AUTOMOTIVE ADVERTISING & MARKETING

Getting Attention

Getting Attention … the Goal of Any Advertiser

JKRAdvertising / Uncategorized /

March 19, 2015

Advertisers produce their ads with the hope of getting attention. Through placement on the TV or radio airwaves, on the Internet, in print, on a billboard, or wherever … these advertisements allow a business to be front-and-center in someone’s face as they say, “LOOK AT US! WE’RE HERE! WE WANT YOU TO BUY OUR PRODUCTS AND SERVICES TODAY!”

Since most (if not all) advertisers have the same goal – getting attention – why are there such varying degrees of effectiveness to ad campaigns?

Reach and frequency could be the issue. It could be that you’re not presenting your ad to the right number of people – or maybe not enough times. But assuming that isn’t the issue, then we have to go right to the heart of the matter, the advertisement itself; specifically, in this case, an advertisement for an automotive dealership.

Ask yourself these questions – and answer them honestly: Do my advertisements cause a prospective customer to stop what they’re doing and turn their focus on my ads? Are they powerful enough to make them actually envision themselves doing what you want them to do, which is come to your dealership and/or visit the dealership’s Website?

There is a science to making advertisements that are successful in getting attention. It requires words and pictures (where applicable) that create sharp, positive images of your dealership in the mind of a prospective buyer. It requires the inclusion of the all-important verbiage that cuts through the clutter in the consumer’s mind and convinces him/her that purchasing a vehicle from you is the right thing to do.

You Need Help Getting Attention

This is not easily done. If you want to do it right – and get the most bang for your buck, there’s a lot more to it that writing a few seconds of copy, mixing it in with music and/or pictures, and purchasing ad time. It takes an experienced automotive advertising agency like JKR to help you get the right mix of everything. If your dealership is not producing advertisements that are effective in getting attention, call Eric Tigner today at (321) 397-0777 to learn how to get things started down the path to maximum advertising effectiveness.

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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