AUTOMOTIVE ADVERTISING & MARKETING

An Explanation of Our Company Name

An Explanation of Our Company Name

JKRAdvertising / Uncategorized /

October 26, 2017

Over the years, we have been frequently asked why our company name includes both “advertising” and “marketing”. There are a lot of people who believe these terms are virtually interchangeable, while others get them confused with one another.

This blog gives an explanation of each of these two all-important words and discusses how they apply to what we do on a daily basis at JKR Automotive Advertising & Marketing.

Our Company Name: Advertising

Advertising can be defined as a persuasive presentation of a product, idea or organization to an audience of existing and potential customers. Examples include radio, TV, direct mail, newspapers, Internet and billboards.

Our Company Name: Marketing

Marketing is the planning, implementation and control of getting products and services introduced into the marketplace. In other words, marketing is the entire step-by-step process – and advertising is just one element of it. Other portions could include things like media planning/buying, public relations, distribution, sales strategy and so forth – with each client’s ultimate plan determined through factors such as budgets, goals, the types of products and services they offer their customers, etc.

For an automobile dealer, both advertising and marketing are extremely important. Sadly, a lot of advertising agencies are only advertisers … meaning they are not able to handle an entire marketing strategy for their customers. Meanwhile, JKR’s clients truly enjoy the fact that we can capably take care of 100% of their needs and wants – quickly, efficiently and effectively. So even if our clients don’t understand the whole advertising and marketing thing associated with our company name, that’s OK … because we do.

FREE OFFER YOU SHOULDN’T REFUSE

Here’s your chance to get a FREE, no-strings-attached sample of JKR’s abilities. Call Eric Tigner today at (321) 397-0777 and ask for a complimentary review of your current advertising and marketing efforts. We’ll evaluate what you (and the competitors in your market) are doing, and give you our expert feedback in the form of a comprehensive report you’ll be glad you requested. Don’t wait … call today!

JKR Automotive Advertising & Marketing: 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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