I’m not sure why it took so long for me to notice, but it finally occurred to me that the preponderance of dealership radio and television spots feature aggressive, excitable spokespeople ranting at 180 mph about the great deals available at their store. Each dealership seems to be trying to out-yell the next. It’s like all dealership spots are written by a roid-raging Dick Vitale.
Why is this the prevailing tone of dealership ads? Has anyone out there tried something different and been successful? Is this the prevailing tone simply because everyone’s afraid to do something different? Or is it truly the best and most surefire way to sell cars?
One of the prevailing tenets of marketing is to set yourself apart and find a voice and position that you can own. So is there anyone out there who is whispering and being effective? Anyone?
Marketing Strategist/Creative Consultant