Toyota of Escondido - Honk If You Love Radio Advertising

Stephanie Karabatos, Account Executive, Clear Channel; Tom Belt, General Sales Manager, Toyota of Escondido; Laura Seefeld, Account Executive, CBS Radio; Mark Larson, Owner, Larson Advertising; Scott Whitehead, General Manager, Toyota of Escondido; Brittany Numbers, Local Sales Manager, CBS Radio; Todd Williams, Account Executive, Uniradio; Katy Bennett, Account Executive, Clear Channel

That well known jingle of Toyota of Escondido caught the attention of loyal listeners last October and November as the long-time radio advertiser turned to stations KyXy, KSCF, KGB, KSON,KPRI,XPRS, and a few radio stations in Temeculafor a significant part of an ad campaign touting the launch of the 2012 Camrys. After enduring a challenging year due to lack of inventory as a result of the tsunami in Japan, it was important to every Toyota dealer to end the year with a strong finish.

The dealership has consistently used spot radio to grow their business in addition to utilizing personality endorsements on a variety of stations on an ongoing basis. In this campaign, Larson Advertising created the thirty-second spot designed to drive potential buyers to the store in partnership with Toyota Motors for the re-launch of the Camry. Mark Larson, owner of Larson Advertising, states "Radio played a key role in helping us create major excitement for the launch of our all new, fully re-invented 2012 Camry in October of last year." Listeners were invited to test drive the new model for the chance of winning a trip for two to Hawaii.

More than a thousand people entered the contest which means that same impressive number took the drive to the dealership and got behind the wheel of a new car. That translated into many sales of the 2012 Camry.

Toyota of Escondido credits the kick-off campaign for the increase in Camry sales and market share, and was extremely happy with the additional foot traffic into their showroom."A combination of month-long creative radio, anchored by two weekends of live on-site radio events, created the energy and enthusiasm we had hoped for to bring a whole new vehicle to market very successfully. Local radio personality and longtime Toyota of Escondido spokesman Sam Bass awarded the grand prize to the lucky winner in an exciting and moving ceremony in early November at the dealership"according toLarson.

What's more, the winner of the trip to Hawaii just happened to be a huge Toyota fans. She graciously gave the winning trip to her parents who had experienced a recent unpleasant vacation to Hawaii. No doubt they were singing that jingle throughout their lovely vacation! "We look forward to another opportunity to show the power of creative radio advertising to generate excitement, enthusiasm and sales!" says Larson.


Click to hear winning spot: Toyota of Escondido

Industry News
Today we call it Data but we used to call it Statistics. Statistics are boring. That's why a clever boy in Silicon Valley gave them a new and better name. A scientist is willing to change a belief when presented with data, facts and logic.
Leveraging Nielsen’s local television and audio panels, Nielsen and CBS collaborated to demonstrate the additive power of combining media buys for major ad campaigns.
Increases occurred across all sectors including spot, digital, network and off-air revenue.
Brands averaged a sales lift of more than $6 for every $1 spent on radio ads - an ROI double that of even the best results from many recent studies of digital or TV media.
Study finds that only 40 percent of web ads are viewable, meaning that at least half of the ad was in view for more than a second. The rest were out of the view of the user visiting that page.
Like so many Sir Galahads on the quest for the Holy Grail, businesspeople continue to search with near-religious ardor for "the perfect ad campaign." And many, when they have found it, learn that it's not enough. One of the greatest myths in marketing is the belief that advertising, by itself, is able to drive steady traffic into a business. This perception is supremely evident when a businessperson looks at an ad professional and says, "My only problem is traffic. If I had more traffic I'd sell more customers. Traffic is your department. Bring me customers. Now." What makes good ads fail?
The length of the "ramping up period" an ad campaign will require before you begin to see results is determined by the following factors, listed in descending order of their importance: 1. Product Purchase Cycle 2. Share of Voice 3. Impact Quotient of message 4. Media delivery vehicle...