Cash for Clunkers Confusion-What to do about your advertising?

Like many of you I was glued to my laptop last night from 8pm until close to midnight. It seemed the news changed by the minute on the Cash for Clunkers (CARS) program as I flipped back and forth between CNN & Automotive News. Today, Tri Auto sits with a full press run-90% of which include Cash For Clunkers info, or are completely centered on the program. Here are some ideas I'm sharing with my clients on overcoming this obstacle and turning it into a win for your dealership! 1. Get your mind right. The public wasn't focused on the breaking news for three hours last night, most of them only know what they catch in a headline or on the Today show as they get the kids ready for school. Katy and I both checked out the Today show this morning and neither of us heard any mention of the program's future being up in the air. It's likely most consumers are under the impression it's running as planned. 2. Look at July 1st. For proof on #1 all we have to do is remember back...oh like three weeks ago. This program was announced and the public jumped. How many deals had been done prior to the July 27th when everything was actually put in place? Joe A. Consumer had just heard it was coming and went down to their local dealership to check it out-it's likely the same thing will continue happening after the program is through. 3. Your dealership can still offer Cash For Clunkers even if the government isn't! Many dealers have already used this angle when promoting used cars (essentially a $3500 guaranteed trade). Put a "stamp" on your mailer noting that regardless of what the government does your dealership is "extending" this program. 4. Keep your customers up to date--add a landing page to your mailer/ad/commercial/etc.! These are inexpensive and the content of the website can be changed (daily!) if they need to be. Adding something that cues the customer to "check here for the most up to date information on the clunkers program" will allow you to modify your hooks & keep up with whatever is going on with this program. In closing, this program has had more "free advertising" than any other in the last 10 years (maybe ever!?). It may end Monday or they may sign on for the extra 3.5 Million that's being requested...either way capitalize on the media advertising a program you can offer your market regardless of what Uncle Sam decides to do (just make sure you disclaim right-ask Katy for details!). PS: If you're interested in how we're utilizing these techniques, email or give me a call (317-644-5729) and we can get the mailers to you.

Guidelines for Marketing Cash for Clunkers (C.A.R.S.)

Hey Everyone- Even when I went looking for this info on the C.A.R.S. site I had trouble locating it so just wanted to share the link & info on using the official government logo on your marketing--along with the disclaimer that should be included. Please let me know if you'd like to see any of our Cars for Clunkers Mailers or emails. From www.cars.gov: CARS: Advertising Usage Guidelines Use of the CARS Logo NHTSA will permit the CARS logo to be used in advertisements (print, Web or television), provided: The logo is displayed in immediate proximity to a description of the CARS.gov program — and not so it is associated generally with the contents of the entire advertisement. The user makes no alterations to the CARS logo, which includes the www.cars.gov Internet address. Each advertisement utilizing the CARS logo displays the following required disclaimer (which may appear as a pop-up during mouse-over on the Web): "CARS is a program of the U.S. Department of Transportation’s National Highway Traffic Safety Administration (www.cars.gov)" Advertisements do not include quotes from the National Highway Traffic Safety Administration (NHTSA) Administrator or any other federal employee. Additional info at here.

Cash For Clunkers Mailers are Here

I've received more phone calls the past two weeks than ever before...and everyone is talking about Clunkers! There seem to be two ideas when it comes to promoting this program and we've got you covered on both fronts. Shoot me an email or give me a call and we'll get things started. Cash for Clunkers Mailer Philosophy #1 We've heard: "I want to take advantage of the media attention over this program and increase traffic to my store. It's important that people know we are participating in this program. I'm less concerned about actually taking in clunkers, and more concerned about overall traffic increase-but we'll take those deals as easy as the rest!" We're suggesting: One of our tried and true event type mailers that has several strong mentions on the program and how it works--why? We know they work & they are saturation so you're getting the message out to your market. Cash for Clunkers Mailer Philosophy #2 We've heard: "We're really excited about the Clunkers bill and think it will increase sales for us. We want to aggressively target people who qualify for the program and bring them in to make sure we get their Clunkers business over everyone else in the market." We're suggesting: A targeted, personalized letter, complete with a personal website to a highly targeted list of people who own vehicle that qualify and are worth the same or less than the $4,500 credit. Using this approach you are weeding out those that have no interest in the program and shooting where the ducks are flying. If you fall into one of these categories let us know and we can talk about what might make sense for you.

C.A.R.S. or Clunkers update :)

How disappointing, this idea took off with so much momentum when it was passed into law and now it's come to a screeching halt as the details are ironed out! There is a silver lining though--this minor delay has allowed us the time to put together a fantastic mailing list to promote the C.A.R.S. or Cash for Clunkers program. You can now send a personalized mailer to people that own vehicles that meet the criteria, they are:

• Vehicles that fall into the correct age category
• Vehicles that with the correct mpg rating
• Vehicles that according to Edmond's should be worth $4,500 or less

Variations on the actual data are also available. Let me know if you'd like a list count to see how many people are in your market for a program like this. I hope all your months are closing out well!