I’m working real hard at teaching RV dealerships that buying media, using the old standard of demographic modeling, just might be flushing money down the toilet.
Lifestyle media buying has shown to be 30% more effective than demographic media buying.
Why are dealers slow to recognize the value? Thats easy, it’s the economy stupid!
When business is good everyone thinks they’re a marketing guru. Right?
It’s not until we get in a tough economy that many dealers and many advertising agencies realize they aren’t as smart as they thought they were.
Lifestyle Media buying is very new. I have been using it now for just two years. The results speak for itself.
Here is how it works:
- Your customer base is run through a lifestyle data base that matches each household with one of 62 lifestyles represented in the United States.
Matches are made of clones in your market area. You’ll discover a small number of lifestyles represent the majority of your business. For example, you may find that 12 lifestyles represents 80% of your business.
Next, the media habits of these households is analyzed using all available resources including diaries, surveys and media research from data available today.
- The end result is a report that shows the media habits by media, daypart, drive time, network, station etc. for your best prospects that look just like the people who have bought from you in the past. Lets face it,there are many 45 year olds who don’t look or act like your buyers.
If you’re buying with demographics you’re talking to every possible 45 year old in your market.
In today’s market you can’t afford to follow the old school buying patterns.
With less money available wouldn’t you like it to work 30% harder! Take the step you’ll be glad you did.
Think about it. Google it. It’s worth your time. Let me know what you find out.