AUTOMOTIVE ADVERTISING & MARKETING

2024-Telly-Awards

JKR Captures Trio of 2024 Telly Awards

Richard Brauns / All Posts, Auto Industry in the News, Automotive Advertising, Automotive News, Blog, Company News, JKR in the News, JKR Team News, Press /

May 29, 2024

We at JKR Advertising are thrilled to announce that we have won three 2024 Telly Awards in the 45th annual competition that honors excellence in video and television across all screens.

Under the guidance of Senior Partner Richard Brauns, UAPs, Not UFOs! won a pair of awards; a Silver Telly Award in the General Automotive category, and a Bronze Telly in the “Low Budget – Under $2,500” classification. In addition to exceptional special effects, the 30-second spot puts an amusing twist on the UFO/UAB debate.

Meanwhile, under the direction of Senior Account Executive Brittany Scott, Dealership Draft took home a Bronze Telly in the “Craft – Use of Comedy” category. While parodying an annual sports draft, animated commissioner Rob Iberg lets everyone know, in no uncertain terms, the choice for the top auto dealership in Alabama.

“When it comes to awards, it doesn’t get much better than the Tellys,” said JKR Production Director Joe Minuni. “Winning three of them in a single year is a testament to our clients, who give us the freedom to flex our creative muscle. These awards also highlight the fantastic work of our creative and production team members, because they all played such integral parts in this accomplishment.” In addition to Minuni, JKR creative and production team members include Jared Maurer, Tanner Swierc, Jamie Smith and John Weis.

About the Telly Awards
Founded in 1979, the Telly is one of the most sought-after awards by industry leaders worldwide. 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. Chosen from among more than 12,000 global entries from all 50 states and six continents, Telly Award winners feature work from some of the most respected advertising agencies, television stations, production companies and publishers from around the world.

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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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