Branding through traditional media has always felt like a catch-22—required for business success, but with so much wasted spend. Personalized commercial opportunities now available for digital branding change the numbers so you can be more efficient, get in front of the right audience, and deliver better messages.
I’m not cheap. I’m just not interested in wasting money.
For too long, branding budgets have felt bloated. When I talk to auto dealers who spend $50k, $60k, $100k a month on some combination of TV, radio, print, and billboards for their branding, I wonder if it’s money well spent.
Don’t get me wrong: Branding is the lifeblood of our clients, especially in auto. But due to the limitations inherent in traditional channels, you are forced to go broad and pay for all the eyes in the market. And with that comes so much wasted spend on audiences who aren’t interested in buying cars.
For years that voice of efficiency in my mind has wondered, “Is it really worth it? Surely there’s a way for businesses to get more for their money.”
Finally, there’s a better option.
Partially because consumers are cutting the cord in record numbers and partially due to some changes in how Google is using data, digital branding is now a functioning reality for businesses. And more than just being cheaper, it’s better.
With digital branding, you no longer pay for the eyes of all America or everyone in your market. Instead, you pay for access to only those potential buyers who are actively looking to buy a car. And, you know more about them, right down to the type or make of the car they want to buy.