A series of four TV ads featuring aftermarket car audio products under the tagline “You don’t have to buy a new car to have new car technology!” should begin airing within weeks. You can watch them here.
The ads were previewed last week at the MESA (Mobile Electronics Specialists of America) summit and will be released in various markets around the country by MESA retailer members. MESA is a car audio buying/marketing group with over 47 members, representing $158 million in sales.
The new ad series includes four 30-second spots on the topics of ‘using a smartphone with the car radio,’ navigation, backup cameras and rear seat entertainment. A fifth ad on remote start will be added later in the year, said MESA Executive Director Ryan Gunter.
MESA members receive the ads at no charge. They may then voice-over the ads and add their own name (cable companies help you do this at no charge). The ads above are tagged by Aspen Sounds.
Any professional TV ads promoting car audio are significant because consumer awareness of car audio has fallen sharply since the 90’s. A study in 2008 by Coyote Insight found that awareness of car audio products had fallen by a third since the previous decade. Also a third of consumers said they did not know enough about the products to buy one.
Source: CEoutlook
How about something from the manufacturers? For all the money spent on banners, posters, hats, keychains, etc give us something we can use. Even if not to this extent, how about something that looks nice for the showroom. Maybe promo material on a nice foam board backing that looks tasteful. Pioneer did something like that a while back.
These are great! Excellent idea.
Great vids. Good message. Can’t wait until I see them running in some local markets. Kudo’s to the MESA team for making the decision to keep them unbranded and focused on ambiguous tech to keep them generic.
I would be nice to have at least one spot talk about upgrading sound vs. OEM for the future.
Ray, I agree, should be made available to every dealer trying to drive the business.
Congrats again MESA!
Parvin
Maxxsonics USA
These ads are great. I hope that every MESA retailer picks up as many spots as possible.
Indeed I think it might make sense for MESA to offer these ads to non-member retailers as well.
The more often consumers are exposed to this information (educated) the more likely they are to make a purchase.
Ray Windsor
German Maestro
Cool. Nice job, guys.