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Customers are Thinking

Perception,Is,Everything

Radio Advertising from a Customer Viewpoint

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When you prepare your radio advertisements from a customer viewpoint, that is, being cognizant of how they’ll process your ad as they consume it, you’ll have a greater chance of achieving success. And as you’ll discover as you read on, this is more important today than ever!

There are some fundamental things that customers have in mind as they begin their search for a vehicle. These include whether they should shop for new or pre-owned; do they want a car, truck or SUV and which one fulfills their needs; can they afford the payment (think: getting the best deal possible); and which dealerships/dealer Websites to visit during their search. You should always create your advertisements with these things – the customer viewpoint – in mind, especially knowing they shop for cars differently these days than in years past.

Consider a recent Cox Automotive study that found, on average, most car shoppers consider just two vehicles and visit only two dealerships. This is remarkable when you consider that only one out of every three buyers know exactly which car they want before beginning the shopping process.

The Not-So-Secret Ingredients
So how do you do what you can to increase the likelihood that your dealership is one of those two? Let’s start with this: you need the proper amount of reach and frequency. Second, you need an enticing offer good enough to produce action. Next, a cleverly written ad or catchy jingle helps. And finally, your radio advertisements should create a sense of urgency in the mind of the potential customer.

Need a New Direction? We Can Help.
Now that you understand radio advertising from a customer viewpoint, stop and consider if your current advertisements are on point – or do you need to re-evaluate things a bit? If you need assistance or can’t immediately say yes, we’d love to have a chat with you. Call Jon Albert at (407) 718-2494 or Richard Brauns at (407) 701-4233 for a complimentary review of your advertising strategy. You’ll be amazed at the information you get from a brief, no-strings-attached talk with our industry experts!

JKR Automotive Advertising: We Move Cars.

Complaints

Don’t Discuss Customer Complaints with Them Online

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Today’s social media landscape has changed the way customers deal with their complaints about a particular product or service they’ve received. This is no different in the automobile industry. And when a potential customer looks for reviews of a business online and finds negative ones, it can have an effect on the company’s reputation and can make that person decide to shop elsewhere.

it or not, people go out of their way to look for bad reviews. The vast majority of customers want to know about a company’s shortcomings, real or perceived, before doing business with them. Also, the unfortunate fact of life is that people are more likely to leave a negative review than a positive one. Why? Because negative reviews – complaints – are inspired by emotional responses!

Then, consider this bit of information, which makes these negative reviews all the more concerning: More than 80 percent of the adult population trusts online reviews as much as they would an in-person recommendation.

Tread Lightly
Knowing this, it is imperative that you react to complaints promptly and with 100% sincerity … but do not get into a discussion with a customer about their issue on social media. However, it’s OK (and even recommended) to ask them to contact you privately! A brief, public response indicates to those who read it that you do care and are paying attention. You are sorry they are unhappy and want to resolve their issue … and you sincerely thank them for the opportunity to serve them. But after that, private communication is a must!

Despite an automobile dealership doing its best to demonstrate care and proactiveness, engaging a customer online risks drawing others’ attention to a negative experience. If, for whatever reason, the public response to the customer’s complaint doesn’t immediately solve their problem, this could lead to excessive, unnecessary responses, not only from the upset customer but also from others. And a sudden influx of negativity can dominate a brand’s social media presence and cause all sorts of headaches for a dealership!

But when you offer a sincere apology and an invitation to continue the conversation using a “closed response” strategy and inviting further conversation via private channels, any additional damage is effectively mitigated. And when you take care of complaints in the right way, these customers often become your biggest future advocates!

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.