Continuing to riff off of that classic PSA, “Dealers who use Radio, have children who use Radio.” Based on the responses to last month’s webinar, it’s clear we need to dive even deeper into radio, which consumes vast amounts of dealer advertising budgets yet produces less and less in return. In this era of rapid decline in terrestrial radio listenership, car dealers still account for $7 out of every $10 spent on radio advertising! Oftentimes, the same dealers that spend the most on radio have the weakest online presence.
With radio on the ropes in the time of COVID, join us to learn about effective methods for convincing your dealer that now is the time to scale back on radio and double down on more effective media. We will attack the issue from all sides, including the hardest ones to change — the generational and cultural reasons why stores continue to sacrifice higher-performing media solutions for lower-performing ones. Come to this webinar and learn how to frame and win the argument. (Hint: If you’ve been fighting to shift money from radio to digital “because digital performs better,” you will always lose!)
Primary Learning Objectives:
1. If you are a radio advertiser, tune in to hear how you may be hurting your sales.
2. If you aren’t advertising on radio, join us to learn how you can use other dealers’ radio ads to your benefit.
3. If it drives you crazy how much your dealership spends on radio, log in to hear ways to move those dollars over once and for all.
4. In many instances, radio still deserves a place in the lineup; learn how to properly include radio in your media mix.
Vice President, C-4 Analytics
Rob Stoesser brings a comprehensive knowledge of and sincere passion for the automotive industry to C-4 Analytics, where he serves as Vice President. Rob has explored and excelled in many facets of the automotive world for the better part of three decades, working directly with and for dealerships, vendors and manufacturers from around the world.