LBS Auto Expert, John Tkac, takes LIVE broadcaster questions!  In this session:

• Are there any rules that prohibit dealers from advertising outside their own marketing area?
• Does average retail spend account for co-op reimbursement? My dealer clients are getting 50-100 percent of compliant advertising back. What’s your experience in utilizing co-op for local marketing?

LBS Auto Expert, John Tkac, takes LIVE broadcaster questions!  In this session:

• How can I handle a dealer telling me he wants to be with a competitor’s station or group of stations and has no money left for me?
• How would you recommend starting a conversation with a dealer’s agency who seems to be keeping me away from having any real shot at the business?

LBS Auto Expert, John Tkac, takes LIVE broadcaster questions!  In this session:

• We used to work with a local dealer to provide a car of the week that the morning guy would pick up on Friday and keep over the weekend. He would then bring it back on Monday and do a live spot talking about the car and how much he loved it. Do you like that? And do you have any more ideas like it?
• It’s possible that a dealer might lie about the results they get from advertising with us. Is it a good idea to track results by driving people to our station’s website and then to the client? I am thinking that might also help the AE follow up with the client about those leads that came in through our station.

LBS Auto Expert, John Tkac, takes LIVE broadcaster questions!  In this session:

• I’ve been working on trying to get a big Mazda dealership but have had little luck. They currently do a little radio and digital from the corporate side and I know they have gotten the inventory back and their service is second to none! Any thoughts on Mazda and how to approach this dealership?
• We have a great creative team and a local dealer gives us only a token buy in order to use our spot on all the other bigger stations—our creative is being used to increase our competitors share! What can we do?

LBS Auto Expert, John Tkac, takes LIVE broadcaster questions!  In this session:

• We are a local talk station competing with larger groups. Dealers in our market already advertise with our competitors, how can we convince them to use us also?
• Everything you are sharing makes total sense. Unfortunately, some owners and managers pride themselves on behaving like jerks. How do we react after an irrational outburst?

LBS Auto Expert, John Tkac, takes LIVE broadcaster questions!  In this session:

• Other than the Purple Monkey, what other services/ products are wasting dealers’ marketing budget? As broadcast sellers, can we go after dealer budgets if their strategy is over saturated with these other things like cars.com/auto trader/etc?

LBS Auto Expert, John Tkac, takes LIVE broadcaster questions!  In this session:

• How do you handle a dealer who says, “Contact my ad agency, they handle all of our advertising decisions”? And then what do you say to these agencies?
• I have a good dealer client who says he’s being pressured away from local broadcast by the manufacturers. He says they are doing this by cutting co-op funds. Is that true?

LBS Auto Expert, John Tkac, takes LIVE broadcaster questions!  In this session:

• Dealers are known for running ads at the end of the month. Is it true that many cars from this advertising are technically sold in the beginning of the next month? If so, doesn’t this throw off the accuracy of the Cost Per Vehicle Retail figure?
• What percent of vehicle transactions are leased?

LBS Auto Expert, John Tkac, takes LIVE broadcaster questions!  In this session:

• The top independent dealer in my market sells more used cars than the top franchise dealer. Is that normal and can I use that information to make the franchised dealer spend more on my station?
• Is the Cost Per Vehicle Retail amount just advertising expense alone or does it include other expenses like overhead costs? What exactly goes into this number?

LBS Auto Expert, John Tkac, takes LIVE broadcaster questions!  In this session:

• What can I do with a dealer that has like 5 new vehicles and maybe 10-15 Certified Pre-Owned? We are seeing a lot of that with our large dealers and have had some success talking service with them but for the most part, dealers like Toyota don’t want our help because they are selling vehicles before they get them in since inventory is so low.
• In my market, the Ford and Chevy dealers are owned by the same group. How do I convince them to compete against each other?