Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
As the originator of the famous "Butterball Bonanza", it is important to remember that there is a right way and a wrong way to execute this event. 16 years, a million turkeys, and over 100,000 vehicles sold, you learn a lot! We keep many proprietary steps close but here are three steps you can take to increase your end results.
1) Don't make the turkey the focal point of the event. Make selling cars the focal point and use the Turkey as you would any other hook.
2) Don't offer a Turkey to anyone that has a mailbox. Target prospects that would most likely purchase your product. By cutting back on the size of your mailer, you can put more into the hook (the size of the turkey) and the quality of the mailer itself. By offering more to the prospects that qualify, you will increase not just traffic, but the right traffic. That is what will increase actual deliveries.
3) Add digital (such as a mini-site, PURL, social media) to your direct mail and you add an entire generation of car buyers (Millennials). And as you have heard, Millennials are buying cars right now (and they don't want to drive what their parents drive).
Direct Mail + Digital + Turkeys = Results