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Four Successful Commercial Ingredients

Four Successful Commercial Ingredients

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Four Successful Commercial IngredientsThere are four successful commercial ingredients that are found in the best automotive advertisements. If you have all four, customers will come to your dealership in large numbers. However, if you leave even one of them out of your automotive advertising, you will have significantly lessened its effectiveness. So … are you ready to find about the four successful commercial ingredients? Here we go.

First, the commercial must be intrusive enough to break through the clutter. (Radio is considered intrusive because, while you can close your eyes, you can’t close your ears. Words, slogans and jingles are also intrusive because they make people stop and take notice.)

Second, your advertisement must present clear reasons why a prospective customer should want to buy your products and services. Enough said on this one.

Third, there must be a special offer; but not just any special offer. It must be good enough to entice someone shopping for a car to come to your dealership. Actually, scratch that; in reality, it should be good enough to entice people who aren’t even looking for a car to come to your dealership!

Last, your advertisement should be time-sensitive to be its most effective. As a whole, car dealers are typically pretty good with this one. Here’s the thing: If there isn’t some degree of urgency that strikes the consumer, there is no reason for them to rush to your store. Why? Because they figure they can get the same deal next week … or next month … or whenever they are ready.

Do Your Ads Have What it Takes?

Do your commercials feature the four successful commercial ingredients? If not, it’s time to contact the experts at JKR Automotive Advertising. When you call Eric Tigner today at (321) 397-0777, you’ll find out how to make a positive change to your advertising and marketing efforts. In addition, you’ll also receive a FREE advertising review, the findings of which may just surprise you!

JKR Automotive Advertising: We Move Cars.

HD Radio

HD Radio Enhances AM/FM Signal

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HD RadioYou might say that HD Radio has become AM and FM radio’s proverbial wingman. With the emergence of Pandora and other streaming services, one might think that AM and FM radio could begin to slowly go the way of the dinosaur. But not so fast; a recent Nielsen study has shown that radio is very much alive and well – due at least in part to the emergence of HD Radio.

Today’s blog takes us through the beginnings of HD Radio, explains how it works, and gives pertinent stats about the exciting feature.

In 2002, a company called iBiquity Digital Corp. developed HD Radio, the necessary catapult that began the switch from analog to digital broadcasting. They license their HD Radio software to receiver suppliers like Clarion and Harmon, just to name a couple. As time has gone by, HD Radio has gained momentum, to the point where HD Radio is now available in about 22.5 million cars on the road today.

How HD Radio Works

How does HD Radio work? It is important to first understand  that it is not a subscription service and doesn’t work the same as satellite radio. It transmits a better quality of radio digitally, giving the listener less noise and a better overall sound. HD Radio on the AM dial actually sounds as good as traditional FM radio; while HD FM radio quality is very similar to that of listening to a CD. In addition, it also supports a service called Artist Experience, which displays information on the HD Radio pertaining to what’s playing at any particular time.

This year, approximately 50% of all new cars sold will be equipped with an HD Radio receiver; and there are about 2,200 stations broadcasting in HD in the United States (along with another 1,500 digital-only stations).

While Pandora and similar companies certainly have their share of customers (and rightfully so, as we are big Pandora fans here at JKR), there seems to be more of an overall radio audience than ever before, as more people are listening to more content on the radio. This has helped AM and FM radio recoup a good portion of the audience they have lost to streaming services.

HD radio has become standard equipment on Mercedes-Benz, Scion, Mini, Volvo, BMW, Rolls-Royce, Bentley and Tesla vehicles. Robert Struble, the CEO of iBiquity, believes that by the turn of the next decade, all US-made cars will be equipped with his company’s software.

Which media is right for your dealership? If you need help 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 topical, on-point creative, the lowest ad rates in your area, and information they can’t access anywhere else. Call Eric Tigner at (321) 397-0777 to get an even clearer picture.

JKR Automotive Advertising: We Move Cars.

 

The Truth

What Happens When the Truth isn’t Enough?

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The TruthSometimes, the truth hurts. Allow us to explain. You might have the best cars on the planet. You might have the best sales staff. You could even have the best service or finance departments. Maybe your dealership facility is the biggest, most attractive building in your city. But even if you have all those things, it doesn’t guarantee success.

In all of the above instances, just telling the truth in your advertising won’t do an effective enough job of bringing customer traffic to your doorstep or Website. Why? Because there are 20 other dealerships in your market saying the same thing – whether or not it’s really true. When this happens, your dealership doesn’t stand out amongst the crowd.

So here’s what we are telling you: Quite often, all by itself, the truth is not sufficient. This can be a frustrating realization for a car dealer.

