10/24/13
Barry Merrill (pictured, center, at the DASH conference) is the President and General Manager of Grand Ledge Ford Lincoln in Grand Ledge, MI. Unfortunately he is a lost radio advertiser and he blames the radio industry for his decision to turn all of his dollars over to TV. Merrill said there was too much turnover in sales reps, and they were just trying to hit their budgets -- there was no relationship-building. He went from spending all of his advertising dollars on radio to spending nothing. We asked Merrill to give the industry some advice on how to improve.
"When you call on us, use an all-around approach," he said. "Focus on new cars, used cars, promote our website and our Facebook page. Talk about what you can do to promote the dealership as a whole." Merrill says Ford is moving a lot of advertising to digital, including Pandora, and he says it's working."I like to advertise directly," he said. "I get more feedback."
Ford is now at 60% to 70% digital, up from 20T-30%. Merrill also asks, as radio sees technology evolving so fast, how radio is going to be engaged in that: "If it's a regular antenna connecting to the car and everyone else is digital, you are going to be left out of the game."
Here is our extended video interview from DASH with Barry Merrill.
(MANAGER'S PERSPECTIVE) While this may be true, there are always two sides to a story. It's doubtful that all the Detroit radio groups simply dropped the ball forcing this guy to abandon radio. There are too many good radio groups in that market. Would have loved to hear what they had to say about it.
.... Major Market General Manager
What's your perspective? Leave your comments below.
(10/26/2013 9:35:57 AM)
Yet he is in the business of selling radios. One comes with every car.
(10/26/2013 9:07:26 AM)
Eric and Ed,
After considering all the comments (most of them, anyway), it appears to me that the car dealer you chose to offer his thoughts on media use was a poor choice. If the radio guys in the market who know him have him pegged as just a rate objector who relished the opportunity to get on stage and rip radio a new one, then he served no purpose in your intended forum.
RadioInk has made some questionable choices in their recent panel picks. Many of the tech "experts" are people looking for work and get some by opining that radio is nearly dead and only their services will save it. Others are agency reps who change their stance weekly as their ilk always has.
RadioInk is to be saluted for trying to get a conversation going that can be beneficial, but not if all the speakers have the same theme that the sky is falling, because the money people who are building and buying radio stations know that is not true.
"Live and local" is a phrase served with the Kool-Aid. And, like that famous (Jonestown) beverage, very few understand the implications of sucking it up.
Live and local can be programmed in the morning by anybody so inclined. And there isn't a reader here who doesn't know what a shambles and a sham that would be.
Anyway, "Ronnie's" next article deals with that very issue. It may be an opportunity to do something different - like: learn something new.
In Eric Rhoads impassioned separate message today detailing the far-reaching wisdom of his recent conference the ad director for Hyundai and Kia says unless radio maintains LIVE AND LOCAL they will be less of a factor.
Wanna eat your comments of late on LIVE AND LOCAL, Ronnie? We can start with this example of your nonsense.
(10/25/2013 6:45:17 PM)
Got it: It's the advertisers' fault and when it's not, it's the sales departments' fault. Anything to delay taking action on our own parts is acceptable.
So, here is the strategy: a.) Knock a series of homers out of the park for a half dozen different clients. b.) inform the desired advertisers of those results while asking them to drop by at their convenience.
Can't pull that off? Load up on personal supplies; get with station ownership and management; lock the doors; speak candidly and truthfully; participate in making decisions for drastic and dramatic improvements, and after that, determine if there is a personal future in this racket.
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