AUTOMOTIVE ADVERTISING & MARKETING

Auto Newsletters

Auto Newsletters are Customer Retention Tools

JKRAdvertising / Automotive Advertising /

November 10, 2014

Auto newsletters help retain customers. This is still very much a fact despite the changes in the way an automotive dealership markets itself to the general public. In today’s automotive advertising world where repeat customers are more important than ever, auto newsletters are an underrated yet highly useful tool to keep your customers coming back to you again and again.

Each customer is very valuable to a car dealership. Making them feel appreciated and cared for will increase the chances they return to you. After all, the last thing you want is for a customer to feel like they’re nothing more than just another number who happens to need a car – and happens to have a checkbook.

Why Auto Newsletters?

Building lasting relationships with your customers is a process that takes time, and auto newsletters can be a vital piece of the puzzle. After all, even your best customers typically only come to your dealership a few times a year. Auto newsletters give you the opportunity to show your customers you have a sincere interest in them, and they offer a car dealer the chance to deliver his/her exact message to their current customers – the very backbone of their business. JKR’s auto newsletters are completely customized every time, allowing our clients to say exactly what they want to say.

Printed auto newsletters are effective for a number of other reasons. Because they are delivered to the customer’s mailbox, he/she will touch it, examine it and most likely open it – especially when they see it’s from their dealership. Providing topical, entertaining information and money-saving coupons means they’ll read it and possibly take advantage of one of the specials relevant to them.

Kick-Start Your Newsletter Program Today

Let JKR Automotive Advertising be the catalyst that drives your dealership’s auto newsletter campaign. Our expert staff takes care of everything from beginning to end … story ideas, writing, design, photos, printing, publishing and fulfillment! To find out more about JKR Automotive Advertising’s newsletter program can do for your dealership, please call (321) 397-0777.

JKR Automotive Advertising: We Move Cars.

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Post-Pandemic Dealer Gross Profits are Down – But They Don’t Have to Stay There!
March 13, 2024
It is no secret that dealer gross profits per vehicle are down sharply in the post-COVID automotive world. According to a recent article in Automotive News, gross profits of the six largest publicly traded dealership groups plunged significantly from Q4 2022 to Q4 2023. One of them was actually down 35% per vehicle!

The article explains: High interest rates, more expensive vehicles and a steadier post-pandemic supply chain continue to soften demand and bring it closer to pre-pandemic levels. Still, new-car buying has remained strong overall …

This means that, while sales volume is similar, overall bottom lines are lower for many dealers due to the reduced gross profits. What about your dealership?

Being Realistic
It’s time to turn the page! The time for dealers to simply be order takers for people willing to pay MSRP for a vehicle (and in some cases more) has passed and dealers have to work hard once again to achieve acceptable gross profits.

Selling a high volume of cars doesn’t control gross profits, no matter how much you wish this was the case. Correct processes and menu pricing – and strict adherence to them – do!

What kind of processes?
∙ Slow down the transaction! Your sales staff has to once again sell the customer on the features and benefits of every new and pre-owned vehicle on your lot.

∙ Your salespeople and managers should devalue the customers’ trade-in value (politely, of course) as much as possible. After all, if the customer expects you to lower your price, shouldn’t you be able to do the same on their trade? Remember, you’ll have to fix it up, put your name on it and resell it to someone else with all the tenacity you would a brand-new car. So make sure you buy it right … because the profit is made when you buy it, not when you sell it!

∙ To that end, management should be ready and willing to leave the desk and do thorough walk-arounds on each trade to ensure the best outcome for the dealership.

The Cure for Low Gross Profits
If you are like a lot of dealers these days, you could use some good news. Here it is: while you may not have the capability to achieve profit margins similar to those you enjoyed during the pandemic, they could likely be improved. JKR’s clients enjoy the benefit of attracting not only more customers, but better ones, too!

If meeting and exceeding your sales goals (and increasing gross profits at the same time) sounds great to you, you need to call us. Don’t settle for reduced gross profits when help is out there to get you closer to where you’d like to be.

Want to know how we do it? Reach out to Senior Partner Richard Brauns (407) 701-4233 or Partner/Vice President Jon Albert (407) 718-2494 today.

JKR Automotive Advertising: We Move Cars.

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