Car Dealers Educate to Cultivate!

Posted: January 17, 2013 in Uncategorized

EducateIt’s no secret, most people hate going to a dealership to buy a car.  They fear paying too much, being lied to, or being ripped off.  Many car dealerships have changed their tune and treat the customer right but that “reputation” still exists for car dealerships as an industry.  It will be a slow process but it can change.

One new challenge many dealers face is all the rants, complaints and false accusations from the Internet.  Some are valid but most are just a competitor or customer who want the impossible and no matter what a dealership tells them, they think it’s a rip off.  If you drop the extremes on both sides of the curve, most customers are good, rational people who just want to be treated fair and with truth.

After writing Automotive Direct Mail Marketing copy now for over 26 years,  you learn a lot when your goal is to “separate from the pack”. Back in 1996, when we wrote the first few events for the now famous “Butterball Bonanza”, people said we were crazy.  No one is going to drive down to a dealership for an $8.00 Butterball Check thinking they can get a Thanksgiving Turkey.  Over a million turkeys later and every single competitor in the industry doing it now, the skeptics got that one wrong. When we wrote the “Certification Test Market”, people said it was “too wordy”, no one will read all that, they prefer short sentences, pictures, fonts, burst. Once again, 100 million pieces and 400,000 deliveries later, we proved them wrong again.

Difference-It’s important to note that these events were founded, created and inspired by a desire to not do what all the other dealerships were doing at the time (with success), believing 100% that for true success, you must separate yourself from everyone else or you become like everyone else.

Today, we have a similar circumstance. We have a situation where dealerships are sending out mostly High Traffic, Cash Give-a-way, Buy Backs, or some type of Pre-approval piece.  There is NOTHING wrong with these mailers. There is a segment of people who will respond every time. But there is a bigger segment that does NOT respond and never will.  WE WANT THAT SEGMENT!

Imagine sending a direct mail piece out to people (in the market for a vehicle), that had not one word about any “Super Red Tag Sale” or “Match this and Win $10,000 Cash”, and so on. You get the picture?

This is a direct mail piece like no other. No where do we try to sell a car.  All we (YOU) do is educate the car buyer (but make it interesting) and keep them engaged. We also make sure we brand your dealership throughout the piece.

You are saying to the 5 mile radius around your dealership, “We know the purchase of a new car will be your family’s biggest investment (outside a house) in your life time. We don’t take it lightly and we want you to know that we are here and we are ready to do business, when you are ready.  We don’t want you to be uncomfortable when you arrive.   We want this to be an exciting POSITIVE event for you and your family.  We have put together some important tips on everything from selling your current vehicle, to financing, picking out the right car that is affordable, and everything in between”.

Here is a sampling of what is in the piece:

  • Automotive Financing 101:
  • Glossary of Automotive Industry Definitions:
  • Credit Score Basics:
  • Wallet Card: Key Reminders Before and During Your Dealership Visit:
  • Taking Steps To Boost Your Credit Score:
  • Trade It or Sell It: How To Get Rid Of Your Old Car:
  • How to Avoid Scams in Car Buying Transactions:
  • “Just Marrieds” In the Driver’s Seat When Buying Their First Vehicle:
  • Recent College Graduation Discount Program:
  • Everything You Want to Know About Buying a Car But Were Afraid to Ask:
  • Our Dealership Is Proud to Support our troops:
  • Ready To Shop For a Car? Take the POP Quiz and Find Out!

Each piece is customized but you get the idea.  There are so many dealerships right now that do so much for their communities, it’s amazing.  They put some information on their website but that’s about it.  Car dealers are some of the most generous people in the country.  They are leaders in their communities and have incredible stories to tell.

This piece is loaded with so much information and value; you don’t even have to ask for their business.  The dealership is willing to say to customers, “We are not in the business to trick you into over paying for that new car.  We sold your parents a car and we want to sell your kids a car. We know if we treat you right, you will tell your friends and neighbors”. Plus, you will hopefully bring your vehicle back for service. When it comes time to buy another car or an additional vehicle like a truck or Sport Ute (as your family grows), you will come back where everyone knows your name and you are comfortable doing business”.

What about legalities?  How about “Peace of Mind”… With so many rules, lawsuits, shake downs, wouldn’t it be refreshing to send out a Direct Mail Piece that doesn’t need disclaimers and is just good solid branding and building relationships?  Isn’t that what its all about anyway?

Affordability…  Since this piece is not Time Sensitive, you don’t need to pay a premium in postage.  With postage being the most expensive part of any direct mail piece, that’s good news as well.

SocialMediaMessXLThe best part is this information can all be formatted for email, social media, and a host of other digital marketing strategies! Great Selling!

By Todd Vowell, Copyright 2013
All Rights Reserved


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