Archive for the ‘Uncategorized’ Category

 

brand-loyalty

Overall brand loyalty stands at an average 49.5% so let’s just say car dealerships have a 50/50 chance that their new car buying customer is going to be back to do it again. There is no better time than now for dealers to dig into key stats and tap data driven strategies with both digital and traditional to gain market share BIG TIME!

The longer someone owns a vehicle, the less likely they are to trade it in for a new model of the same make. (Source: Experian)

With the average length of new car ownership being about 78 months, certain makes are held on to longer than others. Dodge and Buick have the longest ownership periods (average 113 months each) with Ford, Chevy, and Mitsubishi rounding out the top five.

Of course the short term vehicles owners have more loyalty and choose to replace their vehicle with the same brand 57% of the time.

What does it all mean for car dealers? From a digital and direct marketing perspective, it’s “Open Season” on Conquest owners and it’s a “wake up call” to take care of your customer base. If you as a dealership are not reaching out and touching your customers once a month or every other month, you can be sure someone else is.

Bottom-line, Registrations for light VIO here in the USA has reached a record level of 257,900,000. Brand loyalty is not what it used to be and never will be again. Conquest marketing is just as important as marketing to your customer base.

Hit them both, hit them often, and hit them hard!

Great Selling,

Todd Vowell

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Year End Direct Mail Special!

Posted: December 2, 2016 in Uncategorized

Event:   December 26, 27, 28, 29, 30th, 2016

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The competition is setting up that last week of the year right now. We call it the “13th Month” because many dealers will do in five days what takes a month to sell normally!

Why is this week so effective? It all starts with using the “Year End Urgency” selling term to push the BIG, “YEAR END!” Thousands of car buyers wait until YEAR END to get the best deal. But that doesn’t mean they will just drive down to your dealership and buy.

Remember, car buyers only visit 1.6 stores physically these days, before they purchase!

You need to literally drive them down to your dealership.

You CAN NOT wait for them to come to you! (on-line or on the lot)

You must TAKE IT to them

Includes:

  • Custom Jumbo PC Piece
  • 1% Supply $25 Gift Cards
  • Four Color
  • Updated Targeted List
  • Postage STD
  • Artwork – Creative
  • Full Support – Training

Investment:

  • 5,000 Pieces: $4,499
  • 10,000 Pieces: $7,999
  • 20,000 Pieces: $11,999

 

Call the owner Todd Vowell 916-580-5190 for 28 years experience and one serious “Year End” Campaign, customized for your store!

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10,000 Piece Mailer Includes

  • Custom Message
  • 100 Android Tablet Certificates
  • Four Color
  • Targeted Saturation List
  • Postage Walk Sequence
  • Artwork – Creative
  • Full Support – Training

Investment: $6,499 Complete!

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Sendmeinfo@buymaildirect.com

 

From $3,999 Complete!

(No Commissions, No Overrides, No Bonuses, No Kidding!)

Lets Talk Turkey!

 

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direct-mail-box

1) Fleet of Over 200,000 vehicles hit the roads everyday

2) Over 500 Million pieces will be delivered today

3) 493,381 employees (Over 7,000 will deliver mail on foot today)

4) The Postal Service has the country’s largest retail network — (larger than McDonald’s, Starbucks and Walmart combined)

5) More than 113,000 Soldiers, Sailors, Marines, Coast Guard and Airmen veterans work for USPS.

6) It’s personal. You can keep letters and cards forever

7) Mail is reliable, trusted and secure (more than 200 federal laws protect the sanctity of the U.S. Mail)

8) The $1.4 trillion mailing industry employs more than 7.5 million people.

9) 5,581 postal employees were attacked by a dog last year (dedication)

10) 0 tax dollars received for operating the Postal Service

“Selling cars is personal. Its about building trust, confidence, and relationships. It all starts with direct mail and the right message in the right mailbox, at the right time…”

Great Selling,

Todd Vowell

Owner, Buy Mail Direct, Inc

sold

 

Two dealerships that sell the same make, in the same state (but 200 miles apart); run an aggressive digital/direct mail event to the same criteria, same weekend, same message, same hours, same type of balloons, same data, same inventory count, everything is the same.

Even the response is the same, they both get 110 ups.

But one dealership sells 31 units and one sells three. Does this ever happen? Every weekend for 29 years that I know of.

Why? What is it? If you’re thinking salespeople and preparation, you are right.

There is an old saying that “If you just don’t insult anyone, you will sell 10% of the attendees.” That really means make sure your salespeople buy-in 100% and make sure you have no “rain clouds.”

In respect to the blueprint , the big question is, when customers arrive, what is the plan? What will their experience be? Walt Disney was one of the first to really dig into this. No your dealership is not an amusement park. But if you have a well thought out plan for customers after they park their car, that your salespeople execute flawlessly, you will notice happy customers having fun and that will sell cars big league!

The important steps are making sure each customer is married into your event from the get go. You want to bring them in, separate them from their trade, and start “the experience!”

Don’t find the company who can just give you the best price, find the company who knows the car biz and can give you the best preparation!

Good selling,

Todd Vowell

CEO, Buy Mail Direct Inc

thinking

Would your car dealership earn a higher ROI doing “Test A” that is 10,000 pieces of direct mail for $5,000 or “Test B,” that is 5,000 pieces of Multichannel digital/direct mail for $10,000?

Obviously the less expensive mailer (Test A) with more pieces is going to be a “one channel only” direct mail piece.

The bigger investment (Test B) mailer will include several channels or as we call it “Multichannel digital/direct mail event.”

The closing ratio and an honest evaluation of your current management/salespeople is key.

Test A is going to get you more actual traffic and you will be relying more on your salespeople/management than the piece.

Test B allows you to lean heavier on the digital/direct mail technology rather than your salespeople/management. (Nothing wrong with that, think about your teams level of “event experience.” )

Unless your salespeople/management is so experienced with events, they could be a crew from one of these “staffed event companies,” you will sell more vehicles with Test B than Test A every time and twice on Sundays!

So let’s look at ROI:

Test A – 10,000 pieces for $5,000 one channel: 100 ups close 10% or 10 units. Let’s call it $3,000 a copy. (I know yours is higher but for arguments sake)   That’s $30,000 minus $5,000 investment for $25,000 profit.

Test B – 5,000 piece multichannel digital and direct mail event for $10,000. Traffic is traditionally a little lower. So call it 75 ups/replies. Closing ratio can double so close 20% or 15 units. Take 15 units x $3,000 a copy is $45,000. That’s $45,000 minus $10,000 investment for $35,000 profit.

Summary – Test B earns $10,000 more but let’s “put all the cars on the table.” The closing rations here are just estimates. Your actual event numbers could double these extremely conservative estimates.

Plus, we didn’t factor in the money you will earn from great trades or the fact that “Test B” uses only half the market of “Test A” so you can hit an additional 5,000 car buyers for another great multichannel digital/direct mail marketing event the next month without going back to the same people!

I will close with this. More times than not, “Test A” makes printers richer. “Test B” makes you richer…

My time is up, you been great! Good selling-

Todd Vowell