AUTOMOTIVE ADVERTISING & MARKETING

Best Radio

Making the Best Radio Advertisements Takes Know-How

JKRAdvertising / Automotive Advertising, Automotive Advertising Advice /

August 5, 2015

The best radio advertisements start with a brainstorming of ideas, and are carried out using several key disciplines that make them unique and memorable. While it’s great to have entertaining and popular ads, the best radio commercials elicit a response from the audience; in this case, it motivates them to come to your dealership and, while there, hopefully purchase a vehicle. Here are some of the important keys to producing the best radio creative.

Producing the Best Radio Ads

An attention-grabbing beginning. You know what they say about first impressions … if you don’t get their attention in the first few seconds, you may never get it at all. Also, you can’t wait too long to make your point, or the customer will not remember what the ad is all about.

A unique offer. If it’s a little different from everyone else’s, it won’t get lost in the shuffle. And if it’s presented in a unique way, so much the better.

A quality production. This seems like it should be obvious, but it isn’t! Finding the perfect balance between being credible and holding the audience’s attention can get tricky. In addition, copy must be impactful for the spot to be its most effective – and you must resist the temptation to cram too much information into one spot.

A surprise. This could be an unexpected use of sound, or some other production technique is a great way to grab (and hold) attention.

A reward for the customer. This goes back to the offer to some degree. Whenever a consumer listens to an add, they subconsciously ask themselves, What’s in it for me? Give them something worthwhile, and they will respond!

Call Us Today

To find out what JKR Automotive Advertising can do for your dealership, get the wheels in motion today by calling Eric Tigner at (321) 397-0777.

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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