Automotive Direct Mail and Digital Marketing Better Together

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.

Automotive Direct Mail that gets 7% Response

Automotive Direct Mail Embossed Credit Card has continued to surpass all expectations.

In general, Automotive Direct Mail  has done its part, history shows that it does drive traffic to the local dealership. The problem is not that it does not work but it is because the local market is saturated. There are Automotive Staffed Event teams out there that have hit a market so hard that all the buyers are dried up and all you are left with are the gift seekers that dealerships see over and over again. The Automotive Personalized Embossed Credit Card when designed properly does not target the gift seekers but the buyers!

Psychology plays a major role in how Print Auto Mail comes alongside the dealership with assisting in finding the buyers that are needing a car and not just searching for a deal or a freebie.  The personalization of the embossed credit card brings a more authentic feeling to the consumer and it separates the Auto Dealer from the other Dealers that are doing the non-personalized credit card mailers. We also couple that with a live BDC appointment setting, call center and live bar code scan and scanner for more effective response tracking. Each Automotive Dealer that has done the personalized embossed credit card with us has repeatedly done it with great responses.

This Automotive Direct Mail campaign will NOT disappoint and will MOST DEFINITELY drive buyers to your doors!.

Give us a call today!

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Bi-fold & Tri-Fold: Is there a difference?

     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.

21st Century Slave Trade?

Social responsibility is something that seems to keep coming up in many various conversations and reading material that we have seen lately. Social responsibility defined is “an ethical ideology or theory that an entity, be it an organization or individual, has an obligation to act to benefit society at large.??? One of the nation’s largest retail stores has put together many programs to help out neighboring communities, such as giving a percentage of sales to local schools and sponsoring a free museum entrance on the first Sunday of the month. So, when I came across an article that had on their homepage Wednesday regarding global slavery and what we can do about it, I felt compelled to pass it along to you.

The article is part of the ongoing “Freedom Project- Ending Modern Day Slavery??? from CNN. The article starts by addressing sheer numbers that have captured my attention. Estimates range anywhere from, ten to thirty two million people that are caught up in some sort of slavery today. That’s right ten to thirty-two MILLION! Experts in the field say there are two main reasons for this discrepancy. The first reason is that the people they are counting are, by definition, a hidden population. There is often shame, fear, and embarrassment associated with this issue and those that are caught up in it keep to themselves. “The second problem is more of a theoretical one where the definitions are not specifically in place. We don’t have a common definition as to what slavery is.??? I think the most encompassing definition comes from Roger Plant, who formerly worked at the ILO, when he said, “when you get into work or service without the freedom of choice and you can’t get out of it without punishment or the threat of punishment.??? The biggest consequence of incorrect data is not knowing the full scope of the problem or where it’s concentrated. This can lead to poor decisions on where to focus resources and how best to solve the problem.

That leads us back to the beginning. What is our responsibility in all of this? What can we do and will our small part really make a difference? We, at PrintAutoMail, know the importance of stopping the cycle of slavery. We contribute and volunteer with those companies that have that in mind. Another initiative that seems to be gaining ground in combating slavery is the fair trade movement, which seeks to govern work conditions and wages. I think when it comes down to it, it doesn’t matter what you do, as long as you educate yourself and resolve to DO SOMETHING!

What about you? What are you doing to promote the general welfare of humanity at large? Leave a post and let us know your thoughts and concerns. Let’s stand together to get the awareness out and DO SOMETHING!!







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