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Winning the Advertising Battle

JKRAdvertising / Automotive Advertising Advice, Uncategorized /

June 17, 2015

How can you succeed in winning the advertising battle? It certainly helps to have attractive and desirable products and services, but these days, almost everybody has those. So in order to conquer the day, a car dealer needs to win the advertising battle in his/her market.

Every day, the average consumer is bombarded with advertising of all kinds. It’s a sort of advertising sensory overload, and as a result there is absolutely no way a person could recall and process all the different ads he/she sees on a daily basis.

It’s the ads that can cut through the clutter that will have an impact on potential customers. Through years of experience, we at JKR have learned a thing or two about how to make that happen.

∙ The ads must be seen and/or heard by the right people

∙ The message must be clearly delivered and be easy to understand

∙ It must be seen/heard with enough frequency for the consumer to remember it

∙ It must stand out from the competition’s advertising in some way

∙ It must address the needs and wants of the prospective customer (think: solution-based)

Car dealers advertise to inform and educate consumers, enhance their dealership’s image, and motivate customers to purchase a vehicle from them. It starts with a great idea, continues with precision execution and a savvy media buy, and finishes with accountability from the media outlets who present the advertisements to the audience.

Turn the Advertising Battle in Your Favor

If you know that your dealership isn’t winning the advertising battle, it’s time for something different … specifically, entrusting your advertising to JKR. While it’s too late to change what’s already happened, you do have the power to positively affect all your tomorrows by retaining JKR Automotive Advertising as your advertising agency. Call Eric Tigner today at (321) 397-0777 to get the ball rolling.

JKR Automotive Advertising: We Move Cars.

Don’t Overstuff Commercials with Information

JKRAdvertising / Uncategorized /

May 19, 2015

Resist the urge to overstuff commercials with information. You may have the largest dealership facility, the biggest inventory, the most knowledgeable salespeople, the greatest cars and the most responsive service staff in your market (or at least some of them). So how do you get all that information into one advertisement, where you have a very finite amount of time to get your message across to potential consumers? The answer is … you don’t. If you try to overstuff commercials, you could end up leaving your audience bored and bewildered – the exact opposite of what you really want to do.

In each of your ads, limit the subject matter to one or two things that make your dealership the best, and stick with those throughout the production. Depending on what you choose to run, you have a scant 15, 30 or 60 seconds to make your point, present an offer, and properly close your ad. (If you have co-op stipulations to which you must adhere, you have even less time to make the case for your dealership.)

If you overstuff commercials – telling your audience about too many things – there is never a chance for the viewer/listener to focus on any one thing. But when you limit your commercials to one or two key details, the audience responds. They are able to concentrate on your message because your commercial has retained its focus. As long as you get the consumer to effectively think about what’s in your ad, it doesn’t matter that they don’t yet know about the other positives at your dealership … because they’ll get such a good reaction from it they’ll believe the rest of your dealership is just as great.

The End of Overstuffed Commercials

Would you like to find out if your marketing dollars are being spent efficiently? Do you know if your dealership is overstuffing its commercials with too much information? Contact JKR Advertising & Marketing, and we will be happy to let you know, providing you with a no-strings-attached, FREE Advertising Review. We’ll examine what you (and your competition) are doing, and then we will give you our expert feedback. Call Eric Tigner at (321) 397-0777 today to get the process started.

JKR Automotive Advertising: We Move Cars.

Why Frequency is Important in Automotive Advertising

JKRAdvertising / Uncategorized /

April 20, 2015

Do you know why frequency is important in automotive advertising? On the surface, this may sound like a simple question … and to some degree, it is. But the fact is, you can’t just run an advertisement a time or two and expect record numbers of people to come and beat down the doors at your dealership. The following analogy will help you understand why frequency is important.

Anyone who has kids, grandchildren or even younger siblings can understand this well. When you are around a child every day, you don’t notice the fact that they are growing and maturing on a daily basis. But every now and again something will make you notice … and you will look at them and think to yourself, Wow, that child is really growing!

This is very similar to the way advertising works. The effect of reaching out to your market’s consumers one or two times is very minimal, but if you continue to market to them, it makes an enormous difference. Over time, the prospective customer begins to know and recognize your dealership – often without even making a conscious decision to do so.

What does that mean to the bottom line of a car dealership?

Here’s Why Frequency is Important

Don’t kid yourself into thinking you are the only dealer in town, or that you are the only dealership that has magnificent automobiles worthy of the general public’s consideration. When you take a good, hard, realistic look at your market, there is something that is undeniable: advertising is very often the one thing that tips the scales in your favor when all other things are equal between a vehicle at your dealership and another at a competitor’s store down the road.

As you may know, frequency is only part of a correct media buy. Also important is reach – as in, how many people you reach with your message. Each part of this equation is of vital importance. If you would like to know JKR’s winning reach and frequency formula that has proven so successful for more than 100 dealerships nationwide, call Eric Tigner today at (321) 397-0777.

JKR Automotive Advertising: We Move Cars.

