Archive for October, 2015

three cars garage

A record 57 million Americans now live in a multi-generation family household. (PEW Research) That explains why almost half of all households have at least two vehicles, even three. This is a huge opportunity for automotive dealerships.

In the last 25 years, it has been standard practice (or a default) in the automotive digital/direct mail marketing world to always “checkmark” and only mail to “one per household.” That is not such a good idea anymore if you are executing a variable data approach in order to be RELEVANT to each household recipient.

Let’s say for example, you are a dealership wanting to send out a “Buy Back” piece. (By the way, if you are not doing a “Buy Back” piece to (at least) your customer base a minimum four times a year, you are literally giving your customer base away to the competition) So anyway, you hire a company, send them your customer data list and they do the mailing. They may even submit your customer vehicle info to Black Book or KBB for current values to be appended for sweet perfection.

However, what about that other vehicle(s) in the driveway? What if you send a “Buy Back” piece to “Joe Customer” when actually it’s “Joe Customer Jr.” or even “Jolene Customer” who is thinking about selling his/her car and getting a new one? Don’t you want to make sure ALL vehicle owners in the household get your “Buy Back Notice?” Of course you do!

If you’re going to invest in a “Buy Back” campaign, make sure you hit every vehicle owner, every opportunity, in each and every household. (No matter if you sold the car or not) Finding the right Digital/Direct Mail Marketing Company to partner with in today’s competitive market is critical to your success. Taking your customer info and running it up against a master file in order to pull down the “year, make, model, and names of all vehicles owners in each of your customer’s household gives you the edge to dominate the market.


My time is up, great selling!

Todd Vowell



This is about being proactive and reaching out to local vehicle owners with an aggressive offer to buy their car based on real market vablackbookjpeglue numbers. (Not waiting for the “Internet car buyer”) No matter if it is Black Book or KBB, the road to success goes right through each customer’s garage.

Yes, we hear every day the incredible math stats or KPI’s such as “the more VDP’s (Vehicle Detail Page) dealer’s register, the more cars they will sell…” Really? Duhhhh…. How about this Key Performance Indicator? “The more local vehicles you make an offer to buy, the more cars you will sell!” How about that one?

Its no secret that dealers who don’t wait for car buyers, rather create their own car buyers are the ones that put upkelly-blue-book big numbers and will be around tomorrow.  If it’s true, car buyers only visit 1.4 dealerships before buying these days, it might be better to put them in the market, not wait!

The Internet is great for educating customers and grabbing car buyers when they are ready to enter the “car buying market.” However, the best ways for aggressive dealerships who don’t believe in waiting for the market to come to them is to push the button on a vigorous digital/direct mail multi-channel, complex variable data, book value, append, and purL infested approach!

Bonus:   To really hammer home the message that your dealership shocks customers every day with high dollar offers to buy their current vehicle, show them don’t just tell them. Have fun. Companies like Buy Mail Direct are the best in the business when it comes to helping dealers separate from the pack and put local vehicle owners in the market for a new car. When is the last time your current digital or direct mail marketing company used an actual photo that really grabs local prospects? (Like the one above)

Again, don’t just tell customers how surprised they will be when they see how much you will buy their car for, when they do business with your dealership, SHOW THEM! Show them real numbers and show them “shocked” in true form!

Go tell 10,000 lucky local car owners around your dealership the good news about how much you will buy their car for today, CASH!

My time is up, you have been great.

Good selling!

Todd Vowell

It’s no longer just about optimizing your website for Google. It’s about optimizing your presence across the web. SEO has tentacles that extend well beyond your website, so it’s important that you begin to think of search holistically, taking into account all of the areas that can be optimized.

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Google shows search results based on what’s best for the user. We can’t just rank for whatever keywords we want.

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