Effective targeted marketing and value for money for local Motor Dealers!
Fresh Radio offers motor dealers unique targeting opportunities, enabling you to reach decision makers and decision influencers whilst they are listening in-car - people are more "car-minded" when they are in the car and research shows that recall is higher when people are engaged in a relevant activity. Why use radio:
- Maintaining brand presence in a highly competitive market is crucial to motor brands - radio can extend the life of other media campaigns and produce a media-multiplier effect when used alongside TV and press
- Visual media such as TV, press and outdoor are highly cluttered environments for this sector - radio enables brands to achieve cut-through and a much higher share of voice than other media allow
- Radio reaches out-of-market consumers, ensuring that a wider audience are exposed in detail to the brand message - people will listen to radio ads for products they would not ordinary read about
Fresh Radio will help build brand affinity with consumers via station values, making listeners feel that what they hear is aimed at people like them. This is valuable for you as a motor dealer seeking to identify with consumers - for example, a car advertised on Fresh Radio will feel more like "my kind of car" for a Fresh Radio listener.
Reach people ‘out-of-market'
The increasing requirement to win new customers from other car dealers means that communication not only has to differentiate but it has to be more persuasive in the face of high customer loyalty. This requires brands to be able to speak to people who consider themselves to be ‘out-of-market'. Radio elapses in real time, and listeners have to sit through as the ad runs its course, meaning that radio listeners are obliged to deal with messages from advertisers regardless of whether they are interested in buying the product.
As the chart demonstrates, this means that radio is good at ensuring the wider audience are exposed in detail to the brand message even though they are outside the core group of responders. Whilst this is also true of TV and cinema, neither of these media are able to communicate with people in-car.
Build Brand Values by linking with The Fresh Brand Values
Fresh Radio listeners feel that their station is aimed at people like them - they feel very close to the station. It is also a very powerful and respected local media. Implicit within this is the assumption that brands advertised on the station are purchased and consumed by ‘people like me'. This effect is not available in media like TV or posters. Sponsorship opportunities are available which align your brand with our station, reinforcing the fact that the motor brand is ‘the one for me'
Develop Brand Attitude
The car manufacturers that are traditionally viewed as the best examples of marketing success are those that have invested heavily in communicating their brand attitude in addition to product specifics. Attitude is something that comes over particularly strongly on radio - listeners are sensitive to ‘the way the ads come over'.
Build non-visual Brand Values
Radio offers an effective way to communicate the exhilaration of the driving experience at a particularly relevant time encouraging the listener to think the experience rather than just see it. Fresh Radio's ability to reach drivers in-car means it's great for communicating other non-visual car brand values such as reliability, safety, performance, status, quality and value - all highly relevant in ensuring competitive differentiation.
The Creative - tell people more things, more clearly!
Detail of a model's product specification is often used to illustrate its competitive advantage for advertising purposes. However, this can sometimes lead to information-rich ads that communicate more about the amount of information available, rather than what the information is. Fresh Radio is therefore particularly useful for communicating a selection of brand-linked messages via separate commercials - ideal in an information heavy category such as motors. Use sonic brand triggers to ‘link' your messages (a simple, catchy sound effect or jingle) - aside from waking up the listener it associates all your messages together - coupled with a SBT, one message per ad is very powerful!
