When dealers think aboutadvertising, most think about display ads in the local newspaper. While theseare effective, they are expensive in both dollars and time. But what aboutgoing in a different direction – classified ads?
Contrary to popular opinion,classified ads are well-read and responded to by people in all demographicranges – age, sex and income. And classified ads are inexpensive – usuallycharged by the word – and you can place them in a variety of sections. Plus youcan run them as often as you want.
Does the paper have asection for classic/antique cars? Good place for a classified about any antiquetires you offer. Separate sections for sports cars, light trucks and luxury cars?Another good place for an ad about your dealership. Even a used car sectioncould be mined for gold with ads offering tune-ups, oil/lube, brake work,alignments, new tires, etc.
Think about putting aclassified ad in the real estate section. People looking to move into your areaare good targets for future customers. Boats need trailers, another area for atire ad. RVs and campers certainly need service, as well. Hunting/outdoorssections are a great place to advertise off-road tires or any pre-seasonservice specials you might have.
Remember, though that you’recompeting for attention with similar looking ads. Some keys to a winningclassified ad:
• The best ads use thesimplest words. Write the ad to an eighth grade level, regardless of thepotential customer.
• Make your first few wordsbold and in all capital letters.
• And make them meaningfuland punchy. Instead of some bland statement like "New Tires," trysomething like "Hot New Rubber For Performance Cars."
• Tailor the ad to themarket segment you’re after. An ad in the sport cars section should addressperformance tires.
• Include a tangiblebenefit, like "Free Shuttle Service," "Convenient Hours" or"Free Tire Inspection." In fact, use the word "free"whenever you can.
• Include your company nameand address, and conclude with a call-to-action like "Call 555-5555 nowfor details!" or even offer a discount to the first 100 or 200 callerslike "10% Discount to First 100 Callers!"
• Avoid putting in prices,and don’t use contractions, odd abbreviations, or uncommon terms.
– Source: Tire ReviewBusiness Toolbox
