Autosignal | Thursday, April 3, 2014

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March Auto Sales Beat Projections as Buyers Return to Showrooms
Keywords: Autos-New Domestic | Autos-New Imported

Thanks to a largely unexpected surge near the end of the month, U.S. vehicle sales exceeded analysts' forecasts with a 6% sales gain for the month of March.

Overall, automakers sold nearly 1.54 million vehicles as the seasonally adjusted sales rate hit 16.4 million, 1.1 million higher than last March.

(Source: Automotive News, by David Phillips, 04/01/14)
The NAB Show: A Chance to Learn!

The Radio Advertising Bureau will present five revenue and growth oriented sales and marketing sessions at this year's NAB Show, to be held in Las Vegas April 5-10, 2014.

On Monday, April 7, from 2:00-3:00 PM, Concentrating on Core Radio Revenues will be offered. Digital and integrated media are important, but don’t let these new attractions allow your salespeople to take their eye off of your primary revenue opportunities.

For more information on the NAB Show, follow this link.

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Hispanic Consumers Favor Japanese Vehicle Brands
Keywords: Automotive | Hispanic Market

Who's doing the best job of appealing to Hispanic auto buyers? According to a new study from Univision and GfK, it's the Japanese brands.

The report states that Hispanics are driving 20% to 30% of the U.S. sales growth for Toyota, Nissan and Honda, and that Hispanics are 29% more likely than non-Hispanics to list Honda, Toyota or Nissan as their first choice.

(Source: Marketing Daily, by Karl Greenberg, 03/31/14)

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Ram Outsells Silverado to Claim No. 2 Spot Among Pickups
Keywords: Truck Dealers

Something happened in March that hasn't occurred in 15 years. For the first time since 1999, Ram outsold the Chevrolet Silverado to grab second place in monthly pickup sales.

(Source: Equipment World, by Wayne Grayson, 04/02/14)

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Daily Sales Tip: Take Risks With Your Radio Creative

Every day you can hear radio spots that were created by committee: politically correct, watered-down, automatically written radio ads that offend no one...and motivate no one. Commercials that sound like...well, like commercials. They make you want to change the station, or at best, ignore the message.

If you want your spots to make it all the way from the ears to the brain, you'll need to take a few risks: that your idea won't work, that you'll offend someone, that it might not get immediate results, that people will think you're crazy. You'll also need to risk having phenomenal success, that you'll be thought of as a visionary, that your clients will bow down at your feet (well, maybe I'm dreaming).

Surprise the listener. Present the unexpected. Turn the rules upside down. Try writing a 300 word :60, or one with only 14 words. Mix two cuts of music together. Use 56 voices in a one minute spot. Create a spot backwards. Use operatic music for a dance club. Have a spot for retirees narrated by a child. Cast an ancient voice for a young hip audience.

Go in the opposite direction. If your competition has a jingle, use straight talk without music. If they're listing lots of features (they probably are), do a spot featuring only one: the way the lettuce is chosen at a restaurant, the way a car is washed at a dealership, the 14 steps a plumber takes to make sure he leaves your house spotless after a service call...but make sure you sell the benefits.

Create a continuing story and make each spot an episode that picks up where the last one left off. Design a quiz that listeners have to call in, log on or come in to complete.

Remember, even with a risk-taking approach, the goal is to sell, so get the listener's attention and keep it while motivating him/her to respond. Go ahead and take some risks. Safe radio is dull radio, and is only useful as a sleeping aid.

Source: Veteran radio creative consultant Jeffrey Hedquist. To get a free copy of "Hedquist's List of 244 Cliches," email Jeffrey at

Advertising Agency Franchise Owner, Viamark - MA, CT, RI, NH, VT, ME, NY, NJ, PA, DE, NC, SC, TN, GA, FL
Sales Manager, West Virginia Radio Corporation
News/Talk/Sports Sales Manager, Federated Media

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