Tag Archives: automotive event mailers

The Potential of PURLS

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The more you can communicate to your customers in multiple channels the better. PURL’s often allow you to capture information via the internet that can be used to help you understand your clients. A PURL is one of the best ways to increase the response rate on your Automotive Direct Mail. PURL stands for “Personal url.” A “url” is a Uniform Resource Locator, or in layman’s terms, a personalized website.

Who is the personal in PURL?
Anyone you send an Automotive Direct Mail piece to will have their own personalized website. This is a great way to capitalize on our narcissistic tendencies as consumers. Because face it, we all love to see our own name in lights. We put on the mail something along the lines of “Attention John, check out your website below for added offers & discounts: “www.BuyACar.com/JohnSample” Every mailer will have a different website with the person’s name included in the URL.

What is the experience like for the PURL user?
•Automotive Direct Mail customer logs on to their PURL
•Fill out quick form of questions & info
•Customer receives a thank you email from dealership immediately
•They receive follow up email correspondence or email from an actual person at the dealership within the next couple of hours

Why would YOU put a PURL on YOUR direct mail campaign?
1. Reach untouched market. The people that respond to mail by walking in the door or picking up the phone are different from the people willing to go online to check things out. It is just one more avenue designed to get you sales.
2. Respondents are in the market to buy. Unlike some typical prize seekers, a great percentage of our people say they are in the market to buy in the next 6 months.
3. Boost traffic to your Website. After the potential customers log on to their personalized website we can set up a link to drive them back to your website letting them look at inventory or pre-qualifying them for an auto loan
4. Genuine Leads mean more automotive SALES. These leads are real and can be tracked in real time. You get an email stating they are looking at their PURL and that gives you the chance to follow up while they are still in the mindset of looking at cars.

This is a great internet marketing tool to use in conjunction with your Automotive Direct Mail that is greatly under utilized. You get a live interested buyer and your customer gets that personalized customer service they are looking for. Contact PrintAutoMail today at 951-461-1400 and ask us to give a boost to your Automotive Advertising Campaign.

Defusing Problems before they Explode

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While reading an article interviewing the new chairman of NADA, I came across an interesting statement. Stephen Wade said that one of the biggest complaints that dealers were having is that the NADA was doing too much. It sounded like the proverbial too many cooks in the kitchen problem. In a time where dealerships were being pitted against each other, Wade said one of the things that suffered the most was dealer relations and that one of his biggest goals of this year was to increase factory relations and to see dealers become more profitable. Not a bad goal, right? As Automotive Direct Mail suppliers it is a goal that we share and would definitely like to see.
Our working relationships are so important when it comes to how we do business and what we can accomplish. It made me realize we are all on a thin line between being productive and being inefficacious. Respect is at the heart of building business relationships. It is the glue that holds together the functioning of teams, partnerships and managing relationships. We understand this dynamic and have worked to foster mutually respectful relationships with all of our Automotive Direct Mail clients. Identifying and understanding differences allows people to shift their position to one of compromise and negotiation. If you know what you are looking for it is easier to defuse problems before they start. Below is a list of some of the main differences we see in the business world today.

1. Communication Styles- Not everyone communicates in the same way. It can be difficult at first, but once you have taken the time to figure out how each other communicates there will be fewer arguments and more done.

2. Non-Verbal Communication- Non-verbal communication can include body language, facial expressions, and tone. With this additional understanding of what is really being communicated more effective collaboration is possible.

3. Learning Styles- People learn in different ways. When we understand and utilize a person’s unique learning style it can make communication and understanding easier for all involved.

4. Differing Values- While if communicated and understood, these can usually be resolved. However, there are times when conflicting values can be so different that they cannot coexist on the same team.

5. Company Culture- Different companies have different cultures. It is important to realize this and give new employees time to learn and integrate into their new systems.

6. Individual vs. Team- Taking the time to identify and then address both individual and team dynamics are an important balancing act.

We have implemented these into our Automotive Direct Mail teams and have seen success when we identify the issue and take a minute to see it from the other side. I hope these help you in all your business needs and if we can do anything to help in your Automotive Advertising please feel free to email or call us at 951-461-1400.

We look forward to building a Team Relationship with YOU!