AUTOMOTIVE ADVERTISING & MARKETING

Perfect Ad

Elements of the Perfect Ad for Car Dealers

JKRAdvertising / Automotive Advertising Advice /

June 3, 2016

What are the elements of the perfect ad for a car dealer? Humor? An iconic character? A catchy jingle? We’ve done blogs about all these things individually, but at the end of the day there are certain elements that must be present for a commercial to be as close to perfect as possible. Today’s contribution takes a look at these important items.

What Goes Into the Perfect Ad?

First, it must initially attract the attention of the consumer. This makes perfect sense; after all, if you don’t “hook” them right away they are not going to bother with the rest of the ad!

Second, you must retain that attention. You can use novelty, intensity, an incredible offer, motion … or even colors and shapes if it’s a print ad.

Third, the consumer needs to associate your dealership and brand as being memorable. If the first two elements are properly executed, you will have a memorable ad.

Fourth, the reach and frequency must be sufficient for an advertisement to truly be effective. Getting the most people you can to see your messages (reach) is great, but that isn’t the only element involved. It typically takes multiple exposures (reach) to your message before you can expect any kind of response.

Fifth, you must be able to persuade and convince the customer that your products and services are the best in your market.

Last, and most important, you have constructed the perfect ad when you induce the consumer to respond to your specific suggestion (in this case, buying a vehicle from you).

FREE Advertising Review

Unfortunately, many of today’s advertisements lack one or more of these perfect ad elements. If your dealership is in need of commercials that truly resonate with your intended audience, we urge you to contact us today. We’ll provide you with a no-strings-attached, FREE Advertising Review, looking at what you (and your competition) are doing – then providing you with our expert feedback. Call Eric Tigner at (321) 397-0777 today to get things started.

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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