What to Do with the Truth

Some respond by “stretching the truth” to sell their cars and services. That’s where things can get dicey for a dealer, and we never, never, never recommend this under any circumstances! Rather than abandoning the truth, you just accompany it with persuasive hooks and copy that make people want to come to your store and buy your products and services from you.

We recall the scene from A Few Good Men where Tom Cruise is mercilessly grilling Jack Nicholson during their memorable verbal courtroom battle. When Cruise shouts, “I want the truth!” it’s Nicholson who delivers the epic line, “You can’t handle the truth!”

Can you handle the truth? Better yet, do you really know what to do with it, so it is part of the equation that helps you sell cars? Legendary marketing guru Roy H. Williams was right on the money with his famous quote: “The truth we are told we may not accept; the truth we have realized is the only truth we own.” Let JKR help you deal with the truth better than you ever have before … and you’ll reap the rewards in the form of increased sales, 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. That’s why we have 120 clients and counting, and it’s why we are an automotive advertising giant. Call Eric Tigner today at (321) 397-0777 to get things started.

JKR Automotive Advertising: We Move Cars.

Always Advertise

More Reasons Auto Dealers Should Always Advertise

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Always AdvertiseYou should always advertise. There … we said it. Your first thought might be, “Of course, JKR is going to tell their clients they should always advertise … they’re an automotive advertising agency, after all.” That would be correct … but that’s not why we defend this position with a great deal of vigor. To get a greater understanding of why you should always advertise, read on.

A good case has already been made at one of our past blogs, which you can refer to here. There are many instances that, when we talk to a prospective client, they tell us all the reasons they are not advertising … or they only advertise when there is some kind of special sale or event at their dealership. Both are mistakes.

More Reasons to Always Advertise

Above and beyond all the reasons presented in the prior blog, we offer some more here. First, an auto dealer must always advertise because they’re in the business for the long haul. Running a car dealership is not a sprint; it is the proverbial marathon that never ends. Because you are there in your market offering your products and services every day, you need to constantly remind your community that you are there; otherwise, they’ll go somewhere else to purchase their next new or pre-owned car (or service, or whatever).

If you only advertise for special events, that’s just as bad as not advertising at all. Why? What you’re effectively doing is telling your community to sit on the sidelines and not consider your dealership until the time comes that you’re running your next super colossal sale. But to stay afloat, you need consistent sales every day of the week! And what if a customer decides he needs a new car during a week when you’re not advertising? So, does this make sense? Absolutely not.

A consistent advertising pace wins the marathon … and we can pretty much guarantee there will never come a day where any car dealer anywhere complains that they have too many customers!

Free Advertising Review

How would you like to find out if your marketing dollars are being spent efficiently? Contact JKR Automotive Advertising, and we’ll send you a no-strings-attached, FREE Advertising Review. We’ll closely examine what you (and your competition) are doing, and then provide you with our expert feedback. You need only call Eric Tigner at (321) 397-0777 today to get things started.

JKR Automotive Advertising: We Move Cars.

 

Overtargeting

Overtargeting is Something to Avoid

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OvertargetingOvertargeting is something many advertisers do, and they often don’t get full bang for their advertising buck as a result. Here’s what we mean. Even in these very blogs, we at JKR frequently emphasize the importance of keeping your target audience in mind as you formulate your advertising campaigns. It makes perfect sense; after all, it’s kind of like “fishing where the fish are,” and who wouldn’t want to do that!

Pitfalls of Overtargeting

However, if you are overtargeting – making your advertisements for your target audience and only for your target audience, you lose the chance of picking up any ancillary customers along the way. Think about it; your target audience has spouses; they have siblings; they have parents; they have friends … and so forth. Everyone in these groups could be with the person in your target audience as they see, listen to, or view your ads. You’re making a big mistake if your ads alienate these folks … because you never know who might be in the market for a new or pre-owned car!

So remember, while you certainly want to leave a lasting impression and create a memorable advertisement, it must be able to reach anyone – not just those in your target audience. Whether or not someone is in your target audience, this old adage is very true: Win the heart, and the mind will follow.

Is Your Dealership Overtargeting?

Want to find out if your marketing dollars are being spent efficiently? Do you know if your dealership is overtargeting? There is a way to find out. Contact JKR Advertising & Marketing, and we’ll provide you with a no-strings-attached, FREE Marketing Review. We’ll take a close look at what you (and your competition) are doing, and give you our expert feedback. Call Eric Tigner at (321) 397-0777 today to get things started.

JKR Automotive Advertising: We Move Cars.

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