AUTOMOTIVE ADVERTISING & MARKETING

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NICE Advertisements Yield Big Results

JKRAdvertising / Uncategorized /

August 2, 2016

Nice Car dealers need NICE advertisements to sell the most cars. These days, there are countless other dealerships in your market vying for the attention of the same people you’re hoping to attract. As a result, getting your commercials noticed isn’t always easy. Want to know if your ad stands out in the sea of others? Give it the N.I.C.E. test and you’ll be able to tell.

What Makes a NICE Ad?

N = Newsworthy. If your advertisement is newsworthy, guess what happens? People will tell someone else. This results in word-of-mouth advertising – exactly what you want. When you produce commercials that get people talking about you in a positive manner, you have something special.

I = Interesting. Consumers aren’t going to bother spending too much time looking at (or listening to) your advertisement if you don’t give them a reason to do so. We’re all inundated with countless advertisements every day … so we’ll ignore the ones we don’t find of any interest to us.

C = Creative. As you brainstorm, you must keep your target audience in mind; use sound and special effects where warranted; get the audience’s attention immediately; and whatever you decide to do, make sure it’s memorable.

E = Entertaining. This one meshes somewhat with the creative aspect of things; but remember this: the advertisement must be entertaining for the right reasons. If it’s over-the-top creepy, offensive or just plain outrageous, you might be remembered in a negative light by those in your community.

Do these advertising elements sound risky? They are, to a degree … but it’s even more of a risk to continue running advertisements that are just like everyone else’s. When you do that, you become a “me, too” dealership and you’ll never be top-of-mind with your market’s consumers.

FREE Advertising Review

Want to find out if your advertising and marketing efforts are NICE? Contact JKR Automotive Advertising, and we’ll provide you with a no-strings-attached, FREE Advertising Review. We’ll take a close look at what you (and your competition) are doing, and give you our expert feedback. Call Eric Tigner at (321) 397-0777 today to get things started – and you’ll enlist the help of an automotive advertising giant.

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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