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Public Relations

Why a Dealership Needs Public Relations at All Times

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Public RelationsWhy does an automobile dealership need Public Relations? There are actually a number of reasons. In good times and bad, PR is an invaluable tool that can be used to project the best possible image for any store.

 

When times are good, your Public Relations firm can use this to your advantage, getting publicity that will create even more positive momentum to keep things going. That’s the easy, obvious part.

 

Because you are rarely ever forewarned of someone or something that will challenge your dealership’s reputation, it really does pay to have a Public Relations expert at the ready. When something like this occurs, you’re then able to tap into the myriad of contacts the PR firm has acquired (assuming it’s experienced and been around for a good while). Because of him/her, you have a wide array of sources at your disposal to send the exact message you want your community to know.

 

Speaking of that message, the Public Relations professional should be able to tell you the best course of action – in other words, what to say and how it should be said. That’s why it is a good idea to hire a firm that has specific knowledge of the auto industry – they possess specific insight other firms don’t have.

 

Oh, and let’s go back to the topic of experience we mentioned earlier. If this isn’t the PR firm’s first rodeo, so to speak, you will have the confidence of knowing they have probably dealt with something similar in the past. While your situation might not be exactly the same, there is a fairly good likelihood they can “borrow” ideas from previous occasions and apply them to what’s happening with you.

 

You Can’t Beat Our PR Team

JKR’s crisis management team has more than 50 combined years of experience. We understand the impact of every decision made during good times and bad. During those bad times, we ensure the best possible outcome – including the restoration of a dealership’s reputation after a crisis is over.

 

JKR Automotive Advertising: We Move Cars.

 

Position

What is Your Dealership’s Position?

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PositionAs an automobile dealer (or any other business, for that matter), your store has a distinct position in the minds of the consumers in your media market. It’s what you stand for … your niche … what makes you different in the crowd of dealerships in your area. In marketing terms this is frequently referred to as your “position”.

 

In your market, are you known for low prices? The best employees? Helping people with bad credit? The best cars, trucks and SUVs? The best selection? The perfect location? There are a lot of potential positions from which to choose … and the decision you make helps you define the way you do business.

 

About the Position You Choose

The position(s) you choose should then be part of your advertising mix starting today – if you’re not already doing this! After all, the only thing worse than neglecting to market your position is having no position at all.

 

As you formulate your position, always keep in mind that you’re not doing this for yourself; rather, you’re doing it for the people in your market. Why do we say that? Because anyone who comes in contact with your message will ask themselves (consciously or subconsciously) that all-important question: What’s in it for me? If they can answer in a positive manner, you have created something special that will pay big dividends for you.

 

JKR Automotive Advertising can help you find a clear position – maybe even multiple positions that work together – allowing you to stand out amidst the sea of dealers in your area, and giving you a message you’ll be proud to proclaim. Get the ball rolling today by calling Eric Tigner at (321) 397-0777. When you do, you’ll also receive a free advertising report filled with valuable marketing information that will give you just a small sample of our capabilities.

 

JKR Automotive Advertising: We Move Cars.

Telly Award

“Summer Blockbuster” Spot Nets JKR Advertising Telly Award

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Telly AwardFor the second consecutive year, JKR Advertising & Marketing has won a Telly Award in the Local TV & Local Cable category. This year’s prize-winner, called “Summer Blockbuster”, drew widespread acclaim from JKR’s clients and was aired in multiple media markets nationwide.

 

The 30-second spot, which debuted last June, features parody vignettes from several of 2016’s most popular movies along with several impressive visual effects. The award comes on the heels of last year’s Halloween-themed winner, “Deal to Die For”.

 

“Production quality goes hand-in-hand with everything else involved in an advertising campaign,” said Rowe Jones, Vice President of Creative and Production at JKR. “It’s our ultimate goal to achieve results for our clients, but it’s also very rewarding when industry experts recognize our work – and we’re very grateful to have been chosen a winner for the second year in a row.”

 

In addition to Jones, JKR creative and production team members include Kevin Glennon, Jason Hussey, Doug Johnson, Jennifer Lawrence, Jared Maurer, Laquontric Mcghee, Joe Minuni, Jennifer Pavlak, Brittany Scott, Abie Silva, Jamie Smith, Jon Wadley and John Weis.

