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It may be junk mail to some people, other view it as a dead resources, but smart automotive dealers know that direct mail advertising means cars sold, and a lot of them. Automotive direct mail marketing is making a comeback after spam legislation and spam filters caused many advertisers to shift away from email marketing. Now there is an upswing in direct mail, many car dealers are looking at this channel as a monthly budget to help successfully gain new customers and increase revenues.
Automotive direct mail refers to letters, flyers, postcards and the like sent by post to prospective customers. It is a form of direct response advertising, wherein customers are provided a call to action such as placing an order, making a call or getting them in the door. When done the right way, direct mail is one of the most effective marketing tools around. Let's find out how to establish a successful automotive direct mail advertisement campaign, this time focused on the rooftop.
Car Dealer advertising campaigns, regardless of method or strategy, starts with a your offer. Determining your offers, incentives, inventory, is the first part.
The more you can narrow target audience, the higher the response rate. Knowing who your prospective customers are enables you to focus your marketing efforts on their needs and wants. Getting the person that is mostly likely looking, needing, or can be coaxed into your dealership are the ones you need.
Depending on your product/service, your offer, and your target audience, you must choose the best format for your marketing campaign. Postcards, flyers, catalogs, and envelopes are some of the choices to consider. We have found though that our AutoAcclaim plastic mailer has been seeing 4-8 and even 17% response rates. Fewer mailers need to go out, therefore you do not saturate your market. Most car dealers are doing a once a month offer at least 10 months out of the year.
Visual appeal plays a big role in automotive direct mail marketing. It may be a good idea to hire a graphic designer who can create an attractive and compelling marketing piece. Professionals know how to combine color, text and graphics that will catch the reader's eye and interest. Don't forget that the copy – the text that tells about your product-- is equally important.
Keep in mind that the paper used for your mail pieces will reflect on your product or services. For bulk or discount items, you can get away with using lower quality paper. However, you will want to use high quality material when advertising high-end products, maybe a plastic mail piece could take it up a notch. Remember: Your Mailer is your Reputation. Something that says you are successful, you care about sending the very best to your customers.
Instead of describing what your company or product does, tell your prospective customers what benefits they can derive from it. What incentives, bonuses, cash-backs, buy-backs, etc..a headline that says, “We Awesome Cars” is not as compelling as one that says, “Get Top Dollar For Your Trade-in”.
Your customers will want to know exactly what they can expect from your offer, so give them the details. Instead of saying, “Big, big savings,” you can provide something more specific such as, “110% trade-in allowance, this weekend only.” Avoid using words like “amazing” or “unbelievable.” They rarely get a positive reaction from prospects.
Include a call to action
After making your sales pitch, go ahead and ask for sale. A successful automotive direct mail advertisement should include a call to action. Your CTA is your advertisings way of "ABC always be closing", it's not enough to just list your phone numbers, website or address. Ask your reader to make the call, visit your website, or come to the store. Make that irresistible clear offer, then the CTA should bring them in.
To wrap-up, we have to look at the direct mail program as more of an event than just a simpler mailer. It is an event, with all of the fanfare and hoopla associated with it. Positioning your sales and customer staff to handle the potential customers in a way that compliments the mailing, signage in your dealership welcoming the direct mail prospects, everyone on their toes and excited...Everything must holistic and complimentary.
To find out more on how we do all of the above, and bring to you success like you have never seen?
Visit us at http://www.plastic-mailers.com or call 315-678-5071