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?

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

• Do you have any creative ideas on how to deal with those obnoxious radio disclaimers?
• Does Cost Per Vehicle Retail vary by state?
• Right now, dealerships like Volkswagen are offering top dollar for trade-ins. Does this affect the independent and smaller used dealerships by taking away their potential inventory?
• One new car dealer of mine uses co-op as a factor in his advertising. How has co-op been affected by the pandemic?
• How much of this applies to auto repair companies, can similar tactics be used?

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

• Do you prefer to give the monthly payment or the vehicle price in a dealer’s ad?
• What are your thoughts on music jingles for auto commercials?
• I have a six dealer roof top in my market all owned by a single franchise. This franchise was our biggest client just a couple years ago. How do I respond to them saying “we don’t need your station, we are selling a lot of cars right now.”?
• No one advertises service. Who’s doing well in addressing their absorption rate?

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

• What if your dealers don’t have any new or used inventory?
• I have a Ford dealer where the General Manager won’t see me. Any ideas on how I can get his attention or who else I can approach to discuss a TV and digital campaign?
• Can you talk about the high end and luxury vehicle market?
• I found out that a used car manager at a key store in our market has a budget. How can I help him get a larger share of the dealer’s overall ad budget?
• I have a dealer in my market that says he uses only digital for his marketing efforts. I know that my radio stations and digital assets can help him sell cars. Any ideas how I can address this digital-only mindset?