Businesses don’t fail. Leaders do.
Failure in business is almost never a failure of business. It’s a failure of leadership.
Studies from Harvard Business Review and others have proven that managers frequently attribute their successes to their own efforts and their failures to environmental factors. Failure, though, is frequently avoidable with enough insight and effort, regardless of what’s going on in the industry.
So if your new-car sales are suffering this year – if you’re behind the natural market share for your brand (compare your numbers with the chart below) – ask yourself why and how you can fix it. Because failure can be avoided with the right approach.
The right approach
What is that approach? Looking at the data that matters.
We’re inundated with data today. But not all of it matters. Look at what the relevant data says and follow the findings. With very little research, you’ll see that the data is pretty clear: Traditional, proven media is the single most effective form of advertising. New agencies will try to sell you on digital, but the truth is, you won’t accelerate intenders or conquest competitors’ intenders – the only two ways to sell cars – by getting people to your website and viewing your Facebook page.
Traditional media creates buyers. Digital advertising can never create buyers; it can only steer them in your direction if they hear about you on traditional media first.
Traditional media first
You simply must create a presence that precedes digital. Radio and television allow you to do that. The American Marketing Association, which impartially analyzes every media type, concludes:
Overall, the results make it clear that traditional advertising remains a critical ingredient in company success. It has a direct and indirect positive impact on customer acquisition and brand equity. In fact, it is the most effective approach to growing new customer acquisition, brand awareness, and brand consideration.
- The experts to trust. No one knows traditional advertising better than JKR. We handle everything in the process from designing your creative ads to buying media at a great rate, generally negotiating a rate at 70% of the average market cost.
- By increasing your reach and frequency, your dealership becomes top of mind. Letting JKR handle your advertising will increase your market share.
- The data backs us up. To find out more, call Jennifer Bullock today at (337) 781-6740 or e-mail her at jenniferb@jkrads.com.
- JKR Automotive Advertising: The car dealer ad agency.
Today more than ever, traditional AM/FM radio continues to be a cost-effective advertising option for America’s automobile dealers. Because of this, a tremendous working relationship has developed between iHeartMedia and JKR Advertising & Marketing … leading to the media giant honoring the automotive advertising leader as one of its top partners.
If you’ve read any automotive trade journals or financial magazines over the last ten years, you’ve seen dozens of sky-is-falling articles proclaiming that the world has reached “peak car,” and lamenting that we’ve seen as many cars on the road as we’ll ever see again.
If you’ve always wondered what your customers are thinking but don’t have any definitive answers, a recent Edmunds “Car Shopping Trends” survey is an interesting place to start. What’s on their minds before and during the purchase process? The report polled 500 in-market car shoppers across the United States and here are the highlights.