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Radio Advertising from a Customer Viewpoint

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When you prepare your radio advertisements from a customer viewpoint, that is, being cognizant of how they’ll process your ad as they consume it, you’ll have a greater chance of achieving success. And as you’ll discover as you read on, this is more important today than ever!

There are some fundamental things that customers have in mind as they begin their search for a vehicle. These include whether they should shop for new or pre-owned; do they want a car, truck or SUV and which one fulfills their needs; can they afford the payment (think: getting the best deal possible); and which dealerships/dealer Websites to visit during their search. You should always create your advertisements with these things – the customer viewpoint – in mind, especially knowing they shop for cars differently these days than in years past.

Consider a recent Cox Automotive study that found, on average, most car shoppers consider just two vehicles and visit only two dealerships. This is remarkable when you consider that only one out of every three buyers know exactly which car they want before beginning the shopping process.

The Not-So-Secret Ingredients
So how do you do what you can to increase the likelihood that your dealership is one of those two? Let’s start with this: you need the proper amount of reach and frequency. Second, you need an enticing offer good enough to produce action. Next, a cleverly written ad or catchy jingle helps. And finally, your radio advertisements should create a sense of urgency in the mind of the potential customer.

Need a New Direction? We Can Help.
Now that you understand radio advertising from a customer viewpoint, stop and consider if your current advertisements are on point – or do you need to re-evaluate things a bit? If you need assistance or can’t immediately say yes, we’d love to have a chat with you. Call Jon Albert at (407) 718-2494 or Richard Brauns at (407) 701-4233 for a complimentary review of your advertising strategy. You’ll be amazed at the information you get from a brief, no-strings-attached talk with our industry experts!

JKR Automotive Advertising: We Move Cars.

Complaints

Don’t Discuss Customer Complaints with Them Online

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Today’s social media landscape has changed the way customers deal with their complaints about a particular product or service they’ve received. This is no different in the automobile industry. And when a potential customer looks for reviews of a business online and finds negative ones, it can have an effect on the company’s reputation and can make that person decide to shop elsewhere.

it or not, people go out of their way to look for bad reviews. The vast majority of customers want to know about a company’s shortcomings, real or perceived, before doing business with them. Also, the unfortunate fact of life is that people are more likely to leave a negative review than a positive one. Why? Because negative reviews – complaints – are inspired by emotional responses!

Then, consider this bit of information, which makes these negative reviews all the more concerning: More than 80 percent of the adult population trusts online reviews as much as they would an in-person recommendation.

Tread Lightly
Knowing this, it is imperative that you react to complaints promptly and with 100% sincerity … but do not get into a discussion with a customer about their issue on social media. However, it’s OK (and even recommended) to ask them to contact you privately! A brief, public response indicates to those who read it that you do care and are paying attention. You are sorry they are unhappy and want to resolve their issue … and you sincerely thank them for the opportunity to serve them. But after that, private communication is a must!

Despite an automobile dealership doing its best to demonstrate care and proactiveness, engaging a customer online risks drawing others’ attention to a negative experience. If, for whatever reason, the public response to the customer’s complaint doesn’t immediately solve their problem, this could lead to excessive, unnecessary responses, not only from the upset customer but also from others. And a sudden influx of negativity can dominate a brand’s social media presence and cause all sorts of headaches for a dealership!

But when you offer a sincere apology and an invitation to continue the conversation using a “closed response” strategy and inviting further conversation via private channels, any additional damage is effectively mitigated. And when you take care of complaints in the right way, these customers often become your biggest future advocates!

JKR Automotive Advertising: We Move Cars.

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Co-Op Compliance: A Crucial Element in Automotive Advertising

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In the realm of automotive advertising, co-op compliance stands as a major cornerstone for the success of most new-car dealerships. As most dealers well know, co-op reimbursement dollars from their brand’s corporate entity play a pivotal role in fueling their advertising efforts. These funds provide the necessary resources for reaching out to potential customers effectively, ensuring the effectiveness of their advertising campaigns.

Relieving the Burden
Dealerships are well aware that creating a “co-op-able” advertisement involves adhering to specific guidelines; and the failure to meet these criteria can lead to the rejection of co-op claims. Moreover, the process of obtaining co-op dollars involves a meticulous pre-approval and paperwork submission procedure, adding complexity to an already demanding task.

At JKR Automotive Advertising, our specialists understand the challenges dealers face in navigating the co-op compliance landscape … and we make it a point to stay on top of each change so we can be proactive rather than reactive.

JKR streamlines the co-op compliance process by ensuring that all creative content aligns with corporate guidelines, making the dealership eligible for co-op dollars entitled to them. Additionally, we take on the responsibility of co-op submission, relieving dealers of this time-consuming task.

