AUTOMOTIVE ADVERTISING & MARKETING

Automotive TV Advertising

TV Automotive Advertising is Worth the Investment

JKRAdvertising / TV Advertising /

March 6, 2014

Automotive TV Advertising TV Automotive Advertising is something every car dealer should consider. There is simply no better way to reach a large number of people in a short time. Think about it … when was the last time you knew of someone who didn’t have at least one TV in their home? That means there’s almost no one you can’t reach!

Despite what you may have heard, TV remains the most-used media in the world, and it’s not even close. People spend more time watching TV than they do on their computers, listening to radio, reading or using their Smart Phones. Its reach and influence cannot be matched by anything else. Did you know research shows that the average TV viewer over the age of two watches an astounding 34 hours of television per week? Stop for a moment and let that sink in … 34 hours per week!

Reasons Why TV Automotive Advertising Works

This begs the question, how might these facts influence a car dealer to market his store(s) using TV Automotive Advertising? There are lots of reasons. First, TV causes the viewer to use multiple senses, making it the most powerful form of advertising. What better way to create brand awareness for your dealership, and its products and services? It’s “show-and-tell” at its finest.

TV allows you to select a highly targeted audience. A local dealership, for example, would choose to advertise on specific shows rather than the same station. This will allow you to air your TV commercials during programs of interest to people most likely to purchase a vehicle from you. You can target such things as age, a viewer’s interests, location, income levels, gender, and more.

Television commercials also give an automotive dealership an air of credibility and prestige that can’t be duplicated. TV is the most favored and trusted source for learning about new things, according to 53% of Americans.

FREE TV Automotive Advertising Review

If you would like to find out if your dealership could benefit from TV automotive advertising, fill out the form to the right. A JKR TV advertising representative will contact you, getting the necessary information to give you a FREE TV Advertising Review. If nothing else, you’ll know more about your market than you currently do – and you’ll get a small sample of the things JKR can do to boost sales for your dealership!

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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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