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Richard Brauns

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Holiday Celebration

JKR Enjoys Holiday Celebration to Recognize Fantastic 2023

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JKR recently capped off its incredible 2023 with an unforgettable holiday celebration at Ruth’s Chris Steak House in Winter Park.

For the JKR Partners, the event was a gesture of appreciation for the team’s unwavering camaraderie and collective efforts that propelled the agency to new heights. For the employees, it highlighted the support, guidance and generosity of the JKR partners who made the event possible.

As we acknowledge the success we’ve had in 2023, we also look ahead with optimism for what 2024 will bring us. Here’s to an even more phenomenal year ahead for JKR!

JKR Automotive Advertising: We Move Cars.

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For Many Automobile Dealers, the New Normal is the Old Normal

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The combination of the pandemic, microchip shortage and supply chain issues has created a significant change in the way automobile dealers have conducted business in recent years. In addition, this perfect storm of events has also temporarily reshaped consumer behavior. The end result has been a new normal being established that tilted the playing field in favor of car dealers, giving them unprecedented leverage in the negotiation process.

We all know what hot commodities new vehicles have become, as demand surged to the point where buyers have been willing to order and wait for their desired vehicles.

But as the months pass, it’s becoming apparent that we are witnessing a return to the “old normal” of pre-pandemic levels.

So … Now What?
The first and most important lesson that should be gleaned from any unconventional period in history is this: Dealerships that persisted in advertising during the highest economic peaks – and lowest valleys – are the ones that get the largest market and brand shares when things return to status quo.

Why? The answer is simple. Though the industry continues to ebb and flow, it’s certainly clear that the basic principles of automotive advertising haven’t changed. Being top of mind, possessing a hefty market (and brand) share and aggressively maintaining brand visibility should be among a dealer’s chief ongoing goals, irrespective of the current economic climate.

Things are Still Positive
Let’s be honest: It’s more difficult and takes more work to sell a car today than it did at this time last year – or even six months ago. Restocked inventory, rising interest rates and an uncertain economic forecast have many dealers less optimistic about the remainder of 2023 and 2024.

But most of those concerns were also present 3-4 years ago. And as things return to the pre-COVID “old normal” levels, stop a minute and remember that those days were generally regarded as pretty good ones.

It’s December. Use What the Manufacturer Gave You!
Make sure you’re taking full advantage of the co-op dollars available to you, especially as the year ends. And don’t forget that if yours is like most brands, it likely follows a use-it-or-lose-it policy.

Contact us today at (321) 397-0777 if you aren’t sure what funds you have available and we’ll be happy to walk you through the co-op process. Remember … you must do it soon to make full use of your 2023 allotment.

JKR Automotive Advertising: We Move Cars.

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JKR Partners Brauns and Albert Share Insight in Prominent Business Website Articles

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JKR Partners Richard Brauns and Jon Albert have been in the news a good bit in recent weeks. Their thought leadership has been featured in articles found in some of the country’s most recognized business Websites, as they offer invaluable insights into various aspects of the automotive industry.

JKR Partner Richard Brauns
Brauns’ expert analysis is prominently highlighted in a Yahoo! Finance article, delving into the expenditure habits of the average American when it comes to their automobiles. This insightful piece provides a comprehensive overview of the financial landscape surrounding vehicle ownership and consumer spending patterns.

Brauns’ expertise also extended to a GoBankingRates.com article, where he discusses the right and wrong times for purchasing a pre-owned car. This advice provides helpful knowledge to readers navigating the complexities of the pre-owned car market, guiding them toward making informed and advantageous purchasing decisions.

JKR Partner Jon Albert
Meanwhile, Albert showcased his in-depth knowledge of the ever-growing electric vehicle (EV) market. His insightful analysis on Tesla ownership is prominently featured in Nasdaq.com, as he sheds light on the nuances and considerations involved in owning a Tesla vehicle — including some surprising ways Tesla ownership can save its drivers money.

Additionally, Albert lent his expertise to an article for Ward’s Auto, discussing the emerging landscape of EV subscription services. In it, he discusses the concept of subscription services, addresses consumer skepticism, and concludes that some subscriptions could be worthwhile depending on the driver’s needs and preferences.

Want this kind of expertise in your corner? Give JKR a call today at (321) 397-0777 and learn about what we can do for your store!

JKR Automotive Advertising: We Move Cars.

