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Automotive Marketing

Is Your Dealership Reaching its Entire Addressable Audience?

Is Your Dealership Reaching its Entire Addressable Audience?

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Statistics show that during the time an average American spends consuming media each week, about 70% of it is still currently ad-supported. This is great news for those who remain committed to advertising on traditional radio and television.

 

But it should also make a dealer ask the following question: Where are these people going when they’re not listening to AM/FM radio or watching local or cable TV … and how can I reach them with my dealership’s message?

 

Some are watching subscription services like Netflix or Amazon Prime; and unfortunately, they cannot be reached because there are no advertising opportunities available there. But the good news is that there are plenty of ad-supported media outlets that do allow you to reach these individuals. Pandora, Spotify, Sirius XM, iHeart Media and SoundCloud are among these options.

 

The current catchphrase being used to describe how media consumers are reached is “Addressable Audience” and it is exactly what the term implies. It’s the subset of the number of users that advertisers – in this case, automobile dealers – are able to reach with their message. Recent research suggests that about 92% of the total audience is addressable in one form or another at various points in their days.

 

“Knowing your audience – who they are, what they like and how they spend their time – helps auto dealers make smarter advertising decisions,” says Josh Mustachi, Director of Sales at Pandora. “It is worth the extra effort to do research before committing your ad budget to make sure you’re getting your message to the right people at the right time.”

 

 

Important Factors to Consider

When your dealership is being “pitched” by an ad agency, be sure to ask if the statistics they’re showing you are based on Total Audience or Addressable Audience. There’s a marked difference between the two, as Total Audience includes the consumers who cannot be exposed to brand messages. So if they can’t answer that question with “Addressable Audience”, ask for a breakout of Addressable Audience only. If they can’t provide it, they aren’t capable of giving you the real numbers you need to make an informed decision.

 

 

Another important factor in choosing the right advertising is determining what’s known as “Share of Ear”. It’s not only about how many consumers there are; it’s also about the amount of time spent with each media source!

 

 

Help is Available

What options are right for your dealership? You won’t know without the data and research your advertising agency can give you. Lean on them heavily; they’re a great resource to help you determine not only what segment(s) of the Addressable Audience you should target – but also the most efficient way to reach them.

 

JKR Automotive Advertising: The car dealer ad agency.

Rolling Stone: Radio Still Matters … a LOT

Rolling Stone: Radio Still Matters … a LOT

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In a recent article found on Rolling Stone‘s Website entitled “Rap’s New Generation Took Over, Rock Ruled the Road and Radio Still Mattered”, the iconic publication discussed many of the current music trends of 2018.

 

In the section discussing radio, it says the following: 228.5 million Americans still turn on a radio each week, far more than the 68.5 million who use streaming audio, and 49 percent of respondents to a listener survey said they found new music on the radio, easily outpacing the 27 percent who found music through “online music services.”

 

For car dealers, this means radio is just as it’s always been … a cost-effective way to reach people of all ages with your dealership’s message. If you’d like to know more about how your dealership can benefit from automotive radio advertising, give Jenny Gray a call today at (225) 603-5915.

 

JKR Automotive Advertising: The car dealer ad agency.

 

Getting Better at CSI Surveys

Getting Better at CSI Surveys

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Like them or not, CSI surveys are not going away anytime soon. Part of the reason for this is, quite frankly, because no one has come up with a better idea. No one disputes that a customer having a positive experience at a dealership should be everyone’s ultimate goal – and this experience is critical to both the long- and short-term success of both franchisor and franchisee. But from a dealer’s perspective, the current CSI survey system is flawed and can often work to their detriment.

 

Many dealers often make the valid argument that about 90 percent of CSI surveys aren’t ever filled out and frequently it’s only the small handful of dissatisfied people who actually do decide to respond – so you don’t get a real, authentic sampling of shoppers. Others argue how unfair it is that any score short of a perfect 10 is a failing grade according to the manufacturer – even something in the “very satisfied” range isn’t acceptable. So they say, Armed with all this knowledge, how could a brand’s corporate entity place such an emphasis on these imbalanced CSI surveys, even going so far as using them as deciding factors on perks such as dealer incentives and vehicle allocation?

 

While the present-day CSI survey setup isn’t what dealers would like it to be, there are things that can be done to help improve these scores.

 

∙ Follow up. When you do, ask questions pertinent to the CSI survey. This is also the perfect time to not only thank them again for their business, but also to remind them of the survey and how important it is to the dealership and its employees. (Note: If any issue is brought to your attention during this follow-up, direct all concerns immediately to the appropriate member of management to get it resolved ASAP.)

