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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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Peel Back the Curtain on Your Digital Ad Spend

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Many automobile dealers don’t really understand what they’re buying when it comes to their digital ad spend; they just know they need it. Because they’re so busy selling cars, they don’t have the time to fully research or comprehend the intricacies of online technology. As a result, they don’t know where their ads are running or how to measure their success.

This lack of knowledge can lead to wasted money and effort and, in a lot of cases, excessive levels of frustration. It’s not unlike how car customers felt decades ago; they didn’t know how much profit the dealer was actually making on their transaction; they just knew they needed a car. It’s this feeling of “flying blind” that is so unsatisfying – and no dealer wants to feel as if they are being high grossed by vendors. To bridge the knowledge gap, dealers depend a great deal upon their advertising agencies. And while they can be invaluable partners, the dealer’s lack of understanding leaves them vulnerable to miscommunication, a lack of transparency regarding a campaign’s effectiveness and, worst of all, being severely overcharged.

It doesn’t have to be that way! Your current digital advertising provider should be able to peel back the curtain for you and show you what they’re doing, tell you why they’re doing it and, most important, justify the fees they charge. Ask them for data that justifies the fees … and then make sure you understand it.

For example, does your store do Google VLAs, the paid ads appearing in search results? It’s very possible the answer is yes. But how do you know if you’ve been getting a good deal? Make a request to your vendor to explain how they are helping you reach your goals, then ask them what they’re paying for the VLAs and how much mark-up there is passed along to you. In addition, ask them to provide you with their CPM (cost per thousand) and their exact demographic information, so you can discover how they get the statistics they’re showing you. You’ll likely be surprised at what you’ll find, and we can confidently say there’s a very good chance you’re paying more than you should for your digital ad spend.

If you discover that this is, indeed, the case, we’d love to have a chat with you! JKR Automotive Advertising will never hide anything from you; our pricing structure features complete transparency, and we have the industry software necessary to back up all our decisions. We provide each client with in-depth reports about our work for them, every time. You can count on us to always be honest and upfront with you.

Why do we do things differently from everyone else? Because we are different.

Having Trust Issues?
If you cannot say you completely trust your online advertising vendor, you owe it to yourself to ask questions! And if you don’t get the answers you want, JKR Automotive Advertising stands ready to help!
When you let JKR become your strategic advertising partner, you’ll reap the rewards in the form of increased sales, as well as a surge in foot traffic and Website visits. Best of all, we achieve fast results for our clients, who then wonder how they ever got along without us. Call us today at (321) 397-0777 to get things started.

JKR Automotive Advertising: We Move Cars.

University Kia

Hard-Working Staff, Creative Advertising Keep University Kia Atop Alabama Kia Dealer New-Car Sales

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It isn’t uncommon for longtime JKR client University Kia in Huntsville, Alabama to be at the top of local, regional and state sales numbers in terms of new Kia vehicles sold. After all, it’s something they’ve been doing it for years!

July was no exception, as they took first place not only in their district, but for the entire state of Alabama – selling 21 more new Kias than their next-closest competitor. We congratulate them for achieving yet another impressive sales milestone.

Among the many things that separate University Kia from the competition is its exceptionally creative TV ads, which have gained the dealership widespread local acclaim. Managing Partner Arthur Seaton and his son Ajay have become celebrities in our area, to the point where Arthur was featured on the “Tennessee Valley Living” show, which airs on WAFF-TV in Huntsville. The segment was so popular that, three months later, he appeared again on the program.

July’s unique commercials included a “Summer Blockbuster” theme, as well as a shorter “Shockingly Easy Credit” spot.

These unique ads are just one of the ways we keep University Kia connected to the people in the greater Huntsville area. To find out more – and specifically, how JKR Automotive Advertising can help you achieve similar results – give us a call today at (321) 397-0777 or visit www.jkrads.com.

JKR Automotive Advertising: We Move Cars.

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Key Ingredients of an Automotive Spot, Part II: What’s the Ideal Automotive Spot Length?

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The subject of the ideal automotive spot length should be closely examined before executing a monthly advertising campaign. It is certainly an important factor when predicting and, ultimately, gauging the effectiveness of conveying the intended message to the target audience. Here at JKR Automotive Advertising & Marketing, we’re often asked about this very thing.

While there isn’t a one-size-fits-all answer, there are factors to consider when determining the proper duration.

Radio and television spots are generally either 15, 30 or 60 seconds long and, of course, vary in price depending on duration, among other factors. So … should a dealer opt for a longer spot that allows for more information; or should they choose a shorter spot that could perhaps be given more airplay due to the cheaper rate? Let’s discuss!

Pros and Cons of a :15 Spot
One of the unique uses of a 15-second spot is utilizing them as “bookends”. It’s essentially a 30-second spot broken up into a pair of 15-second ads, which helps combat a frequency issue with a dealer whose budget might be smaller than some others. On the negative side, research has shown that the recall abilities of consumers are lower with a :15 spot than that of its longer counterparts.

Pros and Cons of a :30 Spot
For starters, the obvious: A 30-second spot will be less expensive to air and produce than a 60-second spot, and 30 seconds is ample time to get your message across in many instances. In the case of an automobile dealer with co-op guidelines to follow, it may be difficult to get all pertinent information into a spot, add in the elements to make it co-op eligible, and still achieve some degree of creativity.

Pros and Cons of a :60 Spot
Other than price, there really is no downside to a 60-second spot. They provide more room for creativity and storytelling. Advertisers can take their time to develop a narrative, engage viewers emotionally, and captivate their attention for a longer duration. The extra half-minute can be particularly impactful for campaigns with a specific target audience or spots requiring specific co-op terminology to be compliant.

What’s the Answer?
Ultimately, the best length for an automotive spot length – Radio or TV – depends on the specific circumstances, budget and objectives of the advertising campaign. If you’re unsure what’s best for you, give JKR Automotive Advertising a call today at (321) 397-0777 and we’ll help you come to the correct decision.

In our next blog, we’ll continue highlighting the elements that make up a great automotive advertisement. This time, we’ll take a closer look at automobile dealers who choose to be the spokespeople for their stores.

JKR Automotive Advertising: We Move Cars.

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April 2021 Featured Client Kia Autosport Pensacola

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Kia Autosport Pensacola 6637 Pensacola Blvd. Pensacola, FL (888) 512-0124 https://www.kiaautosportpensacola.com/

Congratulations to the team at Kia Autosport Pensacola! 2020 was their best year since 2014! With JKR’s help and their talented team’s hard work, we look forward to a record-breaking 2021!

“Whether you’re from Pensacola, Milton, FL, Bellview, FL, Pace, or Gulf Breeze or anywhere in between, you can rest assured that when you shop for a new or used Kia, you’re shopping for quality and reliability, no matter which model appeals to you.”

They offer an onsite service center. Their team is well-versed in everything automotive and utilizes the latest Kia Parts. So, you can count on routine maintenance and timely repairs when they’re needed.

This belief is what helps them stand out from the crowd! “We know our job isn’t finished until you’re completely satisfied.”

April 2021 Featured Client Kia Autosport Pensacola

Kia Autosport Pensacola 6637 Pensacola Blvd. Pensacola, FL (888) 512-0124

Learn how you can see your dealership’s sales increase as well. Contact JKR today by calling us at (321) 397-0777 or email carguys@jkrads.com. We want to discuss your dealership goals today.

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