 

The Telly Awards were founded in 1978 to honor excellence and support creativity in local, regional and cable TV commercials. The Telly is one of the most sought-after awards by industry leaders nationwide, from large international firms to local production companies and advertising agencies.

Automotive Advertising Survey

Automotive Advertising Survey Reveals TV’s Strengths

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Automotive Advertising SurveyA TV automotive advertising survey by the Video Advertising Bureau gave us some eye-opening information on just how much of an impact TV advertising has upon the psyche of a consumer shopping for an automobile. The report is more than 30 pages long, so we’re summarizing it for you here.

 

The study, fielded last November, surveyed 1,000 respondents 18 years of age and up who indicated they are likely to purchase a vehicle (new or used) within six months. Here are some findings that show the many ways TV influences a potential car buyer.

 

∙ TV advertising is relied upon to first learn about particular vehicle brands. When a consumer begins to think about buying a car, TV beats all other forms of media for building brand awareness among every demographic segment.

 

∙ TV has the most influence on which brands the consumer will consider. What are the attributes of each brand, how many brands make it onto the consumer’s list they’ll consider, etc.? Regardless of gender or ethnicity, TV is the clear leader during the consideration process.

 

∙ TV causes the consumer to go to the dealership, a crucial component leading to test drives. How about this stat: One out of every two people surveyed visited an auto manufacturer’s Website after seeing a TV ad. Additionally, they responded that TV ads motivated them to go to their local dealership more than twice as often as any other form of media.

 

∙ TV has the strongest overall influence on a vehicle purchase. Respondents were asked the following question in the automotive advertising survey: “Which form of media do you believe will help influence your final choice of which vehicle to purchase or lease?” Television was again the clear winner.

 

Despite the technological inroads of recent years, TV is still the unquestioned pacesetter of all automotive advertisements. It touches the most people in the shortest amount of time. A skilled advertising agency like JKR Advertising & Marketing ensures a dealership’s ads are seen by the right audience.

 

Automotive Advertising Survey Says …

If your store is not running television advertisements, why not? We at JKR Automotive Advertising can help you decide if they’re right for your dealership … completely free of charge, with absolutely no obligation on your part. At your request, we’ll do a thorough analysis of your media market to see if you’re getting the most bang for your buck from your current advertising efforts. Give Eric Tigner a call at (321) 397-0777. He’ll do the rest.

 

JKR Automotive Advertising: We Move Cars.

Co-Op Process

Navigating the Co-Op Process

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Co-Op ProcessThe monthly automotive co-op process involving an auto dealer and its corporate entity can be a bit challenging. Don’t believe us? Just ask any clerical worker at an automotive dealership that handles its own advertising. Even in the best of circumstances, it’s an arduous process – but it’s also a very necessary one because the auto dealer depends on these dollars for operating and/or future advertising capital.

 

How does the co-op process work? Before anything else, copy is sent to corporate for pre-approval. Why? Because if it’s rejected by corporate, it’s too late to make any changes after the fact … and a simple error like that could cost a dealer a significant amount of money!

 

After the pre-approval is obtained and the advertisement runs for the entire month – on radio or TV – that’s when the fun really begins (we say that sarcastically, of course). This “fun” includes acquiring every invoice from the selected radio and/or television stations … making sure the dates are correct … ensuring that the dollar figures are correct … getting every script with the proper station stamps … making pdfs of video productions … and then sending all this off in a pretty bow to the corporate entity. If there are discrepancies, it requires phone calls and e-mails to station reps to find out why they occurred. There will even be times when numbers are over budget or significantly short, and you have to find out why this happened.

 

If you have ever handled automotive co-op before, you know what it’s like and we’re preaching to the choir.

 

We Handle the Co-Op Process

The ability to navigate the co-op process is just another reason why JKR Automotive Advertising is well worth an automobile dealer’s investment in us. Our billing specialists handle every facet with accuracy and skill – and while no one is perfect, we’re about as close as you’ll find. You’ll love what JKR can do to ease the burden on you! For more information on this or any other automotive advertising topic, contact Eric Tigner at (321) 397-0777.

 

JKR Automotive Advertising: We Move Cars.

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