AUTOMOTIVE ADVERTISING & MARKETING

More Reach and Frequency

More Reach and Frequency Makes Auto Advertising Affordable

JKRAdvertising / Automotive Advertising, Radio Advertising /

October 16, 2014

Radio advertising offers more reach and frequency for a car dealer for less money than other forms of media. No matter how small your dealership may be, you can afford radio advertising, JKR is the ideal automotive advertising agency to help you with a strategy that fits your needs and budget.

Why More Reach and Frequency?

Because radio advertising is so affordable, it offers you the opportunity for more reach and frequency. It gets better; radio audiences are exceptionally loyal to their favorite stations, which allows automotive dealerships to repeatedly target the same audience … thereby increasing the frequency even more – and pretty much every car has some kind of radio in it!

The affordability also allows a dealership to change their advertising message frequently. For example, dealerships are able to run a pre-Christmas ad up until the holiday itself, then a special year-end spot to take its place after the holidays are over.

Of course, you need the right amounts of reach and frequency, too. Often, it’s better to advertise multiple times to a smaller audience than vice versa.

More reach and frequency is important in radio advertising, as is the advertisement itself. It needs to focus on the things that sell cars. It should focus on only one or two things, so your listening audience will remember what they heard.

A car dealer focus on his strengths when doing radio advertising. If you are more scattershot with the way you advertise, you will have difficulty establishing a brand identity. It’s much better if you become known as the authority or expert in your market for something. Consistency breeds success; inconsistency breeds confusion.

If you’re not currently advertising on radio, what are you waiting for? JKR Automotive Advertising will not only help you get the most bang for your buck, we also have the software and experience in place to ensure you get what you paid for. How many other agencies go the extra mile for their clients like that? Call us at (321) 397-0777 and ask for Eric Tigner to find out more.

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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