Getting Attention … the Goal of Any Advertiser

JKRAdvertising / Uncategorized /

March 19, 2015

Advertisers produce their ads with the hope of getting attention. Through placement on the TV or radio airwaves, on the Internet, in print, on a billboard, or wherever … these advertisements allow a business to be front-and-center in someone’s face as they say, “LOOK AT US! WE’RE HERE! WE WANT YOU TO BUY OUR PRODUCTS AND SERVICES TODAY!”

Since most (if not all) advertisers have the same goal – getting attention – why are there such varying degrees of effectiveness to ad campaigns?

Reach and frequency could be the issue. It could be that you’re not presenting your ad to the right number of people – or maybe not enough times. But assuming that isn’t the issue, then we have to go right to the heart of the matter, the advertisement itself; specifically, in this case, an advertisement for an automotive dealership.

Ask yourself these questions – and answer them honestly: Do my advertisements cause a prospective customer to stop what they’re doing and turn their focus on my ads? Are they powerful enough to make them actually envision themselves doing what you want them to do, which is come to your dealership and/or visit the dealership’s Website?

There is a science to making advertisements that are successful in getting attention. It requires words and pictures (where applicable) that create sharp, positive images of your dealership in the mind of a prospective buyer. It requires the inclusion of the all-important verbiage that cuts through the clutter in the consumer’s mind and convinces him/her that purchasing a vehicle from you is the right thing to do.

You Need Help Getting Attention

This is not easily done. If you want to do it right – and get the most bang for your buck, there’s a lot more to it that writing a few seconds of copy, mixing it in with music and/or pictures, and purchasing ad time. It takes an experienced automotive advertising agency like JKR to help you get the right mix of everything. If your dealership is not producing advertisements that are effective in getting attention, call Eric Tigner today at (321) 397-0777 to learn how to get things started down the path to maximum advertising effectiveness.

JKR Automotive Advertising: We Move Cars.

Automotive Advertising Campaign Basics

JKRAdvertising / Uncategorized /

February 23, 2015

What goes into an automotive advertising campaign? There are some essentials. First, you need a message … but not just any message. It must be something your customers will not only pay attention to, but also remember – so that they will want to buy your cars, come to your dealership for service, and so forth.

The second part of an automotive advertising campaign is establishing the goals you want the campaign to achieve. It’s easy to just say you want to “sell more cars,” but you need to be more specific than that. Once you know your goal, you’ll be more able to gear your advertising accordingly.

But what kind of message should you have? Should it be serious and to the point? Should it feature music or even an advertising jingle? Should it be comedic? The answer to this can be partly gleaned from determining your target audience – and knowing their likes and dislikes.

After these important details have been established, it’s on to the next step, which is figuring out how to get this message to the right people (the target audience we just mentioned). Which advertising channels are the best ones to use? Is it radio? Print? Television? The Internet? The right answer is usually some combination of these, but you need a skilled team of professionals to put together an aggressive, effective automotive advertising campaign because there are so many variables that go into deciding what’s best for you, your dealership and your budget.

Last but not least is determining the correct reach and frequency. Reach, of course, is the number of people exposed to your message; frequency is the number of times the person is exposed to it. The simplest example here is if you have 100 people, is it better to send your message to all 100 people once – or 20 people five times – or maybe 10 people 10 times?

These are all difficult questions for a dealer, and without the proper guidance and industry software the concept of putting together an automotive advertising campaign becomes an inexact science and a guessing game. Here at JKR Automotive Advertising, we have it all down to a science. Our Partners and Advertising Executives are all highly experienced, and we know what works for clients of all sizes – in any state. That’s why we have more than 120 clients in about 100 media markets nationwide. We also have all the industry software necessary to help our media buyers make sound, informed decisions that let our clients make the most of their advertising dollars.

Automotive Advertising Campaign Help

If you’re doing your own advertising and wondering each month if you’re getting the most out of your dollars … we can answer that question for you: you’re not. It’s a no-brainer. You couldn’t … unless you’re so familiar with your market and your competition that you know exactly what everyone in the area pays for their ads. You couldn’t … unless you know exactly where to place your advertisements without any tangible data that shows what works and what doesn’t. You couldn’t … unless you know exactly how to hold each media outlet responsible for delivering what you contracted with them to deliver. You couldn’t … unless your ads contain everything they must to make a potential customer want to come buy a vehicle from you. We could go on and on, but you get the point. If you don’t have the automotive advertising campaign basics, you’ll never realize your full potential, plain and simple.

Let JKR do some work for you, free of charge. Give Eric Tigner a call today at (321) 397-0777 and after a brief conversation he’ll send you a FREE advertising review. You’ll learn something new about your market, as well as get an idea of what JKR Automotive Advertising can do for you – with absolutely no strings attached. Why do we do this, when reports of this kind typically cost thousands? Because we’re supremely confident that we can be the difference between mediocrity and overachievement for any automotive dealer of any size – in any part of the country. We look at each client’s unique situation and make the necessary adjustments to take them to the next level. All we need from you is a phone call to get the ball rolling, so don’t wait; call today!

JKR Automotive Advertising: We Move Cars!