Automotive advertising experience makes all the difference in the world, and no one can convince me otherwise. It always makes me shake my head when I read articles that say something to the effect of, “Experience doesn’t matter. Sometimes, that’s how an automotive dealer can get a new and innovative idea.”
Experience doesn’t matter. Really? Isn’t it ironic that, quite often, the people usually making such statements are the ones who – you guessed it – have little or no automotive advertising experience?
Why Automotive Advertising Experience is Vital
Let’s be real here. Why would you choose to retain a firm with little or no experience with car dealerships when there are well-respected, skilled agencies like JKR Automotive Advertising ready to help you at a moment’s notice? Why would you decide to pay the price of waiting for your agency to go through a learning curve? How is an inexperienced company going to produce high-quality, entertaining advertisements highlighting all the important selling points that make people buy cars? How is a firm with no experience going to get you the best ad rates when they have absolutely no clue what’s going on in your market (and no way to really find out)? And that doesn’t even bring up the subject of helping the client get his/her co-op dollars from the manufacturer, no easy task as you probably know. Oh yeah, one last question … how can they tell whether or not the media sources delivered what you purchased after each month’s ads have finished running?
Being a complete automotive advertising agency requires so much more than just one good idea. It takes a month-after-month partnership between agency and dealership. It takes a group of dedicated, creative professionals. It takes a company who spares no expense to equip itself with the most up-to-date, important industry software. As you are starting to figure out, it takes a lot of things!
As a dealer, you should be able to expect certain things from your agency. They should be thinking both long-term and short-term, with your best interest in mind. They should be able to provide you with documentation showing what’s happening not only with your store, but your entire market. They should be able to give scientific reasons behind all their recommendations. They should be able to react quickly to any unforeseen circumstances that may arise. They should be accessible at all times. They should be able to show you documented proof the media outlets performed as they were supposed to. They should be trustworthy and transparent. Their services should save you money, making you just fine with paying them what they deserve. And of course, they should understand you and your dealership, always representing it in a manner that makes you proud each time you see, hear or read something about your store. That’s us in a nutshell; that’s JKR Automotive Advertising.
About JKR Automotive Advertising
Ask around. We have about 100 clients in approximately 80 markets nationwide, so even if you haven’t heard of us, someone you know has. We are looking to take on a few new clients, and whether you’re a big dog or a small guy … whether you’re in a big or small market … whether you own multiple stores or just one … you are not too big or too small for JKR. Find out if we have a presence in your market by filling out the form on this page. If we don’t, we’ll send you a FREE report that will give you the most current information on your market. We’ll even give you a complimentary evaluation of your current advertising efforts.
The bottom line? Experience does matter in automotive advertising, no matter how much others might tell it doesn’t. JKR’s real-world automotive advertising experience means everything to our clients.