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?