AUTOMOTIVE ADVERTISING & MARKETING

Orlando Business Journal

Orlando Business Journal Names JKR Top Ad Agency

JKRAdvertising / Automotive Advertising, Company News, JKR Advertising News, JKR in the News /

August 10, 2015

JKR Advertising & Marketing is #1, according to the Orlando Business Journal. The leading business newspaper in Orlando has revealed its 2015 “Top Advertising and Digital Marketing Agencies” and JKR tops the list.

“We had an outstanding year, mirroring the victories of our clients,” said CEO Jeff Johnson. “Our clients are having great success in their operations and are reinvesting those dollars back into their marketing efforts. Everyone at JKR works hard to be the best, so we’re very excited to know we occupy the top spot on this prestigious list.”

The Orlando Business Journal list is based on capitalized billings for the year, with JKR totaling a pace-setting number of $61 million. That topped the second-place finisher by more than $10 million.

The company received additional recognition, as it finished third in number of new clients acquired last year. Its 17 new clients are situated across the country, including California, Iowa, Louisiana, Maryland, Oregon, Pennsylvania and West Virginia.

As a whole, 2014 was JKR’s best year ever, as the agency achieved a number of milestones. In November, JKR acquired Orlando-based automotive Internet agency NOW Digital to expand its online product offerings. That followed the March purchase of Benedict Advertising & Marketing, the largest advertising agency in Daytona Beach.

Founded in 2007, JKR Advertising & Marketing delivers all aspects of automotive retail advertising. JKR provides market analysis, creative, radio, TV, print, public relations, and digital. JKR’s experience, knowledge, and dedicated focus result in the overwhelming majority of clients outperforming their peers, markets, and competitors. Clients include individual dealerships and multi-brand, multi-store groups.

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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