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What do Ron Burgundy and Jalopnik have in common?

Discussion in 'Vehicle Merchandising & Inventory Software' started by ryan.leslie, Jul 10, 2018.

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  1. ryan.leslie

    ryan.leslie
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    It sounds like the setup to a good joke... the punchline, however, is a punch to the gut!

    Remember this creative series of ads featuring Will Farrell as Ron Burgundy supporting the release of the Durango? There are a ton of these, but this one is one of my favorites:



    Fast forward five+ years to today and Jalopnik is running an article that effectively offers the same commentary.

    https://jalopnik.com/whoever-created-the-dealer-ads-for-these-kia-stingers-m-1827476178

    [​IMG]
    "Seat Back Pockets! No way...I don’t know about you, but that is always on the top of my list of must-have features."

    [​IMG]
    "Holy crap, you are telling me I can put stuff, inside the doors? What kind of futuristic wonder machine is this?"

    and my favorite:

    [​IMG]

    "Frankly, I don’t know if I can believe that a car in 2018 has power locks, windows, AND mirrors."

    Merchandising matters in a competitive market!

    I'm no expert, but it seems like these are good questions to ask regarding online merchandising:

    What does the customer really care about? What makes this car unique? How can I tell a story that differentiates this unit from all of the others in the consideration set? Does this comment add value or just add noise? Is there a process in place to walk the digital lot daily? What tools and resources can I tap into to make my merchandising more memorable?

    What do you think?

    *disclaimer: I don't know if the text above is supplied by the dealer or a vendor, and obviously Jalopnik's slant is satirical. I'm not sharing this to pick on anyone , but I do think the feedback is instructive. My opinion is that the practice of captioning certain images is great, but the captions should always add value.
     
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  3. Alexander Lau

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    [​IMG]
     
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  4. Alex Snyder

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    I take it you haven't been in the market for a Kia @ryan.leslie@ryan.leslie ;)
     
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  5. ryan.leslie

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    Admittedly no, but if I were it would be a Stinger. ;)

    What am I missing @Alex Snyder@Alex Snyder? Is Captain Obvious moonlighting for Kia stores and I'm unaware?
     
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  6. Alex Snyder

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    Those are big features in a Kia! Especially scuff resistant seat backs. Those trump the pockets :rofl:

    bvgubsomc3lszf1k1nqw.jpg
     
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  7. ejyoder

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    That looks like the photo editor in vAuto, so probably from the dealer.
     
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  8. Jeff Kershner

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    Looks like Homenet photo overlay editor. I've been know to toy around with it from time to time, pointing out the power windows and locks on a newer Mercedes-Benz. :cool:
     
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