To all marketers who never advertise with us.

3 months ago

I will just talk about automotive advertising for the high end market.

Brand owners in this category already know that cars are now cheaper by at least RM10,000 or more.

The new sales tax relief will see a 100% SST exemption on CKD vehicles and 50% sales tax reduction on CBU models till the end of this year.

… It is easier of them to offload bulk media inventory bought at a volume discount earlier this year (probably yet to be paid for) from monolithic media owners and need to clear their In tray…

Which means brand like Mercedes, BMW, Audi, Volvo, Lexus are looking good for readers of this magazine.

The more affluent of our readers also drive brands like MINI Clubman, Porsche Panamera and Cayenne, while owning two houses/apartments, multiple credits cards while their children go to top private colleges.

Am I being facetious?

No.

I am telling you this because your media planners won’t.

It is easier of them to offload bulk media inventory bought at a volume discount earlier this year (probably yet to be paid for) from monolithic media owners as they need to clear their In tray.

To meet their KPIs, they are conveniently aided by templated metric charts from the same sources you can count on your left hand, and proprietary tools that need to be desperately monetised.

Please don’t blame them. 

But why are you trapped in all this?

Because you squeezed them for every sen (in some ruthless competitive pitch process) to meet your KPI, and now the blind are leading the blind.

ROI and all that bullshit flew out the window at the same time, replaced by Likes, Followers and Viewers, in turn dictated by an algorithm that’s darker than dark social. 

Sorry, I digress.

Back to car brands.

Simple math: how much commission does your salesperson make for each car sold? About RM15,000 tops?

For less than half that cost, you can get a circulation of 40,000 and I haven’t even got started on readership yet.

These are first movers, pace makers (no pun intended) and most of them have aged gracefully (deep pockets).

…You are an astute marketer who now have to get tactical with everything: sales, sales, sales. Bottom line: we sell more cars for your buck…

The younger ones can hardly buy a house on their own, but I don’t need to tell you that.

You are an astute marketer who now have to get tactical with everything: sales, sales, sales.

Bottom line: we sell more cars for your buck.

To justify this to your board, just tell them it’s “cluster marketing”. They’ll figure the rest out when incremental sales in niche segments add up to a bountiful harvest by the end of the year.

WhatsApp Jarrod on 018-220 0682 to find out more; if nothing else, as a motoring aficionado, he can wax lyrical about your brand.

If RM5,000 is too expensive for you to give a shot at a potential conversion of at least 5 buyers, then you can still shoot blanks with your media planner.

After all, we are at the bottom of their menu, as we can never compete with Soup of the Day.

Neither should you.

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