Archive for January, 2014

Digital + Direct Mail = Record Weekend

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There is NOT a more robust Presidents Day Weekend Event. We have combined Digital including a Complex Personal URL, Variable QR Code, and then Traditional Direct Mail, lastly added the strongest hook out there (Gift Cards)!  This is HOTTEST ticket out there, hands down.  Even if you’re not a big fan of hooks, we have made the Gift Cards affordable, desirable, and you will be proud to hand these out at your event! Click here for Gift Card details. Multichannel at its best. Stronger than a can of spinach!

Don’t Miss The 1st Big 3-Day Weekend! 

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February 14,15,17 Weekend

Event Includes:

  • 10,000 Pieces
  • Custom Variable Personal URL
  • Targeted Mailing ListBallot box
  • Variable QR Code
  • STD – Priority Postage (Mon. deadline)
  • Four Color
  • Personalized ballot box with YOUR Logo
  • 100 Gift Cards broken out below:
  • 35 $25 Gift Cards
  • 35 $50 Gift Cards
  • 20 $100 Gift Cards
  • 10 $250 Gift Cards
  • And Shipping

Investment: 10,000 Pieces $6,999

(Sign up today, get a $850 Personal URL Included)

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Call Todd Vowell Today!

Office: 916-259-1751

                         Cell 916-580-5190

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stop whiningStop! Stop the whining! Stop hyperventilating when the thought of buying a new car crosses your mind.

Just Stop It!

Your parents. Your parents parents. Even your parents parents parents, all bought cars before you and lived to tell about it.

I Realize you are concerned that the dealership might earn money off you. Be rest assured, they will!  It is called capitalism. It is how you (or your parents) got the money for the down payment on the car your buying.

OK no more zingers and all kidding aside. I have read car dealership reviews on-line from around the country for years now, and it seems the younger they are, the more vulgar they are. It is clear that some people have no problem calling the local car dealer a liar, cheat, scum, rat, and all kinds of other words not fit for print. Why do some people feel it is ok to trash an entire industry anyway?

Please, stop and think about it. The Internet can be so helpful, yet so hurtful sometimes.  If you were treated wrong at a dealership, go somewhere else or ask for someone else. You were raised with computers and the Internet, so you and your kids will decide the future of it.

How many car dealers, managers, and/or salespeople do you really know?  Did you know most car dealers give back to their communities thousands of dollars every year to help with the homeless, the hungry, our military, youth groups, education, first responders, to name a few. Managers and salespeople volunteer their time on a day off to get involved in local charities. I could share so many incredible stories with you from all over this great country. You don’t hear about it because that’s not why they do it…

How about Mr. Frank Blankenbeckler from Texas. His family opened their Chevy dealership in 1926. They have been supporting the local community for almost 100 years.  They employ over 90 people in their home town of Waxahachie and generate over a million dollars in tax revenue every year. That is 90 people, 90 families with kids, college, homes, restaurants, furniture, doctor visits, groceries, etc. This dealer received a “shut down” letter from GM a few years back during the big bankruptcy. The owner Mr. Blankenbeckler flew to Washington and fought. He fought hard including testifying before Congress. His store is now open today. Who wouldn’t want to buy a car from this dealer?

Or how about Mr. and Mrs. Lee Carlson in Minnesota. Their dealership weathered wars and economic storms but also received a letter from GM that their contract will be terminated. After 90 years in business and supporting the local community as well, they were told to just hang it up, call it a day, from one letter. This is just incredible. They also fought back and are open today for business. This family did not deserve all that. Car dealers do not have a walk in the park.  These are hard-working men and women that inspire us all!.

A few questions for you. Why does it bother you so much that car dealerships earn money from your automotive purchase anyway? Is it because you think they earn too much money? How much is too much? Do you get just as upset and worried when you buy other items like a DVD player, jewelry, or a couch?

There has been so much concern for so long, that companies now post not only what the dealer paid for their new inventory, but even what other customers paid. So believe me, dealers know this, understand it, and realize they must be super competitive up front or risk lost business. That means you will get a great deal. The dealership will earn very little money. So relax, celebrate!

Now that we have all that out-of-the-way, go have some fun buying your new car! Get just the right color. Test drive them all. Make a day of it. You will be amazed what they have done with technology in the newer models. When you’re not all stressed out, you can think clear and really have fun!

