Television has the power to drive people to take action. That’s why auto dealers like John Marazzi turns to television advertising to reach his audience, increase web traffic and drive sales.
Marazzi, managing partner of Brandon Honda and Sun Toyota in Clearwater, Fla., joined Brad Seiter, TVB’s executive vice president of busines development on the NADA Live Stage on Tuesday to discuss how television advertising has helped his dealerships become the number one Honda dealership and the number one Toyota dealership in their markets. “You’ve got to fish where the fish are biting. People are glued to their TVs and they always will be,” Marazzi said.
Marazzi noted that while Google search is effective at reaching new customers who may be at the beginning of their search, the brand recognition that comes through repeated, consistent television advertising drives more people to his dealership website to search out his brand. “If you look at Google Analytics, the majority of traffic to the website is direct,” he said.
Seiter agreed, noting that, “People have to know who you are before they will choose you. TV delivers that trust for your customers when they go online to shop.”
That’s especially true this year while the pandemic continues to keep customers at home, Marazzi said. “You want to be prepared to go out and grab market share. As people are pulling back…you’ve got to figure out a way to grab share and earn customer’s business. Make sure you’re getting out there with your message via your media and don’t forget about TV.”
TVB is a producing partner for NADA Show 2021. Watch more from this session and be sure to catch our other coverage from the NADA Live Stage.