[Posted October 16th, 2014 by Keith Shetterly]
Praised as an effective tool for any dealership, automotive direct mail advertising is still a crucial component to any ad campaign — despite the surging popularity of social media and email. Not only can it boost sales and loyalty from your customers, it can also bring up your bottom line — always an attractive goal for your business. Need help with advertising through direct mail? Check out DealFinder for a comprehensive automotive direct mail program that has the best interests of your sales initiatives at heart. You can pair this program with your other sources of advertising, such as email, automated calls, social media and live phone calls.
Why it Works
For automotive direct mail to be effective, it must capture the attention of your target clients. If you can harness the power of customizing direct mail to those who would benefit from it most, you can engage that core audience and increase showroom traffic. You may be met with some resistance from others in your industry who say direct mail has no place in today’s world, especially when it comes to dealerships. It’s costly, they say. It doesn’t work, they counter. But you know differently. You, as a savvy dealer in today’s economy know that if you can target the right audience, you can pull them in with deals, offers, promotions, coupons and sales. Yes, mailers can get expensive, but not if you do it right and narrow down to whom you send those mailers — the ones who have a much higher chance of reading it and responding to it.
Take a look at this stat from 2013: spending on direct mail in the United States was at about $45 billion, with a 25 percent rate of response in comparison with the rate of response for email, which was 23 percent. Return on investment is key. Give your customers something they can hold and touch, bring into the dealership, get a deal and feel better about the entire experience. Think about it in your own life: when you receive spam in your email inbox, all you have to do is read the title, decide if it’s something you’re interested in (most of the time it’s not), then delete it without ever looking at the content. Now think about heading to your mailbox and getting a glossy promotional in the mail for your region. You’ll at least look at it, see what the deal is and only then decide if you’ll take advantage of it or not. Give the reader a reason to keep that mailer — contest, coupon off parts or service, anything — and just like Arnold Schwarzenegger, they’ll be back.
How do you Achieve Success?
So how you do you actually ensure success through direct mail? That’s where DealFinder comes in. Utilizing DealFinder’s BDC, you can rest assured that all direct mail will be compiled and sent out, along with follow-up calls and emails to customers — all on a schedule that’s fully automated so you don’t have to do a thing. Letting direct mail work for you is as simple as playing on a person’s desire to win something or get a deal on something. This can come in the form of hard-copy coupons for service, online coupon codes, reply cards, reward cards and monthly drawings. This is how you connect on the most basic level with your customers. Present them with an offer they can’t refuse and you will see them in your dealership. Direct mail is still the most effective tool with which to do that. Use it in conjunction with social media, email, newspaper and other forms of advertising to get the most bang for your buck.