 

∙ Make it easy. Whatever you can do to make the customer experience easier at all touch points, do it. The fewer hoops a customer has to jump through, the happier they’ll be.

 

∙ Train your staff. Make sure each employee understands his/her role at your dealership. They should realize that, no matter where they are on the proverbial company flowchart, their job is important and they play a part in the overall team effort to ensure a successful CSI survey.

 

∙ Create value. Even if you aren’t the cheapest dealer in town, as long as your customers feel their overall experience was one in which they received good value for what they spent, they’ll give you a favorable rating.

 

∙ Be available. Make sure customers can always talk with someone who can help them and avoid sending them to voicemail as much as possible. It’s about having enough respect for the customer that you aren’t willing to waste their time.

 

What is your dealership doing to improve its CSI survey scores? Ultimately, it comes down to having the right employees and systems in place that will help you deliver the best customer experience possible.

 

JKR Automotive Advertising: We Move Cars.

JKR Advertising Wins Telly Award for Third Straight Year

JKR Advertising Wins Telly Award for Third Straight Year

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For the third consecutive year, JKR Advertising & Marketing has won a Telly Award in the Local TV & Local Cable category. This year’s prize-winner, called “Summer Blockbuster 2017,” has drawn widespread acclaim from JKR’s clients and was aired in multiple media markets nationwide. The ad can be viewed here.

 

The 30-second spot, which debuted last June, features parody vignettes from several of 2017’s most popular movies along with several impressive visual effects. The award comes on the heels of last year’s award recipient, the original “Summer Blockbuster”; and 2016’s Halloween-themed winner, “Deal to Die For.”

 

The Telly Award is the premier prize honoring video and television across all screens. Established in 1979, The Telly Awards receives over 12,000 entries from all 50 states and five continents. Entrants are judged by The Telly Awards Judging Council – an industry body of over 200 leading experts including advertising agencies, production companies, and major television networks.

 

“It is always our goal to create advertisements that produce results for our clients. That’s what drives us to be our best each day,” said Joe Minuni, Production Director at JKR. “But it’s very special to have a panel of leading experts judge our work against some of the finest agencies in the world and decide we’ve earned such a coveted award for three years in a row. It is truly a testament to our entire creative team – from initial concept to final production.”

 

In addition to Minuni, JKR creative and production team members include Christina Arnold, Kevin Glennon, Jason Hussey, Rowe Jones, Jared Maurer, Laquontric Mcghee, Jennifer Pavlak, Abie Silva and John Weis.

 

JKR Automotive Advertising: We Move Cars.

2018 Discontinued Cars Reaffirm Shift to Trucks & SUVs

2018 Discontinued Cars Reaffirm Shift to Trucks & SUVs

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Discontinued cars … it seems like there are an inordinate amount of them this year, especially in the wake of Ford’s recent announcement that it will no longer sell cars except the Mustang and Focus in North American beginning in the near future. Out of the 14 discontinued cars already announced, only three – the Volkswagen Touareg, Jeep Patriot and Infiniti QX70 – fall into the crossover/SUV category. One other, the Nissan Quest, is a minivan. All the rest are cars.

 

Some are universally well-known, while others just never seemed to catch on with consumers. But ultimately, the drop in gas prices and improvement in overall fuel economy have led customers to more often choose crossovers, pickup trucks and SUVs. This trend began in late 2014/early 2015 and has continued to the current day. Ford is even bringing back the Ranger pickup for the 2019 model year and the Bronco SUV for 2020.

 

Complete List of Discontinued Cars

Buick (Verano)

Chevrolet (SS)

Chrysler (200)

Dodge (Viper)

Hyundai (Azera)

Infiniti (QX70)

Lexus CT 200h

Mercedes-Benz (B-Class Electric Drive)

Mitsubishi (i-MiEV and Lancer)

Nissan (Quest)

Smart (ForTwo)

Volkswagen (CC and Touareg)

 

As mentioned earlier, customer preference toward trucks and SUVS has been obvious for a long time; that’s why, in recent years, Dodge has shrunk its lineup of cars down to only the Charger and Challenger. Through March of this year, the top-selling vehicle in the United States (according to Reuters) were: 1. Ford F-Series; 2. Chevrolet Silverado; 3. Nissan Rogue; 4. Ram Pickup and 5. Toyota RAV4. It isn’t until the sixth slot where the first car shows up on the list – predictably, it’s the Toyota Camry.

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