January 24, 2010
Grand Bohemian Hotel
Orlando, Florida
NCM KIA One 20 Group
Jeff Johnson Briefs NCM 20-Group on the Principles and Nuances of Auto Retail Advertising
It’s a rare instance when
an active vendor is invited to present to a 20-group, Jeff Johnson,
Partner, Kia Guy, and Kia auto-retail advertising expert, for 2½ hours
held the attention of 14 Kia dealers on the topic of best advertising
practices and principles.
The 20-group, facilitated by Jeff Bethel of
NCM Associates, was ensconced
in downtown Orlando’s 4-Star Grand Bohemian Hotel for the meeting. [For
those unfamiliar with 20-Group dynamics – the atmosphere is serious,
forthright and frank. Failure and success are shared equally and the
peer review can be very bracing.]
Attendees flew in from all
over the country, many gaining a short respite from the harsh weather
elsewhere - Sean Baker and Hugh Hall from Performance Kia in Everett,
Washington were the winners of the
longest distance traveled award.
Scheduled to present for 1
hour, Jeff held the attention of over a dozen seasoned car dealers for
an extra hour and a half providing for a robust question and answer
session.
A goodly number of the
20-Group are already clients of JKR and much of what was revealed was
not news to them, however for those who were not acquainted with JKR
had proof positive on hand – because the JKR clients in attendance are
all consistent top-performers.
The overall focus was
gaining market share through the acceleration of intenders and
conquering competitor’s intenders. Creative and Media Strategy were
discussed in detail, but the emphasis throughout was accountability –
making every dollar expended as tied to a vehicle delivered. In short,
making a true ROI on advertising dollars.
“A comprehensive review of
the fundamentals is worthwhile in any endeavor,” said Jeff Johnson.
Sometimes a dealer has to be reminded to avoid brand building and focus
upon overcoming the primary objections prospects have when it comes
time to making a purchase, how to address Price, Payment, Trade, Down
Payment and Credit. The trick is to keep the message fresh and timely.”
We hope all the 20-Group
members enjoyed their stay in beautiful Orlando and we thank all those
who took the time to participate:
· Don Hobden, The Kia Store, Louisville, KY
· Jessica Lee, Kia Autosport of Pensacola, FL
· Joe Rossi, Orlando Kia, FL
· Jim Ehrler, Selbyville Holly Kia, Selbyville, DE
· Bill Doraty, Bill Doraty Kia, Medina, OH
· Jim O’Neil, Longwood Kia-Mitsubishi, Longwood, FL
· Richard & Kathy Kreisner, Fredericksburg Kia, Fredericksburg, VA
· Chris Bostick, Carnival Kia of Rivergate, Madison, TN
· Sean Baker, Hugh Hall, Performance Kia, Everett, WA
· Steve Taylor, Taylor Kia, Toledo, OH
· James Sipala, Kia of West Chester, West Chester, PA