AUTOMOTIVE ADVERTISING & MARKETING

Target Audience

You Need a Thorough Knowledge of Your Target Audience

JKRAdvertising / Automotive Advertising, JKR Advertising News /

January 13, 2015

In advertising, a target audience is a group of people identified as the intended recipient of an advertisement or message. In an automotive advertising campaign, identifying and understanding your target audience of consumers is absolutely crucial. Without knowing who these people are, you cannot realistically expect maximum success as you market yourself and your dealership to your community.

Determining your target audience these days does take some research. Today’s marketplace has become so differentiated if you proceed with a “general” approach it won’t get the job done very effectively.

Determining the Target Audience

So how do you go about determining your target audience? You might not be able to do that by yourself; you may need the help of a skilled advertising agency like JKR Automotive Advertising. Here’s a clue, though … ask yourself these questions that will help you determine your target audience and see if you know the answers: What is the average age of a potential buyer at your dealership? Education level? Household income? Gender? Their needs and lifestyles?

Here’s the best part: Once you know your target audience and its habits, you can then produce a message that appeals directly to their emotions, needs and wants. You can take all the factors mentioned above into consideration – age, demographic and economic, social and so forth – and cater your message specifically to them, knowing full well the recipients will be the exact people who should be receiving this message.

The Final Analysis

Why is this so important? When you think about it, it makes perfect sense. These are extreme examples, but they make our point here: A Lincoln dealer wouldn’t want to advertise his store on the local hip-hop radio station; and you probably won’t hear a hard-hitting Chevrolet Corvette commercial on the local National Public Radio affiliate anytime soon. These examples are pretty obvious, but an automotive advertising agency like JKR can help you drill down even deeper to ensure that the message reaches its intended target … every time. Call us today at (321) 397-0777 to find out more.

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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