Woody Folsom Used Trucks, Forget Internet marketing, many dealers still prefer traditional media


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Woody Folsom Used Trucks, Forget Internet marketing, many dealers still prefer traditional media-Woody Folsom knows what customers are visiting in South Georgia stores and is not the internet.”I don’t use Facebook,” says Folsom, who sold about 1,500 new Chevrolet and other GM vehicles last year, 1,200 new Ford and nearly 1,000 new Chrysler vehicles, due to radio advertising in Baxley, Georgia, with 4,400 inhabitants.

“I’m not sending my client’s photo on Facebook when I buy a $ 50,000 truck,” he says. “It’s not right, nobody does it.”As manufacturers and car dealers conduct online marketing in the digital age, there is still an unusual truth: many car dealers prefer traditional advertising: radio, television, direct mail, and sometimes ads on the page. in local newspapers. They love human touch. You are satisfied with the results. And like many automotive issues that are not always easy to explain, it feels good.

“I think I’m old-fashioned,” he admits. “And maybe someone tells me I’m not doing something new, but that’s good for me.” More retailers agree with Folsom than would be recognized by digital marketing providers. Although the industry is sinking into reality on the Internet, there is still a lot of money in the old media.

Borrell Associates has predicted, in the latest car advertising published at the end of 2014, that traders will spend more than $ 2.1 billion on advertising in 2015. This amount has declined significantly a few years ago when the number of full-time dealers’ ads was very strong on Saturday to allow customers to take a day off. In 2013, businesses spent $ 3.1 billion on advertising in a newspaper. Often in conversations when the media is digitized, it is the second largest advertising medium distributor. Despite what was said about the disappearance of local daily readers with iPhone in the United States, younger people who do more tasks turn to Instagram, Buzzfeed and Gawker to follow the world.

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Radio is growing
At the same time, the radio has grown as a commercial advertising tool since 2012 and the project is $ 641 million for $ 746 million. And despite the predictions that traditional TV stops when watching online shows, streaming videos on mobile phones and on-demand subscription formats such as Netflix, Hulu and YouTube were on the move, 1.3. According to Borrell.

It would be a loss of $ 1.6 billion in 2013, but it is not enough for anyone to declare television advertising from any obsolete one.

“I want to watch television,” says Vic Koenig, owner of Vic Koenig Chevrolet in Carbondale, Illinois. “He works for us and I work so that the Internet can’t provide.”

Koenig sells about 90 new and used vehicles a month. He says that radio and television will get most of their advertising budget to compete in their market, which is well-targeted to working families, students at the nearby University of South Illinois, and low-income populations.

“Many people here are not rich enough for satellite radio,” he says. “It is so hard for us to hit radio and television.”

“In fact, most of my market distributors are struggling for the same ads on local TV, so if you look here for 6 hours of news, you’ll get five or six different distributors, 15 minute ads.” ………

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