AUTOMOTIVE ADVERTISING & MARKETING

JKR Creativity

JKR Creativity is Unique

JKRAdvertising / Automotive Advertising Advice /

June 11, 2015

Why is JKR creativity so unique, and from where does it originate? How can our automotive advertising agency consistently produce radio and television commercials that regularly move the proverbial needle? Most of what makes us so special centers around two specific words … knowledge and passion.

JKR Creativity: Knowledge

∙ We know all about our clients’ customers – and their prospects.

∙ We know a great deal about competition in each of our clients’ media markets.

∙ Our knowledge of the auto industry as a whole is a big benefit to our clients.

∙ We know what’s going on outside the automotive world, too!

∙ We know that to be successful, we must see things through the eyes of the customer.

JKR Creativity: Passion

∙ We spend a great deal of time perfecting our craft.

∙ We are eager to do the best job possible, taking no shortcuts to do so.

∙ We are not afraid to ask questions to get the answers we need.

∙ We take note of what’s working … and what’s not … around the country.

∙ We are a group of highly creative, diverse individuals whose talents come together to produce the best ads in the business.

FREE Advertising Report

Take the first step to experiencing the JKR creativity for yourself. Ask us for your JKR Automotive Advertising Market Share and Performance Profile – and you’ll get it, completely free of charge. This is a customized, in-depth study of your local market and its dealerships, including your top competitors. Filled with the latest data, it is an accurate, numerically based, scientific assessment of your dealership. This report will show you:

∙ Info on your top competitors (what they’re spending, and where they’re spending it)

∙ Which media gets the most response in your market

∙ How to win untapped business in your area

∙ Where you should be advertising, and why

To get yours, contact Eric Tigner today at (321) 397-0777; or etigner@jkrads.com. Once you receive it, you’ll begin to realize that there’s no other automotive agency quite like JKR.

JKR Advertising & Marketing: 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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