Car Dealers, Offer to “Buy Back” ALL Your Customers Vehicles, Not Just One!

Posted: October 23, 2015 in Uncategorized
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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

  1. xcelmedia says:

    This is a huge opportunity for automotive provide a great offer.

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