Co-Op Guidelines Don’t Affect Our Creativity
One of the key benefits our clients appreciate is that while we operate within co-op guidelines, it doesn’t stifle our creativity. Despite the regulatory framework imposed by corporate entities and the time constraints inherent in advertising, JKR continues to produce compelling advertisements that resonate with consumers, driving viewers and listeners to buy cars.

How Can We Help YOUR Dealership?
What can JKR Automotive Advertising do for you? We free up your time by handling the everyday aspects of co-op compliance, allowing you to focus on what you excel at – selling cars! We alleviate the stress and complexities associated with the co-op pre-approval and submission processes, ensuring you receive your reimbursement promptly. In essence, we simplify the process for our clients, making their advertising journey smoother and more efficient than ever.

JKR Automotive Advertising: We Move Cars.

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New Studies Show Radio Advertising Effectiveness Still Very High

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We have discussed the subject of radio advertising effectiveness in previous blogs; however, it’s one that deserves repeating every now and then. It’s important that automobile dealers – and for that matter, any company looking to advertise – to understand that the common perception of radio advertising is far different from reality.

That’s why we are big fans of a recent article found on adresultsmedia.com. The statistical data and sound logic doesn’t lie; in fact, it shows that AM/FM radio should be a significant part of a successful dealer’s advertising strategy.

Marketing Professor Mark Ritson believes this false narrative isn’t being done on purpose but it still persists. “There is increasing global evidence that marketers are basing their media choices on their own behavior … (and) the first law of marketing is that you are not the market. You are an urban, professional, well-paid media executive.” In other words, personal feelings should be taken out of the equation when advertising strategies are planned.

The bottom line? AM/FM radio advertising effectiveness cannot be denied when the real numbers are examined. It’s the most cost-effective form of broadcast media. It has a far larger audience than podcasts, ad-supported Pandora or Spotify, and ad-supported Sirius XM. In addition, recent Edison research says that AM/FM’s reach has expanded among Gen Z consumers, reaching 55% of those in the 13-24 age bracket. Further, a whopping 84% of those 55 and up are reached each week by radio, while a similar number (83%) are tuning in weekly to AM/FM radio.

AM/FM radio is also fantastic at driving potential customers to a dealer’s Website. In fact, a LeadsRX/iHeart study showed that 40-plus radio ads per day in a given media market resulted in a massive 55% increase in automobile dealer Website traffic!

So if you aren’t advertising on radio, you are missing out on a fantastic opportunity to change the fortunes of your dealership. No other broadcast media option can give you the combination of reach and frequency like radio can – and it can do it in a way that you can afford.

Contact Richard Brauns (407) 701-4233 or Jon Albert (407) 718-2494 today for a complimentary automotive advertising and marketing review. We’ll explain in detail why harnessing the power of radio is such a game-changer for automobile dealers.

JKR Automotive Advertising: We Move Cars.

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Making Waves: Kia of Old Saybrook’s Successful Switch from Cable to Radio Advertising

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In the always-evolving landscape of automotive advertising, making the right choices is vital to a dealership’s success. Landon Sock, owner of Kia of Old Saybrook in Connecticut, recently took a leap of faith by making waves, switching from cable to radio advertising, and the results have been nothing short of impressive.

Initially hesitant about the transition, Sock trusted the advice of JKR Senior Partner Richard Brauns, a decision that has proven to be a game-changer for his dealership. The move to radio advertising has paid off handsomely, with January marking the dealership’s first time on the airwaves. In a month where many dealerships struggled, Kia of Old Saybrook experienced an immediate surge in sales, boasting a 50% increase as soon as JKR’s suggested advertising campaign was implemented.

Brauns is quick to point out that Kia of Old Saybrook’s successful transition to radio doesn’t negate the value of cable – or television in general – in automotive advertising in every case. He explains that each client’s situation is unique, and the effectiveness of a marketing strategy depends on a number of factors, with reach, frequency and overall cost leading the way. “It isn’t always about who spends the most; it’s about who spends the smartest,” says Brauns, highlighting the importance of making informed decisions in the competitive world of automotive sales. “Spending big doesn’t guarantee attention; it’s about creating campaigns that reach consumers and resonate with the target audience.”

Need Some Direction?
Because Americans are inundated with advertisements on a daily basis, it’s crucial to stand out and connect with potential buyers. For dealerships navigating these changing times, JKR’s experience and expertise is as important now as it’s ever been. If you’re curious about what JKR can do for your dealership, especially in the changing landscape of automotive advertising, don’t hesitate to reach out. Give us a call today at (321) 397-0777 to explore tailored solutions that align with your dealership’s goals and ensure you’re spending your advertising dollars wisely.

JKR Automotive Advertising: We Move Cars.

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