AUTOMOTIVE ADVERTISING & MARKETING

Parody Ad Nets JKR Advertising & Marketing 2019 Telly Award

Parody Ad Nets JKR Advertising & Marketing 2019 Telly Award

JKRAdvertising / Company News, JKR Advertising News, JKR in the News, Press /

June 3, 2019

JKR Advertising & Marketing has won a 2019 Telly Award in the Local TV & Local Cable category for its parody advertisement “Painting with Rob”. The ad was exceptionally popular with JKR’s clients, airing in numerous media markets throughout the country. This is the fourth consecutive year the agency has won a Telly Award.

The 30-second spot, which debuted last October, features actor Rob Iberg dressed as everyone’s favorite television artist – including the signature hairstyle – painting the happiest automobile dealership in the land. The ad took home top honors in the “Craft – Use of Humor” category.

“While the chief objective of everything we do is helping our clients sell cars through our advertising, it’s also tremendously rewarding to have our work recognized by some of the finest peers in our profession,” said JKR Production Director Joe Minuni.

In addition to Minuni, JKR creative and production team members include Christina Arnold, Kevin Glennon, Jason Hussey, Rowe Jones, Jared Maurer, LaQuontric Mcghee, Jennifer Pavlak, Abie Silva, Jamie Smith and John Weis.

The Telly Awards were founded in 1979 to honor excellence and support creativity in local, regional and cable TV commercials. The Telly is one of the most sought-after awards by industry leaders nationwide, from large international firms to local production companies and advertising agencies. Entrants are judged by The Telly Awards Judging Council – an industry body of over 200 leading experts from advertising agencies, production companies and major television networks.

JKR Automotive Advertising: The car dealer ad agency.

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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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