3 Steps To Selling At Least 20 Vehicles Off a 10,000 Piece Mailer:

Posted: September 19, 2013 in Uncategorized
Tags: , , , , , ,

“We tried Direct Mail, it just doesn’t work around here”…

Don’t be mislead, direct mail works great when executed correctly.  This is prime time for automotive direct mail marketing. With Model-year-end clearances, Model intros, Turkeys, Holidays, this is the busiest time of the year. So in the next 60-90 days, you want to capture as many leads as you can (rest assured, your competition will be). After these leads are captured, you nurture them to beautiful fully grown “car buyers”!

3 Steps To Selling At Least 20 Units Off a 10,000 Piece Mailer

1) Fine Tune Expectations and Mind Set!stop

Stop looking at Direct Mail marketing as a “quick fix”. We live in a microwave society but patience is critical. Many mailers today are not even an event (they are a lead generator). We are conditioned to think results from a weekend mailer are 10,000 Pieces, 100 ups, and sold 21 cars. Think and prepare for more of a long term approach.  

2) Prepare

When you prepare for the direct mail event, make sure you have that “Capture” mentality. Use all the tools you currently possess before, during, and after the mailer. Today’s are you readyautomotive CRM platforms are incredible (i.e. DealerSocket, Smart Phones, Tablets, VinSolutions, ELead, Etc.). USE THEM!

If you do a 10,000 piece high traffic mailer and get 150 ups, make sure your staff understands the importance of inputting all leads into your CRM and start the drip marketing process that all these CRM’s have built in. If anything, it is an insurance policy to cover your direct mail investment. You will enjoy a very impressive ROI that increases every week, not dwindle! Besides, if you are going to invest money to bring consumers on your lot (AND feed them PLUS offer a FREE GIFT), you deserve to get (or ask for) their email, trade-in info, phone number, etc.!

3) Investment

Shop experience and reputation, not just price. Don’t let price determine what mailer you do. (If you saved $750 on paper, but sold 6 units instead of 11, you didn’t save anything, you lost money).

There is never a shortage of cheap mailers (back of automotive news .29 cents). Cheap mailers produce cheap results and usually leave a dealer thinking “direct mail doesn’t investment2work around here”.

But if you’re going to invest in the most powerful tool available (direct mail marketing), go with someone that has been around 25 plus years. Odds are pretty good they have a formula that works and works well.

Too many people with no automotive digital/direct mail marketing experience are calling on dealers with no real strategy or understanding of the business. All they need is training, but don’t be the “volunteer”…

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s