advertise in the newspaper is to advertise in a paper that is only read 750 miles away? Sure it gets lots of eyes, however it is not too effective for a local market, is it?


Makes me think - The majority of this type of FB strategy is massive gain in national or even global fans - no real concentrated focus on local. Sure, most tie in the need to be present at the dealership for a prize or drawing, but how effective is that really in the big picture of building dealership identity within the local community? Is this a quantity vs quality approach?


I'm not an expert, and don't claim to be, I just do not see the value in getting every joe schmoe to like your page no matter the relevance to what you can offer them or vise-versa.I should earn your like because you like my dealership or product, not because you want to goof off during work hours playing a video game. Not sure how I feel on the "like us, enter a giveaway" or "like us to get the hidden coupon" either. I will concede that both methods can and have worked, just not 100% that it is the best method to get real, genuine fans.


My FB strategy = make it Relevant (up to date), make it Entertaining (fun, engaging), make it Alert (listen to what is said or not said), but most importantly, make it Local (the focus should be local quality, not national quantity) or as I call it : R.E.A.L.


Does anyone have a different view or advice to my approach? Is the Social Ups method truly a good one? Do we need to entice customers to "like" us with giveaways or hidden offers?







Views: 275

Tags: Facebook, Fans, Gifts, Newspaper, Offers, Relevancy, Social, Ups


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Comment by Tom Gorham on August 20, 2011 at 4:38am
Personally, I love these kind of disagreements because it shows the passion that people have for their work.  This is a time of creative experimentation where we have to ask what our goals are for social media and how do we get there.  You may ask yourself, "Do I want collection or connection, or can I have both?"  Is this word-of-mouth advertising?  Should I expect a solid ROI or is this comparable to customer relations with a hard to measure ROI?  All of these questions are valid and will differ from person to person.  The time will come when people like Ralph and Jason will develop best practices that will be widely accepted.  Then we will look for fun in newer ideas!  Great arguments guys!
Comment by Jason Girdner on August 19, 2011 at 9:02pm

Ok, last comment.  Let me clear up my 18 hour day statement.  It was an exaggeration to express how much blood, sweat, and tears I have put into the company.


I don't want to get involved in pay-per-click campaigns.  I would agree that facebook PPC is better than Google PPC, but that is not our speciality.  We specialize in getting fans to a page and entertaining the audience to keep their attention for the lowest cost possible.

Comment by Ralph Paglia on August 19, 2011 at 8:57pm

Jason - My team enjoys a very productive relationship with Facebook, and a good part of what makes the relationship work is that we are willing to encourage our clients to invest in their advertising platform.  With the Facebook team's assistance, we have found that the FB advertising platform is in many cases more effective that Google PPC search advertising, especially in major metro markets where Google PPC has become extremely competitive. 


Facebook advertising allows such a high degree of customization, targeting and flexibility that i recommend you consider taking a closer look at it for both your company's benefit and your client's benefit.

Comment by Jason Girdner on August 19, 2011 at 8:52pm

Ralph, I approached you in a private message in facebook to avoid publicly asking what your intentions were.  You brought this into the public forum.  I really don't want to get into this battle at 8:50 on a Friday evening.  

You win, you are the facebook pay-per-click advertising king.  You keep doing your thing and we will keep doing ours.  Being able to talk a good game is much different then actually producing results.  The customers will eventually find their way to the results and away from the talkers.

Enjoy your weekend.

Comment by Ralph Paglia on August 19, 2011 at 8:48pm

Jason - Based on your Facebook Ad campaign's dismal performance, it looks like you guys don't know how to run an effective Facebook Advertising campaign... Other than that, congratulations on some spectacular statistics for the contest and giveaways portion of your strategy! 


I have used contests and giveaways, such as a prepaid lease on a new MINI, a VIP Racing Experience and other strategies that worked well in gathering data for marketing purposes and email campaigns.  When adding a viral application that gives contestants additional entries for sharing the contest, it seems like the sweepstakes approach gains more legs.

Comment by Jason Girdner on August 19, 2011 at 8:40pm

Here is the direct response to this blog post.  We have used facebook pay-per-click ads as well.  The most recent campaign we used a $500 budget and received 57 clicks and out of those clicks only 17 liked the dealership's page.  That is $29+ per "like" that was generated.  This seems to be the going cost of generating a "like" through a facebook pay-per-click campaign.


The dealer in question with 124,674k+ likes is Walker Toyota and since I have access to their insights I can provide accurate statistics. They have 121,045 who live in the United States.  60% of their fans are within 50 miles of their dealership.  With Dayton being their largest city.  Granted 40% are out of their market area, but that still leaves 70K+ within 50 miles of the dealership.  At $29 per like that would have costed the dealership $2,030,000 in pay-per-click advertising.  Shot even at Ralph's $1.75 plan that would have been $122,500.


In short, YES giveaways work.  They have been used for centuries in every other form of advertising why wouldn't they work for social media?  


Walker Toyota is just one example.  We have done this for countless other dealerships.  SocialUPs hasn't just done well with social media, we have Hit The Ball Out of the Park.

Comment by Ralph Paglia on August 19, 2011 at 8:34pm

Jason - I did not intend to call out SocialUps in any way and Matt references them as multiple companies "like" SocialUps, then again in the very last sentence of Matt's post, separated from the rest of it, he mentions SocialUps in a sort of "BTW, does anyone have any experience with them?" sort of way... I am not aware of any methodologies used by SocialUps and so did not choose to comment on that part of Matt's post.


However, if SocialUps handles social media communications for dealers in any way similar to the messages your company's owner sent me on Facebook, I certainly would not want them representing my dealership!


My recommendation would have been to properly represent what SocialUps DOES with a comment that included posts and maybe some PDF file attachments, or a video, or anything that demonstrates value propositions included in your company's services and solutions.


Attacking people who post comments that were not directed or intended for your company is not how i would recommend responding to criticism, real, perceived or otherwise.  Seems like paranoia to me.  Since your company's owner works 18 hours a day 7 days a week, maybe he ought to lay off the Red Bulls and get some rest!


Maybe you should try telling the ADM Community about what your company does that delivers some value to clients instead of going on the defensive.

Comment by Jason Girdner on August 19, 2011 at 8:16pm
@Ralph, Thank you for the clarification.  That "bad attitude" comment came from the owner of the company who puts 18 hours a day 7 days a week into SocialUPs.  I understand your comments never specifically said anything negative about SocialUPs.  You have to understand the confusion when post things like "why would you waste time and money with some scammer social media proposal until AFTER you have tried the right way?" on a blog that is asking questions about SocialUPs and our methodology.
Comment by Ralph Paglia on August 19, 2011 at 8:04pm

Based on a "bad attitude" message I received on Facebook, I would like to go on record stating that I have no experience or knowledge of any company called "SocialUps" and none of my comments have been specifically about the company, nor their practices.


I have never done any business with them and don't have a clue as to what they do, charge or who they are... However, I can attest to the fact that somebody who works there has elected to send me Facebook messages criticizing my response to this blog post instead of posting a comment or response to my comments made previously on this blog.

Comment by Matt Tucker on August 5, 2011 at 9:52am
True on both counts guys. Thanks for the great advice. Good stuff.

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