I’m kind of a “meat and potatoes” man. I mean, I believe in some of the old traditions like talking to people face to face rather than sending them an email, text message, or Facebook message. Now don’t get me wrong, I’m as high-tech as anybody and love to use the tools we have available to us, but isn’t it about time we all return to the basics that got us where we are today?

Time and again I see my dealer clients getting results by just implementing the simple basics that worked 30 years ago, and still work today. Yes, we do have the interactive component in addition to our old tools, but our chances of success are far greater today if we attack our advertising with the proper strategy of using new media with old media.

I am a firm believer that you can still be successful today with a good media mix—radio, TV, print, and digital. You must have the proper coverage in each of the above and you still must have a compelling message. I love to use the example of the advertiser that “dabbles” in different advertising mediums, and then says nothing works. This is the guy that buys a radio schedule, spends the bare minimum, uses a lousy spot, and then says radio does not work. Anybody that has ever been this guy is absolutely 100 percent wrong. This medium, along with all of the other aforementioned media outlets have been proven to be successful and have made millions of dollars for millions of other advertisers for a over a half a century, excluding the digital component, which has only been a part of our media mix in this last decade.

In order to be successful with advertising you need to know your customers and know what makes them tick. You need to understand your brand and be clear as to what the unique selling points are for all your products. The biggest mistake dealers make is they advertise the wrong products to the wrong people. Today, more than ever, the social marketing tools you have at your fingertips give you a chance to “engage” with your customer. In the past, advertising has primarily been a one-way conversation, with the advertiser doing all the talking, with little or no input back from the customer. Now, you can really hone in on that customer and understand better what his or her needs are. That’s where social media (or new media) and traditional media emerge and become part of the complete advertising package.

Make a commitment for this New Year to get better informed about how to be more successful with your advertising. Advertising works! It is the advertisers that sometimes screw things up. Each advertising medium you utilize requires a full understanding of how to maximize that medium. Hire people who know how to get you the “best bang for your buck.” If you do, I can assure you that 2011 will be your best year ever in the car business. Just take control, and get back to basics.

Tom Letizia is the president of Letizia Mass Media, a full-service advertising agency specializing in automotive. He can be reached at 702-777-2121 or email This e-mail address is being protected from spambots. You need JavaScript enabled to view it .