| "In-Car" Marketing is More
Effective The inside of the automobile can be one of the most effective
places to advertise. While consumers are blocking pop-ups, TiVoing through television
commercials and hanging up on telemarketers, they remain surprisingly open to a sales
pitch while they’re sitting behind the wheel.
A recent study found that nearly 30% of consumers said a billboard
or other roadside ad led them to visit a retail store within a week of seeing the pitch;
56% reported the same for a drive-time radio spot.
Experts cite two reasons "in-car marketing" works so
well. For one thing, during their morning and evening commutes, people tend to
be bored, so ads have less trouble hitting their marks. Also, when consumers are on their
way to work in the morning, they’re often pondering their to-do lists; on the way
home, they often stop to pick up what they need. So drive-time can be a window of
opportunity just before the consumer makes the call or the stop to purchase.
Of course, what you say in the ad will ultimately
determine whether you get your prospects’ attention and if they take action. The ad
should hit your customers’ "hot buttons" – the issues that are
important to them in making the decision to choose your company over the competition. To discover your prospects’ "hot buttons," call us at (818)
752-7210. We’ll conduct the research you need to create advertising that works!
Source: "Dude,
Where’s My Ad," Inc., April, 2004 |