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Consumers and more specifically car buyers are callous to advertising messages, being exposed to over 3,000 every day from sun up to sun down, and who can blame them? The growth of the Internet has not helped  with more and more emails, mobile ads, search ads, social media ads, display ads, video ads, pop ups, re-targeting ads, preroll video ads, and on and on.

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This is why digital and direct mail marketing using complex variable data to be relevant to each customer is so important. Here are five tips to take your ROI to new heights:

1) Don’t use the word “sale.” Customers hear it everyday and its even a long standing joke (that they get) about car dealerships having a “sale” everyday. Yes, every day is a “sales day!”

2) Don’t use a bunch of colors, burst, and cute flashy artwork in your message. Again, its way overdone, it does nothing for anyone.

3) Replace cute art work with ways to save the customer money. Take relevant data that can be used to help your customers save money then show them how much they can potentially save each month comparing their current high interest rate car payment to a lower interest rate (and lower car payment) then total up the savings and present it in a simple easy to understand illustration.

4) Of course you want customers to reply or respond but let them do it their way. The more choices you give them to reply, the more leads you will get. Let them walk in, call in, or let them reply online by building each customer their own customized personal website. Make sure you capture them though, no matter how they respond.

5) Don’t send car buyers a letter from your dealership. In fact, don’t even make the letter or message from the dealership. Take the dealership out and create more of a third party message ending with your dealership location being the market area designated participating site. Like below:

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For more ideas contact Buy Mail Direct today!

Good selling,

Todd

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Overall brand loyalty stands at an average 49.5% so let’s just say car dealerships have a 50/50 chance that their new car buying customer is going to be back to do it again. There is no better time than now for dealers to dig into key stats and tap data driven strategies with both digital and traditional to gain market share BIG TIME!

The longer someone owns a vehicle, the less likely they are to trade it in for a new model of the same make. (Source: Experian)

With the average length of new car ownership being about 78 months, certain makes are held on to longer than others. Dodge and Buick have the longest ownership periods (average 113 months each) with Ford, Chevy, and Mitsubishi rounding out the top five.

Of course the short term vehicles owners have more loyalty and choose to replace their vehicle with the same brand 57% of the time.

What does it all mean for car dealers? From a digital and direct marketing perspective, it’s “Open Season” on Conquest owners and it’s a “wake up call” to take care of your customer base. If you as a dealership are not reaching out and touching your customers once a month or every other month, you can be sure someone else is.

Bottom-line, Registrations for light VIO here in the USA has reached a record level of 257,900,000. Brand loyalty is not what it used to be and never will be again. Conquest marketing is just as important as marketing to your customer base.

Hit them both, hit them often, and hit them hard!

Great Selling,

Todd Vowell

Year End Direct Mail Special!

Posted: December 2, 2016 in Uncategorized

Event:   December 26, 27, 28, 29, 30th, 2016

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The competition is setting up that last week of the year right now. We call it the “13th Month” because many dealers will do in five days what takes a month to sell normally!

Why is this week so effective? It all starts with using the “Year End Urgency” selling term to push the BIG, “YEAR END!” Thousands of car buyers wait until YEAR END to get the best deal. But that doesn’t mean they will just drive down to your dealership and buy.

Remember, car buyers only visit 1.6 stores physically these days, before they purchase!

You need to literally drive them down to your dealership.

You CAN NOT wait for them to come to you! (on-line or on the lot)

You must TAKE IT to them

Includes:

  • Custom Jumbo PC Piece
  • 1% Supply $25 Gift Cards
  • Four Color
  • Updated Targeted List
  • Postage STD
  • Artwork – Creative
  • Full Support – Training

Investment:

  • 5,000 Pieces: $4,499
  • 10,000 Pieces: $7,999
  • 20,000 Pieces: $11,999

 

Call the owner Todd Vowell 916-580-5190 for 28 years experience and one serious “Year End” Campaign, customized for your store!

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10,000 Piece Mailer Includes

  • Custom Message
  • 100 Android Tablet Certificates
  • Four Color
  • Targeted Saturation List
  • Postage Walk Sequence
  • Artwork – Creative
  • Full Support – Training

Investment: $6,499 Complete!

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Sendmeinfo@buymaildirect.com

 

From $3,999 Complete!

(No Commissions, No Overrides, No Bonuses, No Kidding!)

Lets Talk Turkey!

 

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1) Fleet of Over 200,000 vehicles hit the roads everyday

2) Over 500 Million pieces will be delivered today

3) 493,381 employees (Over 7,000 will deliver mail on foot today)

4) The Postal Service has the country’s largest retail network — (larger than McDonald’s, Starbucks and Walmart combined)

5) More than 113,000 Soldiers, Sailors, Marines, Coast Guard and Airmen veterans work for USPS.

6) It’s personal. You can keep letters and cards forever

7) Mail is reliable, trusted and secure (more than 200 federal laws protect the sanctity of the U.S. Mail)

8) The $1.4 trillion mailing industry employs more than 7.5 million people.

9) 5,581 postal employees were attacked by a dog last year (dedication)

10) 0 tax dollars received for operating the Postal Service

“Selling cars is personal. Its about building trust, confidence, and relationships. It all starts with direct mail and the right message in the right mailbox, at the right time…”

Great Selling,

Todd Vowell

Owner, Buy Mail Direct, Inc

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Two dealerships that sell the same make, in the same state (but 200 miles apart); run an aggressive digital/direct mail event to the same criteria, same weekend, same message, same hours, same type of balloons, same data, same inventory count, everything is the same.

Even the response is the same, they both get 110 ups.

But one dealership sells 31 units and one sells three. Does this ever happen? Every weekend for 29 years that I know of.

Why? What is it? If you’re thinking salespeople and preparation, you are right.

There is an old saying that “If you just don’t insult anyone, you will sell 10% of the attendees.” That really means make sure your salespeople buy-in 100% and make sure you have no “rain clouds.”

In respect to the blueprint , the big question is, when customers arrive, what is the plan? What will their experience be? Walt Disney was one of the first to really dig into this. No your dealership is not an amusement park. But if you have a well thought out plan for customers after they park their car, that your salespeople execute flawlessly, you will notice happy customers having fun and that will sell cars big league!

The important steps are making sure each customer is married into your event from the get go. You want to bring them in, separate them from their trade, and start “the experience!”

Don’t find the company who can just give you the best price, find the company who knows the car biz and can give you the best preparation!

Good selling,

Todd Vowell

CEO, Buy Mail Direct Inc