Automotive Digital Marketing

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First Google Goes Offline With Direct Mail, Now Facebook!

  It was January, 2011 when I first wrote about how $220 Billion Global King Kong GOOGLE goes offline with direct mail. Now, $100 Billion Global King Kong Jr FACEBOOK followed suit.

The thing that amazes me most is all the naysayers that continue to place direct mail in the "has been" category and in an attempt to promote and sell their own digital product or service, claim direct mail doesn't work anymore and if you do it, you’re wasting your money. Our car dealer clients continue to run direct mail every month and continue to break records set even back in the good ol days.

I have to admit, when I saw a direct mail piece from Facebook in my stack of mail that I go through every day (just like over 200 million other Americans), it stunned me. Almost a billion users, money in the bank stacked up high, can own the internet and even news media, but you do direct mail to get your message out? Nice... Facebook knows the power of direct mail...

I was also a little giddy. It doesn't matter how small or BIG the company is (and I have been saying this for over 20 years), when you really need to get your message in the hands (and I mean literally) of the person or people who are most likely to purchase your product, direct mail is a critical tool. It is not the only one, but it is the one you better not forget about, if you want to be competitive and gain market share. In fact combine direct mail with today's many digital tools, and enjoy ROI OFF THE CHARTS!

Facebook, Twitter, and the other 500 top social sites are cute and can help companies build relationships. But for ROI, and solid proof that a dealership is investing in something that will give them a return, direct mail is it.  Invest $4,000 on a 5,000 piece mailer, get 50 ups, 28 test drives, 20 write-ups, sell 12 vehicles at $2,800 a copy = $33,600 GP. (lets not forget residual from proper follow-up and the good trade-ins that were cleaned up and put back out on the used car lot for more profit)

Car dealers rejoice, direct mail marketing is still the workhorse of the industry and the only choice when you absolutely, positively, have to have that BIG WEEKEND!

I am out!

Views: 629

Tags: digital, direct, ideas, list, mail, mailhouse, marketing, todd, vowell


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Comment by Todd Vowell on April 27, 2012 at 8:27am

That's awesome Ashley, thanks for the info, and congrats to the dealership for a great month!

Comment by Ashley Lopez on April 27, 2012 at 7:36am

Todd, I couldn't agree more with you on this blog.  Our dealership sent out about 5,000 mailers last month...maybe even more, we did it twice in the month because of the great response we had from them.  And I believe it was because of the mailer that we hit over 100 cars for the month of March (a record for our dealership)...not to mention we even had a salesperson sell 33 cars...something most people had never seen before.  I can even admit that as much as I am a "social media guru"---I never respond to the free offers sent to us from Google AdWords Express. But, when we received a $100 Free Advertising gift card from them in the mail, I took a shot at it and set up an account.  It's funny how yes, times have changed when it comes to advertising and getting the word out...BUT a good ol' mailer still has an effect and can make a difference in your sales.

Comment by Todd Vowell on April 27, 2012 at 6:24am

Over 225 views, one comment?  Come on all you "Social Media Gurus and Experts"! Chime in! Its OK, really...

Comment by Todd Vowell on April 26, 2012 at 4:01pm

Ralph, bravo, your endorsement is welcomed and its an honor to get a nod from you. Truth be told, adding some type of digital, any digital to your traditional direct mail is where the real success is.

To come home and see a direct mail piece from Facebook (after one from Google) not to mention all the crap from people like Gary Vaynerchuk (Spill the wine, dig that girl), I just could help but to get a little laugh!

Anyway, thanks Ralph!

Comment by Ralph Paglia on April 26, 2012 at 10:54am

Todd, for many years I have been one of the naysayers criticizing Direct Mail as a viable advertising medium.  My criticism has never been around raw effectiveness, mail is certainly one way to deliver a marketing message to consumers, but was rather focused on the negative reality surrounding the costs of shipping dead trees via burning fossil fuels.  Well, in recent years I have changed my perspective on Direct Mail... New data mining technologies and predictive modeling have allowed dealers to target the right customers with the right message using Direct Mail without paying to send mail to households that are nowhere close to being receptive to their messages.  Obviously, both Google and Facebook are in the business of collecting their user data... And, wow... THEY have some serious user data! With that type of data, it seems logical that both behemoths would be in an ideal position to send the exact right Direct Mail message to the exact right customers... Would YOU bet against either of these two Internet Monsters?

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