AUTOMOTIVE ADVERTISING & MARKETING

Telly Award

JKR’s “Deal to Die For” TV Spot Wins Telly Award

JKRAdvertising / Company News, JKR Advertising News, JKR in the News, Press /

March 29, 2016

JKR Advertising & Marketing has won a 2016 Telly Award in the Local TV & Local Cable category for its Halloween-based television advertisement “Deal to Die For”. The ad was exceptionally popular with JKR’s clients, airing in numerous media markets throughout the country.

The 30-second spot, which debuted last October, features spokesperson Meredith Branham playing a comedic, not-so-spooky vampire who informs the audience of the fantastic deals available to them. The ad also includes a number of timely seasonal puns and visual graphics that support the Halloween theme.

“It is a tremendous honor to receive this award because it comes from our peers in the advertising world,” said Rowe Jones, Vice President of Creative and Production at JKR. “While we don’t do what we do to win awards, it’s still nice to be recognized for our creativity and innovation by some of the industry’s best judges.”

JKR creative team members also playing a part in the production of the award-winning spot include Kevin Glennon (direction); Jason Hussey and Rowe Jones (scripting); Joe Minuni (editing and graphics); and John Weis (initial concept).

The awards were founded in 1978 to honor excellence and support creativity in local, regional and cable TV commercials. The Telly Award is highly sought-after by industry leaders nationwide, from large international firms to local production companies and advertising agencies.

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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