Our DASH Conference here in Detroit is just 8 days away, and the radio industry is rapidly becoming more aware of the challenge, importance, and opportunity of connecting with local car dealerships.
At DASH, we have several great panels that address this automotive conundrum, where dollars are being allocated by both the auto manufacturers and the heads of these local car dealerships in markets like yours. But beyond the revenue issue, there’s this ongoing challenge that relates to the simple matter of dealership presence.
As we pointed out in a post earlier in the month, Pandora has a plan for dealership dominance. And they are working it hard. At DASH, Pandora’s VP of Automotive Business Development, Geoff Snyder, will show his cards. Joined by General Motors’ Kevin Squibb, Geoff will give DASH attendees a look at the investment that Pandora is making in winning the dealership wars, something that is of critical importance to everyone in radio.
But their efforts hit home for me two week ago when Jelli’s Mike Dougherty sent us this photo of something he saw while visiting a Bay Area car dealership. In the showroom, he spotted this on the desk of one of their car salespeople:
Remember when radio invested serious money in bumper stickers and even refrigerator magnets? They were all designed to provide that sneaky sort of visibility. Over time, if you saw a station logo enough, it was reinforced your decision to listen, to fill their name in on your Arbitron diary, or it simply made you aware of a brand that you were starting to see just about everywhere.
It’s called marketing. And it is based on the belief that from small things, big things one day come. Pandora has been making that bet for years – from its commitment to mobile and dashboards. And now dealerships.
Whether it’s the people selling you cars or the those who train you to use them (and often, that’s the same person), implanting that Pandora logo is an investment in awareness and ultimately, ubiquity. After interviewing many of these showroom employees, we have become believers they talk about brands they see the most. And out of sight is, in fact, out of mind.
When they’re doing that dashboard walk-through, which brands are they talking about? And which are being left by the wayside?
The radio industry can meet the challenge. But it has to recognize and understand it first.
Join us at DASH and learn what car manufacturers, marketers, and dealers are thinking. And what you can do to support your operation, your owners and/or stockholders, and your career. There’s a lot to be said for becoming the automotive expert in your company.
DASH will make you smarter. The agenda and registration info are here.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
- Radio + Thanksgiving = Gratitude - November 27, 2024
- Is It Quittin’ Time For SiriusXM? - November 26, 2024
- Radio, It Oughta Be A Crime - November 25, 2024
Leave a Reply