Oh and you don’t need to change your voice and call the dealership. You don’t need to make up a namebouncer when you fill out a form on the internet. There is no need to bring a kick boxer or “security” with you when you go to the dealership either.

You can do this! It is so easy and so fun. A lot  of dealerships even post “how to buy a car stress-free” on their website!  Car dealerships want to make buying a car fun for you. Why? They want and need good reviews. They want you back! They know you won’t come back if you’re not treated right. It’s a no-brainer really.

Do you realize what you are missing? Buying a new car, especially the first one is so exciting. Not only is it an accomplishment, it will be a part of you forever. EVERYONE REMEMBERS THEIR FIRST! You may even call your new car some cool nickname. My first brand new car bought right off the showroom floor at Chico Nissan was a 1988 Nissan Maxima or my “Madmax” if you don’t mind…  50 years from now, you will forget a lot of stuff. But you won’t forget the first car you bought, guaranteed. Now, GO BUY THAT NEW CAR with confidence and a smile!1988 nissan max

Sincerely,

A Concerned Baby Boomer (No that’s not me up top)…

price is what you payThe evolution of VD (Variable Data) has changed the rules for automotive direct mail marketing forever. However, many car dealerships still calculate the value of a promotion by looking at the “per piece” price. The good news is most dealers know the rule of value and justified investment better than anyone.

For example, a dealer does a 10,000 piece high traffic saturation mailer for .50 each ($5,000) and has 200 ups with 10 delivered. Then the dealer does a highly targeted 7,500 piece multi-channel complex variable data piece for .85 cents each ($6,375) and has 80 responses with 16 delivered.

  • 10,000 Piece High Traffic Mailer  – $5,000.
  • 200 Ups
  • 10 Delivered at $3,000 a copy is $30,000.
  • Net $25,000

 Compared to:

  • 7,500 Piece Targeted VD Mailer – $6,375
  • 80 Responses
  • 16 Delivered at $3,000 a copy is $48,000
  • Net $41,625

Those numbers are very realistic. But make no mistake about it; you need to work with a company that truly understands complex variable data and how to utilize it in the car business. The message, market, data, Personal URL, and other key tools need to be executed correctly.  It’s one thing to utilize VD and put a PURL on the piece; it’s another to match the data with the images and place the right kind of PURL on it.

If you’re a dealer/GM but skeptical, do an A/B test. It’s worth it. You will find even within your team at the dealership that a highly targeted VD mailer is the way to go most of the time. Salespeople don’t like weeding through 30 people to sell a car (five days straight). That’s why you find your salespeople hiding in a closet sometimes (true story).

Don’t misunderstand the big picture. High traffic mailers have their place. Every dealership should do at least a couple a year. Three day holiday weekends and year-end are good times to hit it large! But again, don’t just “spray and pray”. Get the right company and set it up correctly. Then practice, drill, rehearse over and over.

Lastly, always remember, “a different message, gets a different customer every time. Car buyers are like fish,five artificial angling baits some bite on minnows, some night crawlers. Change it up, always try something new and make sure to A/B test your way to success.

See on Scoop.itAutomotive Direct Marketing

Big data is turbocharging the old-fashioned business of direct mail marketing, giving dealers the ability to pinpoint prospective customers and tailor their appeals right down to the desired monthly payment.

See on www.targetmarketingmag.com

See on Scoop.itAutomotive Direct Marketing

Much of the commercial Web relies on advertising, but increasing use of ad-blocking software is just one of the problems that advertisers face.

See on bits.blogs.nytimes.com

See on Scoop.itAutomotive Direct Marketing

Worker ants are a funny old bunch, of many shapes and sizes. But they tend to get bigger and smaller much more often than evolving entirely new shapes, according to a new study.

todd vowell‘s insight:

Proverbs 6:6-11 Go to the ant, thou sluggard;consider her ways, and be wise : Give this article a few minutes, you won’t be disappointed! www.buymaildirect.com

See on theconversation.com

See on Scoop.itAutomotive Direct Marketing

A study of business-to-business marketers found 85% say being a marketer is more challenging than ever.

todd vowell‘s insight:

No question, Digital for BtoB is very effective. www.buymaildirect.com

See on adage.com