Want To Sell Your Car – Don’t Advertise In The Gazette

Mr Monkey reckons it’s time car dealers moved away from their traditional dependence on local newspaper advertising and channelled more of their promotional spend on online and direct marketing campaigns.
Traditionally Friday’s Shield Gazette is devoted to the motor industry. There’s usually an ‘editorial’ about a new model of car based on the car company’s own press release. All the lazy bastards at the Gazette do is change a few words and add a headline.
They use this feature to con the motor trade into buying advertising whilst a few unsuspecting members of the public looking for a cars think they’re going to snaffle a bargain in Friday’s Gazette – what a con!
If you’re in the motor trade and regularly advertise in the Gazette and are wondering why you get a poor response; take a closer look at the findings of your own industry survey.
The Motor Trader Dealer Marketing Survey, sponsored by Experian polled the views of franchised and independent dealers, including car supermarkets, to see which marketing channels are working best for dealers. Seventy per cent of respondents said they had increased their online spend while 57 per cent had raised their direct mail spend.
Meanwhile 58 per cent had cut their print media marketing.
Annual spends on telesales and radio/television advertising remained unchanged for the majority of dealers.
The decline in importance of local newspaper advertising was further demonstrated when dealers were asked to judge which media offered the best value for money. Direct mail topped the list with 38 per cent of respondents, closely followed by online media at 36 per cent while print media and telesales were only favoured by 9 per cent. Radio and television were judged to be the worst value for money as they were both only favoured by 9 per cent of the respondents.
When it came to identifying which websites worked best for dealers Auto Trader stood head and shoulders above all the other sites as it was used by all the respondents. The second most popular site was Fish4Cars followed by Vcars.
Commenting on the survey Kirk Fletcher, managing director of Experian’s automotive division, said it highlighted a significant shift in dealer marketing. He also said, 
“The huge drop in local press advertising and increase in online activity highlighted by the survey shows that the automotive industry is now moving with the national trend in terms of their marketing techniques.”
So there you have it, newspaper advertising is the least effective form of advertising for the motor trade.
If you’re in the motor trade ask yourself why you’re wasting your hard earned money filling the pages of the Gazette whose readers can be measured in thousands (many of them can’t drive), when for significantly less you can reach virtually every household in Britain?

10 Responses to “Want To Sell Your Car – Don’t Advertise In The Gazette”

  1. 1 Arthur Daley
    27/11/2008 at 10:50

    Am I right in thinking that a certain Independent councillor is in the motor trade? Surely when he reads this post he will be even more infuriated with The Gazette’s inability satisfy his needs – both politically and commercially!

  2. 2 Mr Monkey
    27/11/2008 at 11:55

    Give us a clue Arthur?

  3. 3 Arthur Daley
    27/11/2008 at 15:54

    I was going to give you a cryptic set of clues, but then again some of “Short and Curly’s” followers check out your site, so I’ll have to make it simple – I believe its Victor Thompson, he of Westoe Ward fame and well known inability to talk at full council meetings (I don’t think he has uttered one word in nearly two years).

    There is of course another purveyor of all things second hand and motorised who resides within the chamber – none other than Jeff Milburn, Tory for Cleadon and East Boldon. Would you buy anything used (and abused) from a colleague of David Potts? Imagine the description for a second hand Potts Shagging Wagon – back seats worn out, low mileage (prefers 1st class rail travel), body work in need of exercise, many women users, insurance and MOT up to May 2010 only.

  4. 4 Washington Irving
    27/11/2008 at 16:09

    Very witty Arthur – and a long time since we have seen Mr Pott’s name in print. What is he up to Mr Monkey?

    I see he has added a comment to Curly’s post on his dodgy picture episode.

    “Its downright silly”.

    Oh Tory Boy, you do have a way with words. What did you do after you scribed these words of anger and protest – ruffle your cravat, stamp your foot and generally bemoan the work shy fopness of the working classes?

    I understand that a couple of names on the BNP membership list have in the past been seen in the company of the Boldon Boot Boy, particularly a gentleman who resides in Cleadon itself.

    Question: What is the more vulgar of the two – being seen with a BNP member, or being seen with David Potts?

    Answer: They’re both equally abhorrent.

  5. 5 Meh
    27/11/2008 at 19:22

    Well done for your part in losing people their jobs. You know you’ll go to jail when you’re eventually discovered to be behind this blog, don’t you?

    27/11/2008 at 19:29


  7. 7 Washington Irving
    27/11/2008 at 23:08

    Re the rantings of “Short and Curly” highlighted above – has he the legal balls to “name and shame”? Of course he doesn’t – he has no scrotum!

    What is this “distinct pattern that has been seen on other blogs (long since deceased) in these parts”.

    Come on Rigg – reveal all – and lets see how quickly you end up in court and the (national) papers. You might be the mouth piece of Herr Potts, but not even you would be so brash as to follow his orders.

    I wonder what has triggered Graham’s verbal dithering?

    Could it be the reference to the sexual nature of his posts?

    Could it be the reference to the sexual nature of his pictures?

    Could it be the reference to his “arrest” for taking suspect pictures?

    Could it be the fact that posts on this blog have become more politically far reaching?

    Or could it be the fact that he has had his position usurped by you, Mr Monkey, as SOUTH TYNESIDE’S PREMIER BLOGGER?

    I for one, suspect the latter.

    If Rigg has any other notions, then perhaps he should come clean and reveal his full thoughts.

    He won’t – as with the BRENDA scenario, he is a coward!

    I suspect Mr Monkey, in view of your previous posts, that you as the author of this blog couldn’t particularly give a s**t what happens either way.

    Frankly, neither could I!

    Nobody will go to jail because of this blog, because nobody has the moral or political tenacity to challenge its views. Why? Because the truth always outs!

  8. 8 Toys R Us
    28/11/2008 at 09:52

    What a fucking baby that fat cunt Graham Rigg is. He can’t get his own way so he’s chucked his toys out of his pram and is busy stamping his feet as I write this. I pity Mrs Rigg, she deserves a medal for putting up with this moody bastard.

  9. 9 Andrew
    01/12/2008 at 13:00

    Would it not be more accurate to say that print media is *perceived to be* the least effective media? Just because dealers are moving en masse toward direct mail does not mean it’s more effective – it’s one of the least cost effective means to advertise in most cases. What your entire post really says is that dealers are moving away from print advertising. What you’re trying to pretend it says is that print isn’t effective. If you want to prove print isn’t effective, these aren’t the studies that would do that. Please try again. Thanks!

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