AUTOMOTIVE ADVERTISING & MARKETING

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Insideradio.com: Radio Tells Story, Creates Urgency

JKRAdvertising / Automotive Advertising Advice /

November 16, 2015

Insideradio According to two recent articles released by Insideradio.com, radio automotive advertising has a definite knack of steering potential customers into dealership showrooms all across the country. These ads cause a favorable reaction among the nearly 85% of potential car shoppers who hear hem prior to visiting automotive showrooms during the always-critical Friday-Sunday time period that accounts for about four-fifths of all auto sales.

LaNeve and Insideradio.com

Why are they so adept at creating action? There are several reasons, and we’ll let an industry expert tell you about some of them. Mark LaNeve, Ford’s Vice President of US Marketing, Sales and Service, said the storytelling capabilities of radio are excellent for highlighting differences among vehicles, such as in the areas of technology and safety. He also said, “Radio provides scale and high ROI at a reasonable cost.”

LaNeve also told Insideradio.com that his company made an adjustment to its automotive budget for August and September, and the end result were two of its best months of the year. Why? Because radio allows his company to send specific, targeted messages to potential customers based on factors such as demographics, lifestyle and geographic location.

So when it comes time for the customer to decide where he or she is going to buy a car, radio is the magic bullet that draws attention to dealerships savvy enough to have a major presence on the airwaves. You should think about these things if radio is not a significant part of your monthly advertising strategy.

JKR: Your One-Stop Auto Ad Agency

If your dealership is not advertising on radio, what are you waiting for? JKR Automotive Advertising will not only help you get the most bang for your advertising buck, we also go the extra mile for our clients … with the software and experience in place to ensure you get everything you ordered. Call JKR today at (321) 397-0777 and ask for Eric Tigner.

JKR Automotive Advertising: We Move Cars.

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Post-Pandemic Dealer Gross Profits are Down – But They Don’t Have to Stay There!
March 13, 2024
It is no secret that dealer gross profits per vehicle are down sharply in the post-COVID automotive world. According to a recent article in Automotive News, gross profits of the six largest publicly traded dealership groups plunged significantly from Q4 2022 to Q4 2023. One of them was actually down 35% per vehicle!

The article explains: High interest rates, more expensive vehicles and a steadier post-pandemic supply chain continue to soften demand and bring it closer to pre-pandemic levels. Still, new-car buying has remained strong overall …

This means that, while sales volume is similar, overall bottom lines are lower for many dealers due to the reduced gross profits. What about your dealership?

Being Realistic
It’s time to turn the page! The time for dealers to simply be order takers for people willing to pay MSRP for a vehicle (and in some cases more) has passed and dealers have to work hard once again to achieve acceptable gross profits.

Selling a high volume of cars doesn’t control gross profits, no matter how much you wish this was the case. Correct processes and menu pricing – and strict adherence to them – do!

What kind of processes?
∙ Slow down the transaction! Your sales staff has to once again sell the customer on the features and benefits of every new and pre-owned vehicle on your lot.

∙ Your salespeople and managers should devalue the customers’ trade-in value (politely, of course) as much as possible. After all, if the customer expects you to lower your price, shouldn’t you be able to do the same on their trade? Remember, you’ll have to fix it up, put your name on it and resell it to someone else with all the tenacity you would a brand-new car. So make sure you buy it right … because the profit is made when you buy it, not when you sell it!

∙ To that end, management should be ready and willing to leave the desk and do thorough walk-arounds on each trade to ensure the best outcome for the dealership.

The Cure for Low Gross Profits
If you are like a lot of dealers these days, you could use some good news. Here it is: while you may not have the capability to achieve profit margins similar to those you enjoyed during the pandemic, they could likely be improved. JKR’s clients enjoy the benefit of attracting not only more customers, but better ones, too!

If meeting and exceeding your sales goals (and increasing gross profits at the same time) sounds great to you, you need to call us. Don’t settle for reduced gross profits when help is out there to get you closer to where you’d like to be.

Want to know how we do it? Reach out to Senior Partner Richard Brauns (407) 701-4233 or Partner/Vice President Jon Albert (407) 718-2494 today.

JKR Automotive Advertising: We Move Cars.

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