After releasing its top TV programs of the year, Nielsen has now issued its lists of most liked new commercials, best recalled branded integrations in scripted shows, and top
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Who spent more than 2x McDonalds et al. in advertising in 2012? Carmakers. If you are a tad on the ANGRY side reading that join the club. Our tax dollars haven't gone to making better cars or even helping Detroit GET IT.
When I purchased my Nissan Versa from Michael Jordan Nissan in Durham I sat on Twitter with 5 windows open and it didn't matter. I still got taken. They loaded every possible extra on and I smiled like an idiot and signed. Problem is, like all customers, I figured it out right around the time for the first payment.
No industry that makes customers feel BAD and STUPDID is sustainable in an Internet connected global time. When your spend $8B to promote the romance of heavy metal and then, at the point of truth, your sales process is not authentic, not fair, not transparent then NO AMOUNT OF AD SPEND protects you.
Here is my Detroit Challenge. I offer any car company $10,000 of FREE Internet consulting. You match with $20K in Internet marketing budget. I guarantee that whatever we create will outperform $1M in TV ads!
In fact I am so sure of the value we can create for TIP MONEY compared to what Detroit is spending, When we create some AWESOME Internet marketing, launch it and watch the KPIs it will out perform.
If our Internet campaign doesn't outperform $1M in TV advertising based on any metrics Detroit wants I WILL PAY DETROIT $10K AND I will Contribute $10K To Cure Cancer! When our campaign DOES out perform the car maker courageous enough to play agrees to pay $10K to help cure cancer.
That is how sure I am we win despite Detroit needing our Internet marketing expertise WAY MORE THAN anyone needs another stupid car ad. Does Detroit have the chops to take this challenge? I can be reached at Martin.Smith(at)Atlanticbt(dot)com.
The real question is why aren't cars sold like Apple sells iPads? Oh, the dealer network. Right Detroit's customer isn't my friends or ME it is the dealers and they love you. Your dealers perpetuate the fraud.
Find another way; please FIND A BETTER WAY to go to market, to sell us a car and take my #DetroitChallenge and we will prove TV is the new print.
Chance of a car company accepting the #DetroitChallenge? Zero. Don't worry I am going to donate more than $10K to cancer research next year. We won't wait for the car companies to get it :).
NOTE: the #DetroitChallenge is my idea and not associated with Atlantic BT where I am Marketing Director.