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Print Still A Major Factor In Automotive Path To Purchase Studies Show

Over the last couple years we have heard a lot about the automotive path to purchase which according to the word on the street now means digital and in many cases only digital even though most major automotive brands are still using print, radio, TV, Magazines etc. Well for those of you who believe that path is 100 per cent a digital path nothing could be further from the truth. Not only does print continue to play a role in the path to purchase it continues to have a major impact.

A recent Brand Spark survey completed for Metroland consumers were asked when planning for an automotive purchase what sources of information do they reference to best prepare for a purchase. 36 per cent of respondents said they used printed flyers and 21 per cent said their Metroland community newspaper. This says 57 per cent use print to prepare for an automotive purchase.  Another Metroland study “Pulse” which is their 3rd party intent to purchase over the next 12 months study with over 5000 respondents also supports the automotive path to purchase for the newspaper industry. Pulse tracks automotive intent to spend data on everything from service to new car sales. New car sales alone within the Metroland network show a $20 billion spend over the next 12 months. Remember this survey was completed on the Metroland network so it shows the dollars available using Metroland newspapers. A Newspapers Canada study by Totum in 2016 researching automotive path to purchase over the past 2 years also supports print. Their study showed that 7 out of 10 new car buyers are reading automotive ads in printed newspapers. Lastly a recent study by IPSOS “Connecting for action report” focusing on direct mail showed that impact on digital advertising is much greater when combined with direct mail. One highlight I took from that study was that arousal was 26 per cent higher when direct mail followed digital display.

There are many studies out there that support print advertising in terms of impact for automotive path to purchase so if you are skeptical do some research. If you want to sit down and review Metroland’s Pulse, Brand spark or the Newspapers Canada study I would be happy to share and discuss that data in further detail.

 

Follow me on Twitter @GeoffJosey

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Corporate Canada Needs More Entrepreneurs

We have all heard about how entrepreneurial the top digital organizations are such as Google, Facebook, Amazon and the list goes on and on. These companies encourage their employees to come up with new ideas, show innovation and be entrepreneurial all while working in a corporate environment. This is after all how these companies have taken over the advertising and marketing world by consistently reinventing themselves along with innovation. So why is it that traditional media advertising doesn’t follow this model? And when I say follow the model I mean be more entrepreneurial.

I for one see myself as an entrepreneur working for a corporation. I did after all start up my own company (FlyerMail) and sell it to Metroland in 2012 less than 3 years after its launch. I like to move quickly in a fast paced environment. You could say I am always on with a brain that is always thinking of a better way to do things. As an entrepreneur I like to think I can always find a solution regardless of the current challenge I am facing. I have taken this approach my whole career whether it’s the company I work for or the company I’m running.

For much of the corporate world from what I have seen we tend to look for corporate experience, experience managing people, experience with a similar product or service, you know all of that stuff we can easily put in a box and pass it around the company. In a nutshell I am talking about those skills that we can teach. The message this sends is that we are happy with the status quo. In the traditional media advertising biz nothing could be further from the truth. We do need to get better, we need to find innovative solutions so we can compete with the Google’s of the world well at least eat into media buys which they are getting a huge chunk. To do this we need to think outside the box, bring new ideas to the table, do things differently, think advertising 24/7, devote at least 1 hour per week to new product development ideas, find the most skilled/driven/passionate staff, come up with efficient systems, and most importantly be more entrepreneurial. What I would love to see is my industry follow the lead of Google and Facebook and hire more Entrepreneurs, let them free and watch the positive impact this has on the traditional advertising industry.

Follow me on Twitter @GeoffJosey