For those of us that have been in the industry for a while, we know that Automotive Direct Mail is a cost-effective way to advance business and generate revenue. If you are looking for one of the most balanced strategies, automotive direct mail can walk the line between effectiveness and cost. It is significantly less expensive than methods such as direct-response television ads and telephone solicitation, while it generates more responses than magazine, newspaper, and radio ads. We have seen a huge shift in the way that we promote business. There is also now a whole new realm of online and email marketing that we can use in connection with Automotive Direct mail campaigns.
Multichannel customers, those who shop online as well as in person, can be some of your most profitable customers. The Wall Street Journal reported on a study done by the US Postal Service, and wrote, “…consumers who received catalogs from a retailer spent 28% more on that retailer’s Web site than those who didn’t get a catalog. ‘The more often you mail,’ the study said, ‘the more sales you could see.’ “This study just shows what we’ve known for years. It is important to identify your multichannel customers and design a direct marketing program to maximize your sales and profits from these customers. You can increase your sales, sometimes exponentially, by combining your automotive direct mail with a managed email marketing program that reaches your computer-savvy audience that they can also share with their online friends.
Saturation mailing can be one of the most cost effective automotive direct mail marketing there is, targeting every potential customer within a given geography. Typically, saturation mailers have only a few filters and produce a very healthy ROI when planned and delivered correctly, but there are key factors that you must manage to make sure your saturation mailing is successful. We’ve seen dramatic increases in profits when clients combine postal mail with email. E-mail marketing solutions are a very affordable way to enhance your automotive direct mail marketing program. It has been said that more than 90% of online consumers check their email at least once per day—and an astounding 77% say email is their preferred channel for receiving permission-based promotional messages. It is important to take advantage of this within our automotive direct mail campaigns. It is important to not replace one with another but to open a new aspect of potential and prime customers in your market.
One of the most effective ways to promote your business is through folded automotive direct mail. They provide more space than postcards while remaining portable. Self mailers expound on your business’ products and services while providing space for highlights and headlines, and for visual elements such as images and symbols.
An important advantage of custom printed self mailers over other marketing media is the folding options available, improving portability and the capability to better organize your mailers text. We have 2 popular options for your automotive direct mail needs. The custom tri-fold self mailer configuration is chosen by many businesses because it offers six panels when complete, which is enough real estate to lay out your text and images without the end result looking crowded or busy. With custom tri-fold mailers, you can emphasize certain areas of your mailer and also use to your full advantage the sequence in which your readers will open your custom printed mailer. With this folding design, you can arrange your panel headlines from most important to least in the same sequence your reader will be opening your automotive direct mail. It is important for your automotive direct mail to create a professional custom mail piece. The tri-folding of the mailer is done in a way that is set up to be very cost effective. The tri-fold design fits within the “letter class” of mailing which is one of the cheapest classes of mail possible. This type of automotive direct mail is typically trucked to the SCF (sectional center facility). We sort the mail down to carrier route walk sequence, allowing for quick delivery and extra postage discounts.
Another option for your direct mail campaign is the Bi-fold mailer. Also called a half fold or 4- pager, these mailers are good option when you want your automotive direct mail to stand out a bit from the other mail in your customer’s hand. They are folded to 8.5 x 11 which is considered a regulation “flat size” mailer. They are an effective and convenient style of print that is sure to please. We have found great success in shipping these mailers directly to the DDU’s (Destination delivery unit). With this option, the mail is going directly to you local post offices. No waiting for processing before mail delivery. Because of the additional processing and flat postage cost, this option is a bit more expensive, but perfect for someone who is looking to see delivery faster and more direct.
Whichever option you choose, there are distinct advantages to choosing either option. Let Print Auto Mail create an impacting campaign for all your automotive direct mail needs.
It seems like every time I turn around I hear someone say. “There’s an app for that!” I would be hard pressed to find 5 other words that so acutely articulate the trend of advertising and marketing today. People are in motion, they are latching on to social media websites like there is no tomorrow. All of these statistics are out there and you can no longer ignore the fact that there is a new way to be advertising and integrating your marketing. The question you need to be asking yourself is “How do I turn this trend into increasing my ROI (return on investment) for my dealership?”
