Car Dealers Can Double Their Direct Mail Investment

Posted: September 10, 2013 in Uncategorized

Direct mail marketing is up 23% this year for a reason. It is still the most effective tool to physically drive traffic to your dealership (not just a website). After 27 years and over 350 million pieces of automotive direct mail, here are a few tips to double, even triple your investment.

3 Tips To Sell More Cars & Earn More Revenue From Your Direct Mail Investment:

1) Prepare The Backbone!   backbone

Your salespeople are the backbone to any direct mail event. Negativity is contagious but so is positivity. Go to your “top dog” and tell them you need their positive attitude all week. Then have at least one meeting (preferably on the day of your event) and go over a game plan. Your salespeople with their excitement and commitment level will determine the outcome over everything else.

2) Know Who You Are Investing In!I dont know

Dealers invest on average $4,000 to $10,000 on a direct mail event. Make sure you know not just what your buying but who? How long have they been in the business? Ever been in the car business? Are they being motivated by a commission check when figuring out how much mail to do? Are they picking zip codes or feathering? Are they mailing Standard rate or First class? (Too many ad agencies are now trying to sell direct mail and think cheaper is better. This is so dangerous!) Don’t “buy it”…

3) Technology Saves Money!technology

There have been some incredible advancements in technology both for data and printing. Having the ability to print on the fly using complex variable data can save you so much money.

When done correctly, you can literally reduce your mailing by half and keep the “cars delivered” the same. To much emphasis is being put on the “per piece price”. Dealers MUST look at the TOTAL ROI and not just the “per piece price”! If your investment for 5,000 pieces was $5,000 and the return is $51,500, who cares if the “per piece price” was a dollar?


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