AUTOMOTIVE ADVERTISING & MARKETING

Automotive Media Buyer

The Benefits of a Savvy Automotive Media Buyer

JKRAdvertising / Auto Industry in the News, JKR Advertising News /

December 8, 2014

A skilled automotive media buyer is worth his/her weight in gold! Without one, it becomes very difficult to devise a successful automotive advertising campaign. After all, there are many media outlets in which a car dealer could advertise … and if you don’t know what makes the most sense for you, it becomes a game of chance.

But why would you want to leave things to chance when, metaphorically speaking, you can shoot fish in a barrel instead? Using software from Nielsen, an automotive media buyer with experience and know-how can tell you how you should divide up your advertising budget. That’s because they know who your audience is, and those very people can be exposed to your message if the budget is used correctly.

Should it be radio, television, Internet, newspaper, direct mail, or something else? Knowing the answers to these questions makes all the difference in the world in terms of the effectiveness of an automotive advertising campaign – or any campaign, for that matter..

As you can tell, these are not simple decisions that can be made by just anyone. That’s why retaining an automotive agency with top-level automotive media buyers like JKR Advertising is such a wise and cost-effective idea for a car dealer, regardless of dealership size or location.

Additionally, the automotive media buyer also saves the dealer from unnecessary stress, because they’ll be able to tell you how much you should be paying for your advertisements – and even know what your competition is paying, too! There’s a great feeling of inner peace when you know you’re getting maximum bang for your advertising buck!

An Automotive Media Buyer … for You?

If you need assistance with your media buy or anything else connected with your advertising (creative, or otherwise), our experienced team of professionals can help you in a hurry! We help our clients gain a huge competitive edge with innovative on-point creative, the lowest ad rates of anyone in your area, and a host of information and they can’t get anywhere else. Call Eric Tigner at (321) 397-0777 to find out more.

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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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