Driving Customers Away

Why Your Website Could be Driving Customers Away

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A dealer’s Website is designed to drive sales, but if it’s not presented correctly you could be driving customers away instead. In the current digital age, the “online dealership” is an integral part of the way a dealer does business. The best ones strike the perfect balance between collecting valuable information and providing a seamless browsing experience. Sadly, though, many dealership Websites miss the mark, leading to frustrated potential customers who ultimately opt to abandon their online search. In this post, we’ll explore the issues that hinder the online car-shopping experience from the customer’s point of view, and discuss what can be done to offset them.

The Online Customer Objectives
When a customer visits your Website, they typically have one of the following four objectives in mind: (1) Browse your current inventory; (2) Get an approximate trade-in value; (3) Get potential finance information; and (4) Schedule a service appointment. The fourth one is not applicable for the purposes of this blog, so we’ll focus here on the first three.

The Pitfalls of Overly Complicated Websites
Most of today’s dealership Websites make it difficult and frustrating for customers to achieve the objectives we listed above. Here are a few of the common issues we see, over and over again.

(1) Annoying pop-ups. Seeing a pop-up once is not bad, but if it continues to appear each time someone navigates their way to a new page, it quickly leads to irritation.
(2) Excessive information/Overwhelming Information Requests. Requiring too much personal information upfront – and online – can deter potential customers. People are reluctant to share sensitive data online and often aren’t willing to spend the time to enter in a large amount of personal data.
(3) Complex navigation. Overly complex Website navigation systems can make it more of a challenge than it should be for customers to quickly find out what they’re seeking.
(4) Button overload. Too many call-to-action buttons placed haphazardly on a dealer’s Website can leave a potential customer confused and irritated.

The Consequences of Customer Frustration
When your customers encounter these obstacles, their frustration level rises. They can leave your Website feeling like they’ve wasted their time and might even question its trustworthiness. And the worst part of this is, because this interaction occurs online, you’ll never get the chance to engage in person with these would-be potential buyers.

Remember, your dealership Website is your digital showroom, and it’s where many potential customers will form their first impressions of your business. By addressing the common issues that frustrate visitors and simplifying their online journey, you can enhance the user experience and don’t have to worry about driving customers away – the last thing you’d ever want to happen.

JKR Automotive Advertising: We Move Cars.

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Beyond the Web: The Real Origins of Internet Leads

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Have you ever wondered about the real origins of Internet leads your dealership receives? Think about this: your customers are exposed to multiple touchpoints – online and offline – before they get to the point where they’re ready to buy – and your dealership’s online leads are no exception.

It’s easy to just assume that someone discovered your dealership through an Internet lead or even a Google search, but the reality is that dealers should look beyond just the World Wide Web.
The truth is, when a customer responds directly to an Internet lead, their journey to that point in time often begins offline with something else driving them there. It could be the captivating jingle of a radio advertisement, the visual impact of a TV commercial, the recommendation of a trusted friend, someone reading the dealership nameplate on the car in front of them at a traffic signal, or even someone searching for a dealership selling your brand through an online map service. These avenues act as catalysts, sparking curiosity and prompting individuals to seek further information online. In other words, while the Internet provides a vast array of platforms to engage potential customers, it is quite often not the initiator of the actual journey itself!

Why This Matters
When you understand the origin of Internet leads, you are better able to plan, project and allocate to get the biggest bang for your proverbial buck.

Knowing the true sources of your leads allows you to invest more in channels proven to drive leads, and make the necessary adjustments to the ones suddenly exposed as being less effective than you may have initially thought.

You only know for certain that you have a successful Internet lead when that person actually engages with you. And when you can be sure your Internet leads are truly authentic, your number of good leads goes up and your spend decreases because you’re ridding yourself of the hidden waste. And if/when this happens (we can show you how to make it happen), will your store be ready? An upcoming blog post will tell you how to be sure you’re prepared, because most Websites actually deter leads from becoming real customers.

The Takeaway
So remember, while the Internet plays a crucial role in attracting leads to your dealership’s Website, it’s also vital that you recognize the multifaceted nature of the customer’s overall car-shopping experience that got them there.

When you acknowledge and optimize all these different and diverse channels so they work in concert together, you’ll enhance your dealership’s online presence, maximize its potential and, most important, sell more vehicles.

If this blog has you curious … or even left you with a question or two you’d like us to answer, please feel free to give us a call at (321) 397-0777.

JKR Automotive Advertising: We Move Cars.

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