Irvine-based Mazda North America Operations, the U.S. arm of Japan’s Mazda Motor Corp., is stepping up its online marketing after finding that some of its TV ads are spurring visitors to its Web site.
The automaker has found when it runs its TV advertising during some sports, late night and cable programming, visits to its Web site appear to increase, according to Rudy Privitelli, group manager of marketing and communications at the automaker.
“Although it’s not 100% conclusive, it’s given us more insight into how to be as precise as we can,” Privitelli said.
Television advertising still makes up the largest percentage of Mazda’s marketing budget, according to Privitelli. But the company has increased its online spending to try to mirror or beat the effectiveness of the TV ads, he said.
A recent online automotive shopping study found that 75% of vehicle buyers used the Internet while shopping, according to Westlake Village-based J.D. Power and Associates.
Mazda trends higher, according Privitelli.
“We’re up in the high 80% to low 90% (range),” he said.
The automaker advertises heavily on top automotive Web sites including Santa Monica-based Edmunds.com Inc. and Irvine-based Kelley Blue Book Co.’s kbb.com.
“If people are undecided and looking, we like to make sure we’re on those sites to drive them to our Web site,” Privitelli said.
The automaker also is looking at smartphone applications that allow consumers to look up models and autos on hand at local dealers or request a quote on a vehicle.
Mazda saw sales decline after a record August when the government’s “cash for clunkers” was spurring sales.
The automaker saw September sales decline 12% from a year earlier to 14,234 vehicles.
“September has been a bit of a hangover after July and August when the program was impacting us positively,” Privitelli said
Mazda sales were down 25% from the start of the year through September with 160,189 vehicles sold compared to 215,408 in the same period a year earlier.
Beyond Towing
Costa Mesa-based Automobile Club of Southern California has started an ad campaign promoting its services besides roadside assistance.
The not-for-profit club—the largest member of the AAA federation of auto clubs—is looking to turn attention to other services.
Auto Club has yearly revenue of $4 billion.
Auto and other insurance policies generate about $2.4 billion annually. Travel services bring in $700 million yearly.
The group also provides members discounts on shopping, dining and entertainment.
The campaign—dubbed The Many Sides of AAA—is set to include TV, radio, print and online advertising.
The effort is designed to increase awareness of AAA’s services while attempting to persuade members and non-members to utilize other services.
Amid the recession, AAA has seen people cutting back on services to save money.
The ads feature AAA employees talking about ways they help members.
The TV commercials are expected to run on major network TV and cable in the Southern California area.
The company wouldn’t disclose what it plans to spend on the campaign.
Blog Business
A business blog managed by Irvine-based advertising and consulting agency RiechesBaird is set to feature some guest bloggers.
B2B Brand Debate, a blog aimed at marketers and executives of business-to-business companies, has been a source of leads for RiechesBaird, according to Ryan Rieches, chief executive at the ad shop.
His partner and agency President “Ray Baird posted an article in which an executive at a B2B company commented on,” Rieches said. “We answered her questions and began building a relationship through the blog.”
The goal of the blog is to provide information to executives running businesses that sell to other businesses.
“Obviously it’s nice when people pick up the phone and call us, though,” Rieches said.
The blog was started last year and includes contributions from ReichesBaird as well as four partner agencies: Milwaukee-based Nelson Schmidt, Nebraska-based AGA Consulting Inc., Connecticut-based Martino & Binzer and Germany’s Heller & Partner Communications GMBH.
The guest series is set to include a new post each Monday through November.
Guest writers include blogger Tom Asacker, Dean Crutchfield, an ex-executive from brand consultancies Wolff Olins and Landor Associates and others.
Bits and Pieces
Irvine-based prepaid phone provider Boost Mobile LLC, a division of Overland Park, Kan.-based Sprint Nextel Corp., started selling plans and phones through Florida-based HSN Inc.’s Home Shopping Network channel and Web site … Costa Mesa-based restaurant chain El Pollo Loco Inc. is starting a campaign for its Buffaloco Wings for football season. The marketing includes TV commercials in select West Coast markets, direct mail and restaurant advertising … Tustin-based Vertical Marketing Network is trying to get video game players behind the wheel of Britain’s Codemasters Software Co.’s latest video game, “Dirt 2.” The ad shop is running the “Rev it Up” sweepstakes to get players involved with an integrated campaign that includes New Jersey-based automaker Subaru of America Inc., part of Japan’s Fuji Heavy Industries Ltd., and Miami-based computer maker Alienware Corp., a unit of Texas-based Dell Inc. The sweepstakes is being promoted via radio, print and inside Subaru dealerships… Costa Mesa-based Marshall Advertising is using motocross rider James Stewart to promote Cypress-based Yamaha Motor Corp. USA’s new YZ450F dirt bike. Stewart will be part of the TV, print and online campaign targeted at motorcycle enthusiasts.
