Automotive Direct Mail | New York Car Dealer Advertising Agency
Direct mail is dead, right? Increasing postage costs, paper, handling all the mail and so forth lead many to the conclusion that direct mail is inefficient and expensive. It is true that the amount of direct mail is slowly decreasing with the rise of digital marketing, but there are good reasons you should consider direct mail to promote your dealership. Here’s why direct mail is still a powerful marketing tool:
Direct mail is becoming less saturated. The simple fact that many businesses have abandoned direct mail means that your potential customers are seeing less of it in their mailboxes. As a result, your direct mail pieces have a greater chance of being seen. Many customers are still tuned to reading mail in their mailbox while ignoring emails or messages sent through digital formats. You have a greater chance of having your message read by a prospect if you send them direct mail.
Direct mail can be easily targeted. The growth of digital marketing had a positive side effect for direct mail — the growth of data collection. Mail can be targeted to specific areas, using personalized messages for potential customers versus a standard “dear customer” greeting that will be ignored. Dealers no longer have to send out thousands of direct mail pieces to get a few responses. The Internet can be connected to your direct mail by having a URL on the piece which allows Internet-savvy customers to contact you. Data collection allows dealers to see customers who own specific vehicles and model years and even show customers vehicles they can purchase from you with similar monthly payments. The more you can target an individual’s need or desire for a new car, the better your chances of having them respond.
The new keywords are “omni-channel marketing” and you need it. The term simply refers to the fact you can send a piece of mail to someone, then allow them to either show up at the dealership, call a custom phone number, or contact you via your website. This offers you the advantage of dealing with customers more comfortable with mail, Internet, or phone. This prevents your message from being lost on a demographic that isn’t interested in communicating with you only through digital methods.
Premium Productions is your expert connection to automotive dealership marketing. Direct mail or digital, we can create and support your advertising programs large or small. Contact Premium Productions for a consultation, and let us show you how we can target your best customers and new prospects.