AUTOMOTIVE ADVERTISING & MARKETING

TV & Radio Advertising Create Visits

TV & Radio Advertising Create Visits

JKRAdvertising / Uncategorized /

September 28, 2017

Want visits to your dealership’s Website from people who have never been there before? Want visits to your dealership showroom from new potential customers? Utilizing radio and television automotive advertising is your best course of action.

Some would argue that digital advertising is a great advertising tool – and while we strongly agree, this is not the vehicle in which to advertise when you’re attempting to lure new customers to your dealership.

What do we mean? Online advertising is perfect when you are retargeting your audience (reminding those who have already visited your Website about your dealership’s virtues) … but it is rendered ineffective when it comes to people who have never been exposed to your Website or dealership facility. (Logic tells you that you can’t retarget something that has never been targeted at all.)

A DIFFERENT KIND OF “VISIT”

In “the good old days of advertising”, things were a bit simpler. An automobile dealer would advertise on the radio or on television with the ultimate goal of convincing consumers to come to the dealership. Today, this goal still exists – but an advertisement can also be considered successful if it drives a prospective customer to the dealership’s Website.

But at the end of the day, no matter how you feel about advertising in general, it’s all about what gets the phones ringing and the doors swinging. And that’s where JKR is at its best.

FREE ADVERTISING REVIEW

Many auto dealers spend millions on their dealership facilities, then decide to cut corners when it comes to getting potential customer visits. But that’s the beautiful thing about JKR Automotive Advertising; our clients don’t have to sacrifice anything at all! That’s because our state-of-the-art, in-house TV and radio production studios allow us to quickly and cost-effectively create automotive spots of the highest quality. Call Eric Tigner today at (321) 397-0777 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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