The months of May and June had strong sales numbers across the board for the retail automotive industry, and these results echo the success we saw leading up to the outbreak of the Coronavirus earlier this year. With these robust numbers, many dealers are turning their attention to bringing their marketing departments back to full-speed. Here to discuss the fluidity of today’s various marketing methods, is Scott Rodgers, Co-founder of Tier10, an award-winning advertising agency that specializes in the automotive industry.
In addition to concerns around the Coronavirus, there is now a Facebook advertising boycott that hundreds of companies are participating in. Largely, a political issue, this boycott was sparked by disagreements surrounding the ways in which Facebook vets, approves, and censors advertising content on its platform. Now the question for small tier-three dealers becomes – Do I still invest $20,000 a month into Facebook campaigns, or do I take that money elsewhere?
Another fluid situation that Scott tackles, is how dealers make decisions regarding their brand messaging during politically and socially turbulent times. In a recent article from Automotive News, Scott discusses why his agency decided to film two versions of the same commercial for their dealer and OEM clients; one with people wearing masks, and one without. At the end of the day, Scott believes that it is the agency’s responsibility to provide and level of authenticity to the particular brand’s message.
To hear more insight and advice from Scott, be sure to watch our full interview above.
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