AUTOMOTIVE ADVERTISING & MARKETING

Words

Don’t Underestimate the Power of Words

JKRAdvertising / Automotive Advertising, Automotive Advertising Advice /

July 19, 2016

Words Since the days of the first advertisement, the choice of words used (spoken, print, on-screen or otherwise) has made a huge difference in the level of success of the ad. Why? Well, famed ad man Roy H. Williams may have said it best in his book, Secret Formulas of the Wizard of Ads: “Words are electric; they should be chosen for the emotional voltage they carry. Weak and predictable words cause grand ideas to appear so dull that they fade into the darkness of oblivion. But powerful words in unusual combinations brightly illuminate the mind.” We can even go all the way back to 1839 for Edward George Bulwer-Lytton’s famous quote, “The pen is mightier than the sword.”

The Right Words for a Car Ad

During any advertisement, a car dealer has a very finite amount of time (or advertising space) to make an impact upon the receiving audience. And while JKR is known for the next-level creativity in its ads, the end result isn’t to produce the most amusing car commercials on the market. Instead, we never take our eyes off the ultimate goal, which is to help our clients sell cars. Record numbers of them!

Some of our clients like creativity in their commercials, while others like a more serious approach. Either way, we understand that the right choice of copy has the power to elevate an automotive dealership to never-before-seen success. Knowing our clients and their media markets plays a big part in keeping them happy, but it all starts with the right words.

If you need increased traffic at your dealership, you need JKR Automotive Advertising. If you’re already a successful dealer, think about what it would be like with an even bigger piece of your market share. As an automotive-only advertising agency, JKR makes its clients easy to remember… and difficult to ignore. Call Eric Tigner at (321) 397-0777 today for a free, no-strings-attached automotive advertising and marketing review, and find out what we can do for your dealership!

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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