Ugroup Marketing Services for telecom and software sectors - Blog - What Selling a Used Car “Taught” Me About Advertising?

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November 30, 2009 at 2:01 PM

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What Selling a Used Car “Taught” Me About Advertising?

While those of us at Ugroup Marketing are focused on telecoms and software for the better part of our work day, it’s interesting when we get to apply our daytime skills outside office hours. I recently had the opportunity to do one of the most basic sales activities: sell a used car. This wasn’t any used car; it was a 10-year old Honda.

Understanding the need to determine my buyer personas, I wrote advertising copy that targeted the following: 1) Sammy - college student looking for affordable and reliable transportation; 2) Jimmy – driver of a “nice car” in the summer looking for a winter “beater” to get around in the cold Ottawa winter. Why male only personas? The car was a standard transmission and according to my last two mechanics 95% of standard transmission vehicles in Canada are driven by males. Thankfully my wife is part of that other 5%.

Armed with my advertising copy, I picked my mediums: two generalist “for-sale” sites and a site that targeted used automotive vehicles. When I had minimal interest after a couple of weeks, I also placed an ad in the city paper. A slight price reduction and a series of follow ups and test drives, and I am happy to report the car was sold. The whole experience reminded me why I love the Internet: I could quickly determine the car price against market value based on some quick website reviews; I could see how many individuals were looking at my ads; I could determine the success of each respective website as an advertising medium based on the email responses received (which are automatically tagged with the originating website’s domain) or from simply asking the caller “What site did you see the car on?” The newspaper ad? This exercise in old-school media garnered exactly “0” responses. I’m glad I work with the Internet.

By the way, in case you’re wondering: Sammy (not his real name) bought the car.

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Ugroup Marketing Services for telecom and software sectors - Blog - What Selling a Used Car “Taught” Me About Advertising?

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