Automotive Direct Mail Campaigns
It has been known to businesses that direct mail marketing is a highly profitable marketing channel. If carried out well, it gives great returns and high response rates. But, the difficult situation faced by automotive dealers when planning marketing campaigns is the very long, average buying cycle of a new vehicle. Cars being expensive, are not bought as frequently. So most of the direct mails end up in trash. The key things, to avoid being ignored by a prospect, the marketers should know are listed below.
Targeting the Right Audience
To be effective in a direct mail campaign you need to target your audience. Instead of mass mailing to everyone, find the right set. Using consumer records of 100s of vehicle owners you can target specific types of consumers for your business. For eg. you can increase traffic to your dealership by targeting vehicle owners with a lease expiring in the coming months. Target the consumers with DIY behavior, owners of certain make/model/year vehicles or consumers with a history of mail order activity.
Relevant Information
Education is important. Cover the important points in your mails and provide a URL where customers can ‘learn more’. Try to answer the questions that consumers didn’t know they had. This bit of information will inspire people to pay notice to the mailer and give the brand extra attention.
Personalization
Mail with a named recipient and a personalized greeting is more likely to be opened and read. You should address it to the right person, within the household. Personalized mails are a good way of building lasting relationships.
Give Incentives
Most of the consumers simply aren’t in the market for a new car, immediately. But you can get them to know you by offering them incentives. For instance, if your dealership has a service department, get those potential buyers in for oil changes, checkups etc. You can also offer discounts on accessories etc.
Surprise Gift
Attach a small surprise gift with your logo to stay on your prospects’ minds. Examples include refrigerator magnet clips, post-its or local baseball team schedules with your contact details. People will not want throw away such stuff.
Digital Marketing
Combining direct mail with the power of ‘digital world’ is more likely to produce desired results. Print your social media account information in all your mails. Personalized URLs and QR codes(leading to personalized landing pages) can track individual consumer choices and behaviors for later usage.
You should take every chance you have to get in front of your consumers. Try reaching out to your existing or new customers who are looking out for what you have on offer, through direct mails that they can connect with. When they receive mails from brands they recognize, they are less likely to throw them in the trash. Contact our, full service advertising agency, Premium Productions to get started so we can get started!