AUTOMOTIVE ADVERTISING & MARKETING

Radio and Automotive Advertising

Radio and Automotive Advertising are an Ideal Match

JKRAdvertising / Automotive Advertising, Automotive Advertising Advice, JKR Advertising News, Radio, Radio Advertising /

January 12, 2015

There are many great reasons why radio and automotive advertising are joined at the hip … and I’m not using this space to refer to live remotes, which have been an integral part of car dealers’ ad campaigns millions of times over the years. I’m talking specifically about the automotive dealership advertisements you hear on radio stations nationwide on an everyday basis.

Reasons They’re a Great Combo

Radio and automotive advertising make perfect sense for so many reasons.

According to Experian, slightly more than half of radio listening is done while the driver is in his/her automobile. Therefore, radio advertisers get the huge benefit of recency … which is defined as a consumer hearing a message right before they enter a place of business. Just think if that place of business is your dealership!

Radio is also a terrific demographic targeting tool. There’s no need for waste; you simply choose the stations that a prospective customer of your products and services would tune into.

Remember that old saying about word-of-mouth advertising being the best kind? That’s exactly what radio advertising is … only better, because you get to present your message to the masses your way!

The portability of radio means it can be taken almost anywhere – to work, to outdoor activities … you name it, radio can go there.

More than 84% of people see radio as their main source of in-car entertainment and information, and 2.5 million people age 12 and up listen to the radio each week. With those kinds of numbers combined with the portability and affordability of radio advertising, it’s no wonder radio and automotive advertising are a wonderful match.

If you’d like an exceptionally creative and effective radio advertising campaign of your own, contact JKR Automotive Advertising 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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