Drive My Car

Buying a new car?

Clear Channel Radio is encouraging listeners to test drive cars and then share their thoughts online and on air.

The promo, Test Drive Wednesday, is in partnership with local dealerships to drive business mid-week, considered a key time in consumers’ online searches for a new vehicle.

Each week, listeners are selected to test-drive new vehicles. An on-air station personality and a producer accompany the listener to the dealership and record the review of the vehicle. Listeners hear the reviews on air, or can access them online through local Clear Channel Web sites that feature the dealer-specific links.

“This gives all the ammunition and oomph behind a prequalified lead,” says Sanda Coyl, senior vice president of marketing for Clear Channel Radio.

Clear Channel tested the concept last year with Phoenix dealership Jeff Scott Kia, which drew 10,000 unique visitors to the local Clear Channel Web site branded by the car dealer. Riding on that success, the promotion has been expanded to 15 new markets.

“It’s foot traffic to a dealership and traffic to its Web site,” Coyl says. “It’s really a third-party endorsement.”

Stations in California, Florida, Indiana, Michigan, Kentucky, New York, Ohio, Pennsylvania, South Carolina, Texas, Utah, Washington and Wisconsin are among the new markets participating in the promotion that now includes 20 markets.

The response to “Test Drive Wednesday” is prompting Clear Channel to think about categories other than car dealerships, including real estate listings and universities, Coyl says.

“It’s about harnessing the power of radio to help sell cars,” she says.

Clear Channel radio stations reach an audience of 110 million listeners.

For more articles on marketing at retail, go to www.promomagazine.com/retail/