AUTOMOTIVE ADVERTISING & MARKETING

Push Pull Advertising

You Need the Right Mix of Push and Pull Advertising

JKRAdvertising / Automotive Advertising, Automotive Marketing /

November 21, 2014

Push Pull Advertising Push and pull advertising are essential to automotive advertising success for a car dealership. Today, more than ever, this is the case. Before the dawn of Internet advertising, an automobile dealer ran his ads and then waited for prospective buyers to come to his dealership. Today, however, the automotive landscape has changed significantly. Before they come to your showroom, most customers have already spent time researching your dealership and products – and other dealerships and their products.

Regardless of what advertisements you choose to use (TV, radio, Internet, print, direct mail, etc.), they all fall into two categories – push and pull advertising.

Push Advertising

Push (also known as outbound) is an advertisement that motivates those not consciously in the market for your product to buy from you; hence, the term “push.” TV, cable and radio are all good examples of push.

Pull Advertising

Pull (also known as inbound) is the exact opposite of push. These particular advertisements “pull” customers who are actively shopping for your products or services into your dealership. Signs/logos, newspaper, Internet and a car dealer’s Web site are good pull examples.

Can you survive without both push and pull advertising? Maybe, but it is more difficult. After all, push advertising attracts those who don’t know about your dealership; and pull advertising helps you gain people who are interested, but are still researching what is out there for them.

Working in concert with each other, push and pull advertising delivers an enticing message to both groups of people.

Do You Have the Right Mix?

Do you know if your advertising budget is being spent to its fullest? Find out by contacting us at JKR Advertising & Marketing. We’ll provide you with a no-strings-attached, complimentary advertising review that will be a big eye-opener for you, no matter what you decide to do after that. Call Eric Tigner at (321) 397-0777 to get the ball rolling.

JKR Automotive Advertising: We Move Cars.

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Recent Posts

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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