Tips for More Automotive Sponsorship

Lately there has been a lot of buzz about automotive sponsorship in some public radio and PBS stations. Everyone wants more automotive sponsorship. In most cases auto dealers place annual schedules and know how to spend enough money to have a good radio or TV schedule that works. These buying habits are all indicators of a great partnership opportunity for business support. Sometimes they partner in other meaningful ways to help stations, even offering a car giveaway to boost their brand awareness in the community and help drive station membership. 

Here are some tips about how to approach auto dealers and how to cultivate a relationship that can last.

• Start by suggesting a campaign just for their EVs or electric vehicles.
  
  They get called constantly by radio and TV stations pitching to them about how great their station rankings are. You can be different and just pitch helping them move EV inventory. Manufacturers are making a lot of co-op available right now to help dealers move their EV inventory.
  
  
• Let them know that you can help them use their Manufacturer’s Co-op.
  
  Co-op is cooperative advertising money that manufacturers offer their dealers to help them advertise. Co-op has specific rules that the dealers must follow in order to submit the campaign and copy for co-op reimbursement. Your job is to make sure that the co-op rules are met. Usually, the rules require that specific model names are in the copy and that the invoice and copy are notarized. Make sure your station can comply so the dealer will get their co-op money. Talk to your leadership and make sure you indicate in your traffic system that the invoice and copy affidavit needs to be notarized. Most stations can do this.
  
  
• Write their copy for them, even if it’s an agency.
  
  Ask them for any MP3s of copy they’ve used on commercial radio and ask them to email it to you. Tell them you’ll transcribe it and pull out all the wording you can use on public radio or TV and that they’ll be pleased! Your job is to make buying messages from you easy for them. Don’t forget your competitors may be out there telling your dealer that they can’t say anything that they want to say on public radio or TV.
  
  
• Offer your unique value proposition (UVP) that relates specifically to automotive dealerships.
  
  Here are some ideas for you:

1. Public radio listeners and TV viewers are educated, have resources and credit.
   
   
2. You offer reach with little duplication with other radio and TV stations.
   
   
3. Your station reaches their current customers who already own [MODEL NAME] car and may be ready to upgrade to a hybrid or EV.

Don’t forget to mention that many dealerships across the county use public radio and TV to market their cars and trucks (social proof). Here are some public radio and TV stations that have automotive on the air:

Maine Public Radio: Subaru, Honda, Toyota, Nissan, Jeep, Dodge, BMW, Cadillac, Hyundai, Infiniti, KIA

New Hampshire Public Radio: Hyundai, Mazda, Ford, Honda, Toyota, and a large used automotive group

Vermont Public: Subaru, Audi, Volvo, Mazda, Volkswagen, Honda, BMW, GMC, Cadillac, Lincoln

WFAE, Charlotte NC: Subaru, Lexus, Jaquar, Acura, Mazda

Texas Public Radio: Lincoln, Toyota, Ford Hyundai

KUER, Salt Lake City: Kia, Subaru

WFDD, Winston Salem, NC: Nissan, Toyota, Chevrolet, Cadillac, Hyundai, Infiniti, Mazda, Genesis, Subaru, Ford

WHRO, Norfolk, VA: Toyota, Honda, Hyundai, Genesis, Volkswagen, BMW, MINI, Jaguar, Porsche, Audi, and Land Rover.