AUTOMOTIVE ADVERTISING & MARKETING

TV Advertising Does More

TV Advertising Does More than Meets the Eye

JKRAdvertising / Automotive Advertising, Automotive Advertising Advice /

August 19, 2016

For auto dealers, TV Advertising does more than you might initially think. Besides increasing foot traffic and having a positive effect on a dealership’s bottom line, there are also some not-so-obvious benefits.

In addition to the foot traffic mentioned above, local TV Advertising also increases Internet traffic to your dealership’s Website. How can we say this? Because many of today’s TV viewers are multitasking.

How TV Advertising Does More

For example, let’s say a prospective customer is at home watching television. It could be the Olympics … the evening news … an old rerun of The Andy Griffith Show … or even their favorite NFL team on a Sunday afternoon. While they are watching their program of choice, there’s also the distinct possibility they’re also using their computers, iPads or smart phones at the same time.

Because each of these shows has commercial breaks, when these folks see an advertisement that piques their interest, what do you think they’re going to do? You guessed it … go to that company’s Website. Even if they don’t do it right away, there’s still a chance they will at some point. In support of this point, Deloitte recently published their “State of Media Democracy” report that showed TV advertising was the best way to drive these potential customers to the Internet – finishing ahead of all other sources of media.

FREE Advertising Review

Would you like to get more details on how to increase visits to your Website? Call Eric Tigner today at (321) 397-0777. He will tell you all about how TV Advertising does more than you imagined. In addition, he’ll also provide you with a complimentary advertising review that will show you what you’re doing well, what you’re doing not so well (if applicable) … and even what your competition is up to. This alone is well worth 5-10 minutes of your time!

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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