AUTOMOTIVE ADVERTISING & MARKETING

Keeping Them Guessing Keeps Them Tuned In

Keeping Them Guessing Keeps Them Tuned In

JKRAdvertising / Automotive Advertising Advice /

April 13, 2018

In advertising – and in life in general, unexpected things always generate a great deal of interest. When you advertise, saying and doing precisely what people expect you to say and do will not hold people’s attention spans for very long.

Think about your group of friends. The most “fun” and “interesting” friend you have is the one who typically does and says the most memorable things.

The same is true when you’re advertising an automobile dealership. Oh sure, it’s important to always advertise to the right audience, include an enticing offer and have a strong call to action – and do all the other things you were taught in Advertising 101; but unless you can captivate them throughout the production, you’re not maximizing its full potential.

Recall some of the most successful recent ad campaigns. Geico insurance has several of them, from the cavemen to the ever-present gecko to the “hump day” camel and so on. Bud Lite’s “Dilly Dilly” campaign is another. Everyone remembers the Dos Equis “Most Interesting Man in the World” commercials. In the simplest form, what do all these ads have in common? They keep the audience off-balance, because they don’t know what’s going to happen next – and folks will stay tuned to find out! It’s keeping them guessing at its finest!

Keeping Them Guessing with JKR’s Help

Can you say your dealership has attained the pinnacle of brand awareness through advertising creativity? If not, the folks at JKR Automotive Advertising can get you there. We’ll help you reach the masses with a memorable message … and our savvy media buyers and state-of-the-art industry software help you get the most bang for your advertising budget. You’re just a phone call away from a level of success you’ve never experienced. Give Eric Tigner a call today at (321) 397-0777 and get the ball rolling.

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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