AUTOMOTIVE ADVERTISING & MARKETING

Remember

Make Customers Remember Your Dealership

JKRAdvertising / Automotive Advertising, Automotive Marketing /

January 23, 2017

When you ask most people what makes them remember a certain commercial, you’ll hear some of the same core answers almost every time. Today, we discuss a few of these popular choices in detail and why they are so effective.

Let’s begin with perhaps the most obvious one: humor. This is an effective route to go because a bit of hilarity gets the consumer’s attention through the use of entertainment as opposed to being “sold” or “pitched” by a more serious ad.

Another popular response would be the use of a well-known individual or group as the company “pitchperson(s)”. It could be a national or local celebrity – or in the case of an auto dealership, it could be the consistent use of a spokesperson that may or may not be the actual dealer.

We certainly can’t forget the catchy jingle or slogan (tagline), because this is another great way to help consumers remember you. The basic premise of the advertising jingle is that, after it’s heard again and again, it will result in product recall. The combination of an unforgettable jingle and ample repetition is a winning one!

All of the above examples have one thing in common: they bring about emotion. To cut through the clutter, emotion is often used by the best advertisers. As long as the emotion doesn’t take the consumer’s attention away from why the ad was produced in the first place (in this case, to sell cars at YOUR dealership), a well-executed emotional ad helps bring customers in – and they will remember you!

WE’LL HELP YOU BE REMEMBERED

The old saying, win the heart and the mind will follow is absolutely true. That’s why JKR’s clients count on us each month to produce ads that will be remembered … for all the right reasons. We also know each dealership has its own unique set of customers (and potential customers), so we know how to advertise accordingly; and we never take our eyes off the key things that make people buy automobiles. Call Eric Tigner today at (321) 397-0777, and he’ll tell you how JKR Automotive Advertising can jump-start your advertising and marketing efforts.

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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