Anyone who has worked in automotive marketing knows how tough it is to do really good Tier 2 advertising.
Here’s the issue. Tier 1 is funded by the manufacturer and is often referred to as the “brand” communications. Tier 3 is the communications funded and executed at the local level by individual dealers. Tier 2 is caught betwixt and between.
Funded in part by the manufacturer and in part by the local market dealer groups. Tier 2 must serve two masters. The manufacturer wants to be sure that the work reflects the brand and makes the doors swing whereas the dealers are understandably concerned with just making the doors swing. Just to make it more difficult, the manufacturer’s marketing team and the dealers often have a different points-of-view about what will make the doors swing.
Tier 2 is where the brand versus retail discussion often gets very heated. It is very tough to find a balance between the brand and retail messages. More often than not, you end up erring toward the retail. We all know what this formula looks like. The TV commercials are visuals of the vehicle on the road, held together by a litany of product features in the copy and you tie it up with a bow…the deal. The newsprint is a visual of the car, a couple of sentences covering key features, the deal and some legal disclaimers.
This leads to a sea of sameness when it comes to Tier 2 communications.
But it doesn’t have to be that way. (more…)