AUTOMOTIVE ADVERTISING & MARKETING

Automotive TV Spot

A Great Automotive TV Spot: If They See It, They Will Come

JKRAdvertising / TV Advertising /

May 28, 2014

A great automotive TV spot is still the unquestioned king of all automotive advertisements. It touches the most people in the shortest amount of time. A skilled advertising agency like JKR Advertising & Marketing can help ensure it is seen by the right audience.

It brings all senses into play with the combination of sight, motion and sound … something no other media can provide. And despite what you might think, it is actually right at the top of the most cost-effective media sources out there when you remember that all advertising is based on impressions.

Automotive TV Spot Facts & Stats

When you retain JKR as your automotive advertising agency, your dealership’s great automotive TV spot will be seen, and it will get results. Just as the headline indicates, if you produce it, they will come! Sometimes they’ll see your advertisement and buy a car from you; other times your ad will lead them to your dealership’s web site to find out more about you and your products. But either way, the great automotive TV spot was the major influencer driving the customer’s action.

Nielsen research shows that Americans still watch 4.5 hours of television each day. When multiplied out, that’s more than two months out of each year! Ready for more data? 99 percent of Americans own at least one TV set, and the average American home contains 2.24 of them. The average American home has at least one TV set running for 6 hours, 47 minutes per day.

FREE TV Advertising Review

Many auto dealers spend millions on their dealership facilities, then decide to cut corners when it comes to getting people to go there. But that’s the beautiful thing about JKR Automotive Advertising; our clients don’t have to sacrifice anything! Our in-house TV production studio allows us to quickly and cost-effectively create an automotive TV spot of the highest quality. Call us today at (321) 397-0777 or fill out the form on this page 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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