AUTOMOTIVE ADVERTISING & MARKETING

Traditional and Internet Advertising

Traditional and Internet Advertising are the Perfect Tandem

JKRAdvertising / Automotive Advertising Advice, Automotive Marketing /

May 13, 2016

Traditional and Internet Advertising Traditional Advertising and Internet advertising can be a wonderful combination. Radio and TV automotive advertisements are proven over many decades to help auto dealers sell cars; no one can dispute that. The increased sales and foot traffic a dealer gets as a direct result of their efforts have a profoundly positive effect on a dealership’s bottom line.

But when you combine the traditional (radio and TV) advertising with Internet advertising, something magical happens that you might not even realize. While you can tangibly see when a customer walks into your showroom, you cannot see the ones who clicked on your Website as a direct result of a radio or television ad – dealership traffic of a different kind!

Think about it: When someone watches a television show or listens to a radio program, you can be sure they’ll eventually see or hear advertisements. When these commercial breaks happen and there is a specific ad – yours – that piques their curiosity, they will go to their computer or mobile device to check out your Website in order to get more information.

Better still, when you advertise across multiple platforms, it helps customers recall the information they’ve consumed (think: your message). A Radio Advertising Bureau (RAB) study showed that radio ads and Internet together resulted in a more than five times greater recall ability than the Internet advertising alone.

So while you may be advertising on radio or TV mainly for the purpose of raising awareness for your store, there is another wonderful thing at work for you: You’re coaxing people to go to your Website in a big way.

Traditional and Internet Info Here

If you’d like to find out more about how Traditional and Internet Advertising work together, give Eric Tigner a call at (321) 397-0777. He’ll give you all the details on how this can help you dominate your market – and give a huge boost to your Internet presence, too.

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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