campaign 101

With the Presidential election process in full swing, what better way to explain the difference between a campaign and an event?

When running for president, you don’t just do an event and send one direct mail piece out that says “vote for me.” No, you run a campaign that repeats “why, how, what, where you should vote for me” over and over including direct mail, social media, and other media channels. The message includes facts, positions, experience, etc. You build value over time!

Let’s compare an event and a campaign in the automotive industry. If a car dealer is having an Event, it is one weekend. Good examples of this are Presidents Day Weekend, or Labor Day Weekend. These are holiday weekends that can be targeted with a direct mail piece (a hook) and invite customers and/or prospects in over a few days. Pack the lot, create that “buying environment” and sell cars.

A good example of a campaign would be the “Buy Back” Campaign. This is the most powerful campaign today. But most dealers don’t come close to taking full advantage of it. Let’s cover the right way to run a powerful Digital/Direct Marketing Campaign for the “Buy Back.”

First we define the audience. Are we hitting customers, conquest, or all year, make, models in a radius around the dealership? Once we have that, we then can build the campaign. A good campaign should last 90 days. There is an old saying, “repetition is the mother of all skill.”

So for this example, we have ran a 10 mile radius of the dealership and we are targeting all 2006 – 2013 Ford, Chrysler, GM, Toyota, Nissan, Mazda, Honda, and Hyundai vehicles. (Came out to 10,000 owners) At the end of the 90 days, those 10,000 vehicle owners that live in the same neighborhood as the dealership will all know there is a buyer for their vehicle, it’s serious, and we are talking “top dollar!”

This Campaign starts off with a multi-channel digital/direct marketing approach that Includes:

• Direct Mail (1st notice, second notice, last notice)
• Complex Variable Data
• pURL – Personal URL
• Blue or Black Book Value Appends
• tIP – Target IP’s
• Facebook/Instagram Newsfeed Targeting
• Landing or Lead Page
• Mobile Conquesting
• Email Broadcast
• BDC (To take phone calls and set appointments for dealership)

Everyone knows the Internet is hot. But we can’t forget that good old dependable and trusted mailbox out front. The mail is now perceived as “noteworthy.” (Oh, you got something in the mail? Must be important…)

You combine digital targeted messages (view-ability only on the computers, phones, tablets, and gaming devices of people receiving that important direct mail), you now have yourself one powerful Automotive Digital/Direct Marketing CAMPAIGN.

You hammer it for 90 days; you turn that campaign into an impressive and huge profit!

Happy campaign trails!

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