It's Kids' Stuff
By Jim Boldebook
I can't point to any research documenting my theory that a portion of your advertising budget should be directed to pre-school children, but I think this true story supports my premise.
One cold December day several years ago I sat with a car dealer friend of mine in his showroom fronting busy Route 1 in Saco, Maine. We watched a young couple and their toddler daughter cross the street from another of the dealer's showrooms. As the family entered the showroom, the young daughter's eyes got as big as sugar cookies. "Jolly John," she screamed! My friend, 'Jolly John' Pulsifer rose to greet mom, dad and the red-cheeked little girl with Shirley Temple curls. Without any further introduction, the thirty-something father started explaining how the family just took delivery of a new pick-up truck from the Jolly John dealership across the street, despite living more than 35 miles from the dealership–with at least four dealers located in a much closer proximity to his home. "When I told my wife we were going truck shopping this morning," said the father, "I had barely gotten the words out of my mouth when my daughter started shouting, 'Jolly John!Jolly John!' I looked at my wife and said I guess I know where we're going to look for a truck"!
Jolly John is a unique car dealer. His passion for the car business is only exceeded by his gregarious enthusiasm for life. He delights in making the car business fun for both employees and customers. Although competitors may view Jolly's banana suit ("This is a sale with real a-peel!") or his Easter bunny outfit as an ilk of the past, his light-hearted approach to the serious business of selling cars has won him an enviable share-of-mind in his marketplace.
Jolly John has a coloring book (now in its twelfth reprint) showing his cartoon likeness driving the different vehicles he sells in typical Maine scenes. Jolly driving a mini-van full of children to the circus. Jolly, with skis on the roof, headed for the slopes in a new sport utility. Jolly in a convertible by the seashore.
When Jolly donned a banana suit, proclaiming the great "We've Gone Bananas" sale, 5000 glossy copies of the 'Jolly Banana' picture were distributed to happy children of all ages during the event. Demand has required reprints of that too!
Since weekends are traditionally the busiest time in the car business, it's no coincidence that Jolly's coloring book comes to life in animated commercials running in Saturday and Sunday morning cartoons. Children are invited to get their free copy of the coloring book at any Jolly dealership, and meet Jolly at the same time!
Of course most dealers today don't want to dress up in banana suits. In fact, the majority of dealers today are desperately shedding all vestiges of the "plaid-jacket" antics associated with car dealers of the past. But that doesn't mean a dealer has to ignore those all important future buyers who will be looking for their first car ten or twelve years down the road. It's not necessarily a waiting game either. Most parents are strongly influenced by their childrens' wishes. And we know this for sure. For every four year old paying a visit, it's a safe bet there's somebody of driver's age in tow. If you have a children's play area, an inviting TV spot might be the way to let the target audience know about it. Consider holding coloring contests for pre-schoolers with drawings of your logo or dealership in a print ad. Many dealerships are now offering fold-down, flat-screen TVs in mini-vans and sport-utes. There are demonstration modules in the showroom; but how about a TV ad showing kids playing video games! That might get an honorable mention from apron-tuggers.
If you decide to consider the very young in your marketing plans, make sure the ads are in good taste and meet all legal requirements. Your media salesperson or agency can research those issues. The key is to build recall of your dealership's name in a positive way. A message that cultivates your share-of-mind with the most impressionable age group.
Jim Boldebook is president of Creative Broadcast Concepts (CBC), an advertising/marketing agency working with some of America's most successful dealerships. jboldebook@dealeronline.com
