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?

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

• How can I apply this if I’m at a public station? I can’t promote dealers the same way a commercial station can.
• How do you handle a dealer who uses co-op when the manufacturer is actively doing everything they can to not pay their part? Is there a way to go directly to the manufacturer and find out what they want or at least help the dealer do this?

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

• How do I tactfully tell a dealer who that is complaining that they aren’t making money that I know they are?
• I have a local independent dealer that says he can’t get his hands on enough inventory. How can I convince him to stay on my station?

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

• In the context of digital advertising campaigns, do local or national campaigns have a higher ROI for dealers?
• Do dealers get co-op reimbursement for service?
• We have trouble getting dealers to spend money when there is no co-op involved. Since they don’t get co-op funds for used cars, what approach do you recommend to get them to spend on used car advertising without co-op?
• How do dealerships calculate an advertising budget? What do they base it on?
• Can you repeat which manufacturers are not experiencing a supply issue in March, 2022?