Automotive Direct Mail has been a driving force in the auto industry now for many years. It has been a proven marketing medium time and time again with a long track record of success. You have many forms of direct mail strategies whether it be a 11×17 key mailer, or an 8pg credit card mailer, whatever it might be, one thing is for certain having options has never been a problem. Automotive Digital Marketing is fairly new with less of a track record; however if done correctly, has and does produce optimal response. Recently there has been a trend called “multi-channel marketing” and it is slowly making its way into the automotive industry. Automotive Multi-Channel Marketing refers to the practice of interacting with consumers using a combination of indirect and direct communication channels such as –websites, social media, newspaper inserts, direct mail, email, mobile, radio, TV etc; thus enabling the customers to take action in their responses – preferably to buy a new or used car or go to the service department – using a combination of each medium of their choice, but all with the same message. There are many dealerships out there that do this form of marketing consistently but most of them do not. Dealerships are prone to have a different message in all their advertising. Their direct mail campaign is different than their TV commercial or what they are pushing on their social media.
I have found there are a couple of reasons why this is happening. First, dealerships do not have a marketing company in place that offers such capabilities and secondly they do not fully understand why multi-channel brand marketing is so vital. Automotive Multi-Channel Brand Marketing allows consumers to see the sale and branding compiled in the multiple advertising mediums portraying the same message.
Herbert E. Krugman had a notion that has been adopted and widely used in the advertising arena across the globe. The following statement encapsulates his notion: “Let me try to explain the special qualities of one, two and three exposures. I stop at three because as you shall see there is no such thing as a fourth exposure psychologically; rather fours, fives, etc., are repeats of the third exposure effect.
“Exposure No. 1 is…a “What is it?” type of… response. Anything new or novel no matter how uninteresting on second exposure has to elicit some response the first time…if only to discard the object as of no further interest…The second exposure…response…is “What of it?”…whether or not [the message] has personal relevance…
“By the third exposure the viewer knows he’s been through his “What is it’s?” and “What of it’s?,” and the third, then, becomes the true reminder . . . The importance of this view . . . is that it positions advertising as powerful only when the viewer…is interested in the [product message]…Secondly, it positions the viewer as…reacting to the advertisement—very quickly…when the proper time comes round.
Print Auto Mail is a company that has adopted Herbert E. Krugman thinking and has perfected it using direct mail as the main driver. They have proven that using the direct mail message as the forefront to start the overall advertising message has been proven to drive much more traffic than if they had used TV or any other medium. Direct mail is able to saturate a market much more effectively than any other medium. A dealership can virtually target every person directly in their target market, compared to T.V, Inserts or Social Media in which not everybody will be using constantly, but only on occasion. However, each person does have a buying pattern and needs to be reached in other forms of advertising. If the message they are seeing is always different, they will not see any significance in the advertising and will be less likely to respond. But if the advertising brand message is the same throughout each medium used with the direct mail as the main driver, the odds of them responding to the advertising, studies have showed to be 10 times higher.
Print Auto Mail specializes in Automotive Multi-Channel Brand Marketing and has packages readily available for any Automotive Dealer in the United States.