Outrageous Ads Sell Cars for NJ Dealer
Here’s your marketing question of the day: How do automobile dealers differentiate themselves?
Excluding more rural geographic areas, there are usually multiple dealers selling the same auto brand within a 30-minute to 1-hour driving radius. This lets consumers shop for the lowest price.
So what can a dealer do beyond talking about the nebulous better service benefit?
Former NFL star and Super Bowl winner Brad Benson has an answer. It’s clever and powerful advertising.
Benson is the owner of NJ-based Brad Benson Auto Group, which sells the Hyundai and Mitsubishi brands. Being a former Garden State resident, I remember Benson’s unique advertising style, which leverages current events, politics and celebrity actions to create memorable, attention-getting radio ads. He sometimes runs traditional television commercials as well.
I was reminded of Benson because he recently made national news with a radio ad that offered Florida Pastor Terry Jones a new car if he stopped his Quran burning plan. Listen to the spot, which is part of Benson’s International Idiot Award series.