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Monday, June 18, 2007
Mercedes-Benz and the Golden Rule of Advertising: Repetition
The fact that I'm annoyed by a decent commercial is not the point. The point here is that Mercedes has a commercial that I'm sure EVERYONE is familiar with. Why? Because of the repetition level. (Note: No joke, I just heard it for the second time since I started typing this post.) If they only ran it once or twice a day would anyone know about this commercial? Not likely. Would it be effective at driving home the point that there's a sale going on? Nope. Repetition in (most) advertising is necessary to make it effective.
The same is true with advertising your dealership website. Even though we explain the entire concept of websites to clients ahead of time, we've had some dealers who expect thousands of customers to come the day a website is launched. It takes time to build up some areas such as search engine rankings, and the dealers who have the most success use their site as one arm of a comprehensive marketing plan. This means advertising it, and doing so on a regular basis. If you use a full page ad in the local magazine, make sure your website is listed. Using a particular graphic or font to display the URL and keeping it the same each week will help build recognition. One of our dealers does a lot of radio spots, and they end their ads the same way each time - by repeating their website address twice.
So is it worth it to run your ad so frequently that you annoy some guy in Virginia who is involved with advertising? Probably....I am writing about it, aren't I?