You have probably heard something about Multi Channel Marketing. It is simple stated as, “the ability to drive marketing through more than one channel”. This is something most marketers have certainly achieved. The next level in your Automotive Internet Marketing plan should be to include Cross Channel Marketing. It is used by driving a single campaign with a consistent message that is coordinated across all forms of marketing channels. It is no longer sufficient to say that you have used email marketing and Automotive Direct Mail. To optimize your customer’s experience, there is a huge benefit in hitting them with consistent communication. It is time to delve into the world of Cross Channel Marketing or fear losing your potential clients to the guy next door who is.
Even if you are using various forms of Automotive Internet Marketing, there are often problems that are cause by lack of coordination. Using multiple vendors or sites make if difficult to track interactions within your promotion. Each different channel has specific and unique goals and attributes that must be taken into consideration when producing your Automotive Internet Marketing Campaign. We can no longer afford to treat each form independently but rather use a centrally designed driver and synchronize all the channels. Companies like PrintAutoMail have been able to catch on to this vision and are successfully integrating traditional forms of Automotive Direct Mail Advertising with the emerging Cross Channel Marketing.
A Cross Channel Marketing platform greatly simplifies the execution of cross-channel campaigns, enabling marketers to essentially create single campaigns that are duplicated across a variety of means of expressions. Content, graphics, and offers remain homogeneous. Campaigns are coordinated across the channels. The move to Cross Channel Marketing is becoming more vital to a businesses success and their ability to reach their customers who are increasingly on the move and turning to these forms of communication it their work, play and everything in between. In the New Year it is as important as ever to make sure you are doing everything you can to reach every customer possible. Explore all the options that Cross Channel Marketing allows for you.
Contact PrintAutoMail Today @800-340-5885.
Revamp your Business Plan
Researchers say we are technically out of the recession and the economy is growing. Albeit it is not nearly as fast as anyone would like, but we still must acknowledge that fact. To stay still is to die a slow death. Now is the time to rework your business plan and take the steps to move to the next level. Find the best ways for you to find new business and take the time to evaluate and re-examine often-keeping what is working and leaving the rest behind. Growth requires change and moving forward.
Find New Ways to Excite Employees and Customers
A well thought out bonus program can help focus your staff’s attention on key metrics such as sales, profits, productivity, and customer satisfaction. Find ways to get people excited to come to work- have a contest, play a game- there are many ways to energize your employees that are just out of the realm of what is normal but enough to shake things up and get the juices flowing.
Explore New Channels
When the market down turned a few years ago, business understandably went after the cheapest available options for advertising. Now, with the uphill shift we can see the change in the market. Successful companies are letting go of single path marketing and jumping feet first to all forms of marketing. That is where companies like Print Auto Mail excel by taking away the fear of the unknown and set you up with a budget incorpomulti channel marketing rating many conduits for your marketing program.
Diversify your Marketing Spending
A recent study shows that 80 percent of consumers rely on more than one channel when making a purchase decision. It is not just about recurrence. A potential client needs to see you in different aspects. We need to make sure your marketing budget includes all forms of advertising from automotive direct mail, SEM, radio, point of sale visuals. We need to remember that people generally have one type of learning style- either by seeing, hearing, or doing. They will most likely be enticed to buy that same way. Are you covering all 3 ways when you advertise to potential customers?
Automotive Direct Mail works-plain and simple. The cost is as expensive as it needs to be to get the maximum response, so I have heard. Well that is true to a point. You can’t expect 1000 ups on a 5000 piece bankruptcy letter. Though it could happen, it is not likely. To get your 1000 ups, you’re going to have to spend some money, but the return on your investment will be much more substantial as well. The true test to all of this is what you are spending the money on and why. If your driver (Automotive Direct Mail), has no draw or hook to entice people to come down to your dealership, why do it at all? It is a waste of money. Also the company you use is very, very important. Openness, Honesty, and Diligence should come to mind with out hesitation when you think of your company. I would highly recommend if you have that kind of relationship with an Automotive Direct Mail company and you trust them stick with them. The bottom line is to do your homework and always look for the best automotive direct mail pieces that will drive traffic to your dealership, not what is the cheapest. You will get what you pay for, I promise, so why not pay for something that is going to work? Be blessed.