AUTOMOTIVE ADVERTISING & MARKETING

Why Automotive Radio Advertising

Why Automotive Radio Advertising?

JKRAdvertising / Automotive Advertising, Automotive Advertising Advice, Radio Advertising /

February 17, 2015

Why automotive radio advertising as part of your automotive advertising strategy? Radio has the unique ability to target specific audiences. Because it is extremely cost-effective when compared to other automotive advertising options, radio also affords auto dealerships the ability to saturate their market with their store’s message with great reach and frequency. Those are some of the most obvious reasons, but here are some other reasons why radio should be in your dealership’s advertising arsenal. And when you’re done reading this, take a look at this study done by Nielsen.

Why Automotive Radio Advertising Works

Radio Advertisements bring about customer loyalty. Why? First, listeners tune into a very small number of stations and are very loyal their favorites. Next, radio listeners stay tuned through commercial breaks.

Radio Advertising is more intimate. What do we mean by this? Less clutter! Approximately one-third of TV time is devoted to advertising … and an alarming two-thirds of newspapers are comprised of advertising copy! Compare that to radio, where only about one-fifth of each hour is dedicated to commercials.

Radio Advertising offers the opportunity for creativity. Remember that old saying, “Radio is theater of the mind?” It’s absolutely true. If done well, a radio advertisement will be one that listeners will be able to identify and recall.

Radio Advertising often is sent to a “captive audience.” That means it reaches consumers when they have little else to distract them. In fact, the engagement levels for radio advertising (the percentage of people who actively pay attention to the ads) is by far the highest of any mass media.

Radio is a strong “call to action” form of media. This makes it the perfect form of advertising for an auto dealer; enough said.

How to Get Started

Not too shabby … an affordable way to advertise; a captive audience; and a specific audience of people you want to target! So you ask, “Why Automotive Radio Advertising for Auto Dealers?” That’s why! Call Eric Tigner today at (321) 397-0777 to find out how to get started.

JKR Automotive Advertising: We Move Cars.

Press Categories

Recent Posts

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.

Read more