Comments on: More Bad Advertising – Keyes Motors

By: IBCynical

IBCynical — Tue, 25 Nov 2008 19:24:28 +0000

Lol, it’s not as bad as putting a full page ad in the newspaper with no address and phone number. I see that constantly and I always have a good laugh.

By: Ron Really

Ron Really — Wed, 27 Feb 2008 16:58:59 +0000

Mark,
I think you missed the point.

You’re comparing DM to Broadcast and Branding. It’s like a watchmaker standing at a body shop and saying, “Look at that stupid moron hitting the side of that car with a hammer – every jeweler knows you can’t use a hammer to fix a watch!”

Different jobs for different tools.

The ads you’re talking about are not for the people who are on their way to buy a car that moment – they are designed as reenforcement. Then, when someone is ready to buy a car (6 mos, a year…) Who do they think of?

Keyes Keyes Keyes on Van Nuys

By the way, it’s getting a bit ridiculous in the Valley. It’s almost to the point now where Keyes is the ONLY dealer on Van Nuys – they seem to be buying out their competition… you know, the guys W/O the radio jingles and airplane banners.

By: Lin Ennis

Lin Ennis — Wed, 27 Feb 2008 16:34:44 +0000

I know where Keyes is, and if I saw that banner, I would say, “What the ____?”

A car ad I heard 20 years ago that did make sense, said, “Hyundai, rhymes with Monday.” Maybe they went on to say “Make it a fun day, drive a Hyundai.” But what was cool about the ad was teaching people how to spell the name of a new Korean import.

My observation is people won’t talk to you if they don’t know how to say your name. Unless you’re a perfume, or perhaps a faux fancy cuisine, either change your name or teach your customers.

I could go on and on with examples of good and bad names, and leave it to your original point: connecting with the consumer! Way to go.

–Lin

By: Wes Hopper

Wes Hopper — Wed, 27 Feb 2008 15:08:55 +0000

Mark,
That’s a great example of egocentric, clueless advertising. The best example of wasted money I’ve seen lately is from doubleclick – a full page, full color picture of a geekish young lady with a “benefit statement” that says –

“Our deeper understanding of the human variable strengthens every equation.”

Huh?

A small paragraph at the bottom was all “we, we, we” with no real specific benefits listed. The funniest part of this is that the ad was in Target Marketing aimed at direct marketers.

I love this topic. Keep up with the good examples.
Wes

By: Mike

Mike — Wed, 27 Feb 2008 14:19:26 +0000

For the most part I do agree with you on this commentary.
The banner on the plane itself is useless.
However there is one consideration that is not taken into account here and that is the fact that sound is one of the most powerful advertising mediums. Did you know that a simple sound like a pop or snap will stay in the listeners head for a minimum of 5 seconds? This is why, when done right, radio advertising can be very effective. I do not live even close to that area but when you were describing the jingle I couldn’t help but hear it in my head.
So I believe that the banner on the plane was simply to reinforce the radio ad. If someone who heard the ad saw the banner they couldn’t help but hear it in their head.
True, this is more of an image ad than anything else, but you do know they exist and with the proper newspaper ad it can tie into a larger picture.
Not effective for the small business but if you happen to have a boat load of advertising money and want to create an image for your business and attach a “feeling” to that business it’s the way to go.

By: John Chancellor

John Chancellor — Wed, 27 Feb 2008 14:17:43 +0000

It is quite obvious that Keyes does not understand the key to getting the most from their advertising dollar.

Great example of what not to do.

By: Ian

Ian — Wed, 27 Feb 2008 12:24:29 +0000

Hmm… Let’s make sure there isn’t a confusion between between “Advertising”, “Marketing” and “Publicity” in the above before slating the plane banner. While I would conceed it is a bad ADVERT, it may well be a valid element of a longer term campaign to raise name / brand awareness, immediately before a roll out of more focussed advertising. E.g. British Gas’s “Tell Sid” campaign in 1986 – arguably early viral marketing as everyone talked about it but didn’t know what on earth it was about for a week or so.

By: Ryan Nagy

Ryan Nagy — Wed, 27 Feb 2008 05:33:36 +0000

Thanks Mark. I don’t remember when (or why) I signed up for your email newsletter, but the frist couple of paragraphs were an excellent overview and reminder of the sale process.

cheers – Ryan

By: Stephen Bolin

Stephen Bolin — Wed, 27 Feb 2008 05:10:03 +0000

That was right on, Mark. I totally agree.

For those of us learning more about copywriting, it is amazing how much advertising out there is almost pure junk. In other words, a big waste of money.

The Keyes problem, first of all, is that they haven’t defined who their customer is. If they can figure that one out, they might be able to come up with a great headline that would attract the right customer. The problem is definitely not the airplane.

By: Ed McQuate

Ed McQuate — Wed, 27 Feb 2008 05:01:00 +0000

Man whats up with car dealers.. They
are the worst advertisers on the planet,
and its like that all over the country.
What gets me is the cost for that usless
stunt… I mean where I live you could
do that for 3-500 hundred… But in La La
Land your in the thousands.

Great Post Mark