AUTOMOTIVE ADVERTISING & MARKETING

Radio and TV Power

Radio and TV Power Will Last Forever

JKRAdvertising / Automotive Advertising, Automotive Marketing, JKR Advertising News /

February 6, 2015

Radio and TV Power will last forever … no matter how big the digital advertising avalanche becomes. You see, the Internet is a fantastic resource for a car shopper to use when they’ve made up their minds to buy a car and are ready to do some serious research. But for them to get to your dealership Website, something external most likely happened to lead them there.

There is a very strong likelihood it was one of your Radio or TV advertisements that got them interested in your dealership, and made them go to the Internet to get additional information on your store.

Here’s another reason we’re so confident in TV and Radio advertising relevance: they lay the groundwork for keeping your dealership atop the consumers’ minds long before they’re ready to buy. Why is this such a big deal? When the day comes that their old car breaks down; or they’re expecting a new addition to the family and need a bigger vehicle; or they get a big raise and promotion at work; or an unfortunate accident perpetuates the need for a new car … they will come to you (and maybe your Website) before anyone else, because you’ve made the commitment to run your ads regularly on Radio and TV. So if you want to get to know your customers, they have to know who you are first … and Radio and TV advertising makes that happen.

Radio and TV Power with JKR

You also should know that Radio and TV advertising are more affordable than you might think. We invite you to call Eric Tigner today at (321) 397-0777, and he’ll give you the details on how you can benefit from Radio and TV Power … and dominate your market with the help of JKR Automotive Advertising. Best of all, he’ll explain to you how you can do it without breaking the bank.

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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