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Richard Brauns

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Co-Op Compliance: A Crucial Element in Automotive Advertising

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In the realm of automotive advertising, co-op compliance stands as a major cornerstone for the success of most new-car dealerships. As most dealers well know, co-op reimbursement dollars from their brand’s corporate entity play a pivotal role in fueling their advertising efforts. These funds provide the necessary resources for reaching out to potential customers effectively, ensuring the effectiveness of their advertising campaigns.

Relieving the Burden
Dealerships are well aware that creating a “co-op-able” advertisement involves adhering to specific guidelines; and the failure to meet these criteria can lead to the rejection of co-op claims. Moreover, the process of obtaining co-op dollars involves a meticulous pre-approval and paperwork submission procedure, adding complexity to an already demanding task.

At JKR Automotive Advertising, our specialists understand the challenges dealers face in navigating the co-op compliance landscape … and we make it a point to stay on top of each change so we can be proactive rather than reactive.

JKR streamlines the co-op compliance process by ensuring that all creative content aligns with corporate guidelines, making the dealership eligible for co-op dollars entitled to them. Additionally, we take on the responsibility of co-op submission, relieving dealers of this time-consuming task.

Co-Op Guidelines Don’t Affect Our Creativity
One of the key benefits our clients appreciate is that while we operate within co-op guidelines, it doesn’t stifle our creativity. Despite the regulatory framework imposed by corporate entities and the time constraints inherent in advertising, JKR continues to produce compelling advertisements that resonate with consumers, driving viewers and listeners to buy cars.

How Can We Help YOUR Dealership?
What can JKR Automotive Advertising do for you? We free up your time by handling the everyday aspects of co-op compliance, allowing you to focus on what you excel at – selling cars! We alleviate the stress and complexities associated with the co-op pre-approval and submission processes, ensuring you receive your reimbursement promptly. In essence, we simplify the process for our clients, making their advertising journey smoother and more efficient than ever.

JKR Automotive Advertising: We Move Cars.

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New Studies Show Radio Advertising Effectiveness Still Very High

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We have discussed the subject of radio advertising effectiveness in previous blogs; however, it’s one that deserves repeating every now and then. It’s important that automobile dealers – and for that matter, any company looking to advertise – to understand that the common perception of radio advertising is far different from reality.

That’s why we are big fans of a recent article found on adresultsmedia.com. The statistical data and sound logic doesn’t lie; in fact, it shows that AM/FM radio should be a significant part of a successful dealer’s advertising strategy.

Marketing Professor Mark Ritson believes this false narrative isn’t being done on purpose but it still persists. “There is increasing global evidence that marketers are basing their media choices on their own behavior … (and) the first law of marketing is that you are not the market. You are an urban, professional, well-paid media executive.” In other words, personal feelings should be taken out of the equation when advertising strategies are planned.

The bottom line? AM/FM radio advertising effectiveness cannot be denied when the real numbers are examined. It’s the most cost-effective form of broadcast media. It has a far larger audience than podcasts, ad-supported Pandora or Spotify, and ad-supported Sirius XM. In addition, recent Edison research says that AM/FM’s reach has expanded among Gen Z consumers, reaching 55% of those in the 13-24 age bracket. Further, a whopping 84% of those 55 and up are reached each week by radio, while a similar number (83%) are tuning in weekly to AM/FM radio.

AM/FM radio is also fantastic at driving potential customers to a dealer’s Website. In fact, a LeadsRX/iHeart study showed that 40-plus radio ads per day in a given media market resulted in a massive 55% increase in automobile dealer Website traffic!

So if you aren’t advertising on radio, you are missing out on a fantastic opportunity to change the fortunes of your dealership. No other broadcast media option can give you the combination of reach and frequency like radio can – and it can do it in a way that you can afford.

Contact Richard Brauns (407) 701-4233 or Jon Albert (407) 718-2494 today for a complimentary automotive advertising and marketing review. We’ll explain in detail why harnessing the power of radio is such a game-changer for automobile dealers.

JKR Automotive Advertising: We Move Cars.

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Don’t Forget the Fundamentals: Be Problem Solvers for Your Customers

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When a customer visits your dealership, regardless of their reason, they seek solutions. Whether it’s for a new or used vehicle, parts, service, or other needs, they rely on you and your team to provide answers. Unfortunately, some dealerships overlook this core principle and fail to adopt a solution-focused approach with their customers.

To truly excel as problem solvers across all departments, it’s crucial for employees to be attentive listeners. By practicing patience, asking pertinent questions and actively listening to customer feedback, identifying their needs and priorities becomes straightforward.

Additionally, possessing comprehensive product knowledge and maintaining transparency by being truthful and upfront with customers fosters long-term relationships. This approach demonstrates genuine concern for their well-being and interests.

FREE Advertising Review
Looking for a boost in dealership traffic? Turn to JKR Automotive Advertising’s team of adept problem solvers. Even if you’re already successful, envision the possibilities with an expanded market share. JKR, as an exclusive automotive advertising agency, ensures clients are memorable and impactful. Contact Jon Albert (407) 718-2494 or Richard Brauns (407) 701-4233 for a complimentary automotive advertising and marketing review, and discover how JKR can elevate your dealership.

Once you experience our capabilities firsthand (hint: we can do it all), you’ll realize the difference.

JKR Automotive Advertising: We Move Cars.

Gross Profits

Post-Pandemic Dealer Gross Profits are Down – But They Don’t Have to Stay There!

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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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University Kia & Longtime JKR Client Arthur Seaton Celebrate Winning Highest Dealership Honor from Kia Motors America

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In the world of automotive excellence, standing out among hundreds of dealerships nationwide is no small feat. But University Kia of Huntsville, Alabama, a longtime client of JKR Advertising, recently achieved a remarkable milestone by winning the coveted Kia President’s Club award.

This annual accolade is a testament to a dealership’s exceptional performance in both sales and customer satisfaction, recognizing only a select few from the expansive network of over 800 Kia dealers across the country. Last year, for example, only 40 dealerships were given this honor.


The Kia President’s Club award is a symbol of excellence in the automotive industry, and University Kia’s achievement reflects their commitment to not only meeting but exceeding the high standards set forth by Kia Motors America.


Arthur Seaton, Managing Partner of University Kia, expressed his deep gratitude for this prestigious recognition. “Winning the Kia President’s Club award is proof of the dedication and hard work of our entire team at University Kia,” he said. “This achievement would not have been possible without the commitment of our employees, who consistently go above and beyond to deliver exceptional service to our valued customers. I also want to thank the residents of the greater Huntsville area, whose support means the world to us. And, of course, I can’t forget JKR Advertising, who has been our strategic partner for many years! They have helped us become the only dealership in the entire state of Alabama to achieve this status!”


It’s also noteworthy that University Kia has been the top-selling Kia dealer in Alabama for each of the past TWELVE YEARS!


The President’s Club award is a result of a meticulous evaluation process by Kia Motors America that takes various factors into account, including sales performance and customer satisfaction reports. University Kia’s success in these categories showcased their unwavering dedication to providing an outstanding customer experience while achieving remarkable sales figures – tops in their region.
JKR is grateful to have longtime clients like Arthur, whose fun-loving personality lends itself to some exceptional creative, as evidenced by the image in this blog! We look forward to collaborating with him and University Kia for many more years to come.

JKR Automotive Advertising: We Move Cars.

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