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

• How do you explain to a dealer that your rates are higher than another smaller local station because you cover a larger area? I’ve shown the map and web stats, but they still try to get me to lower our already VERY fair rates that I’m offering them. I’ve even put deals together that are lower than rate-card. Other dealerships ‘get’ it, but this one just gives me grief over the difference in price between the 2 stations every time.
• You said that about 60% of auto marketing budgets are allocated towards internet advertising. Are streaming TV and streaming radio included in that 60%?
• Do you know what the national average CPVR is for used cars?

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

• My local Chevy dealer says that they support local schools and organizations and that’s why they don’t advertise on my station. How do I break through that argument?
• I’m at a public radio station. We have a few dealers on, but there are no references to pricing allowed in our underwriting. Our demo is high income, and they don’t listen to other stations, so I feel like we have a bit of a ‘captive audience’ for lack of a better word. Do you have any suggestions for what dealers should have in their public radio spots?
• What are your thoughts on exclusive contests that force people to come to the dealership to register so the dealer’s sales people to have a chance to establish a relationship? For example, registering for a big event or concert tickets that are only available by coming to the dealership and taking a test drive?

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

• My dealer has said that he can’t advertise outside of his assigned area or he won’t get co-op and it’s against the manufacturer’s rules. What are your thoughts on this?
• What’s an ideal number of cars that a local independent auto dealership should have on their lot before they are a worthy advertising prospect?

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

• To the average dealer, how important is it to them to be perceived as a strong supporter in their local communities and how can a broadcaster help in these areas?
• Can you talk about how much dealers appreciate doing business with a broadcast seller who is trained, disciplined, understands sales, and is good at sales vs somebody who just comes in and says, “You don’t want to run some ads this week do you?”
• In addition to the value that a station already provides the dealership, do you think it’s important to give car dealers tickets to special events for their families or salespeople?