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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

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When I was young, working my way through college, a friend of mine hired me to pick peaches and paid 50 cents a bucket. The bucket was a metal container with a strap you wore around your neck so you had two hands free to hit each tree.

I remember the first day well. With my first tree, I got like four or five buckets out that bad boy in 105 degree weather. I can still feel the scratchy peach fuse mixed with sweat on the back of my neck.

So I said, “OK boss, first tree done which tree is next?” He looked at me and said, “you sure you got all the peaches?” I said yes, absolutely. He just smiled, took my bucket and went over to the tree I just stripped of ALL PEACHES and proceeded to take me to school. I stood there and watched him get another 20 buckets of peaches off that tree I was sure had nothing left.

So yes, when we talk about salespeople and how most only get the low hanging fruit, it goes much further than just the optics. Getting more customers is an art form just like picking peaches. You have to have instinct, passion, tools, creativity and you have to be willing to get on a ladder and really do some hard work. (Work most are not willing to do)

Anyone can pick low hanging fruit. The best salespeople in the country no matter if its cars, real estate, direct mail, or even peaches, are the ones that really take it serious, don’t give up, and are just relentless. It becomes more than a job or even career. Selling becomes the DNA of who you are.

The best peaches (or customers) are the one’s way up in the tree, hidden behind branches and leaves. Those are the most valuable because they are hard to find and most folks have missed them, didn’t see them, didn’t even look. (They just walked on by, grabbed some low hanging, and kept going.)  Don’t let that be you…

Also, don’t let the Internet and all the new ways to reach customers fool you. Sales is still a people business. It is still all about building relationships based on trust. If customers trust you, and like you, they will do business with you. If they don’t then they won’t.

The Internet and many digital channels are just extra tools to help you (find all the peachpeaches) earn that much-needed trust in order to build the relationship. Use them all, the more the merrier!  Do that and life will be “peachie” I guarantee it! My time is up, you been great. Good selling –

Todd Vowell

They say car shoppers now only visit 1.4 dealerships before they buy. Make sure that is your dealership they visit! Free stuff generates traffic but a well prepared sales and management team is what sells cars!

Buy Mail Direct has the most powerful Digital/Direct mail events in the country and this new premium hook makes sure your lot is packed come “EVENT DAY!”

 

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If your customer doesn’t win the $10,000 no worries!

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EVERYONE WINS!

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Call Todd today for new summer 2016 samples and more information!

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There are only about five or six weekends during the year that we shelf all of today’s new digital technology and just focus on mailing real invitations for a real celebration . 4th of July Weekend is one of those weekends!  There is no mistaking this weekend. This is a time to celebrate our freedoms and the day we declared that these United Colonies are free and Independent states from the “British Crown!”

What better way to celebrate than to go down to the local car dealership and buy a new car! Make sure you invite every car owning neighbor around your dealership in for some excitement! Traffic + Excitement = Sales!

For all you doubters that think people will just come in for free hot dogs, and soda pop, I have news for you. You are wrong! Over the past 30 years, I lost count of the times someone came in for the free gift or food and was met with a well trained, enthusiastic salesperson and ended up behind the wheel of a new car. They took it for a test drive, and ended up buying a new car.

When you drive down to the dealership in an old run down, smelly piece of crap, it sucks. But when you get behind the wheel of a new (or newer) car, and you “slide in,” listening to that distinctive sound made when the butt slides across that leather, it does something to you. Add THAT NEW CAR SMELL, and taping all our senses can overwhelm you!

One thing is for sure, you will never get their business if you don’t get them on your black top! Customers love FREE STUFF!

The “TEST DRIVE” remains the number one influence when deciding to buy a car. Its that simple.

Its an old saying but still true, if you don’t some other dealership will. Get your fair share and a wee bit more!

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Everything went great. The salesperson was informative. The test drive was exhilarating and fun. They have good credit. They just are not buying today. We have to let them go. We can do the half gallon of ice cream but let me propose an older trick in the book. (I say trick sarcastically because it is just a good idea really that has been lost in the new era of speed, internet and “now or never,” cultures. )

Have an 8-page four color well thought out custom dealership brochure ready to give them to take. This “story” is your best message, personality, flavor, history, and information that will not be thrown away.

 

 

 

If the customer goes home to make a decision on where and what to buy, this brochure needs to be the “scale tipper.” The 100% transparent story teller. The brochure is filled with what matters most and answers many questions because if they didn’t buy, we need to give them “peace of mind.”

When someone clicks on most dealerships website “About” button, its almost sad. No real thought, no passion. Just a canned, “We are 100% committed to your satisfaction bla bla bla! (Yawn…)

What is your story? Who are you?  Who are your employees? What charities are important to you?  What else is important to you? What makes you different?  How about tips on how to save money? The pros and cons to selling your car. Do we lease or buy?  Safety first so what are the stats?  Service coupons. Maybe a incentive to get them back in? Where to take their first trip.

In fact, this brochure that has been put together piece by piece is something you would want your salespeople to take with them when they go out on appointments. It is the “tell all” to connect your entire dealership in an easy to understand, fun, and gravitating presentation. Something cyber could never accomplish.

This is something your customer can feel, read, cut coupons, crossword puzzle maybe, take advantage of offers, all kinds of cool things. I would make sure copies are placed in the Service waiting area, Brochure racks, the bathrooms, local restaurants, etc. I would even mail out at least a couple thousand bi-weekly.

But this brochure takes time to put together. Time you don’t have. Find a Digital/Direct mail marketing company that will slow it down, do the homework, create a masterpiece for you and your dealership.  Don’t tell customers how different the dealership is, show them.

Writing content is not easy. Its hard work. But when you are shaking that customers hand, giving them this brochure that is the heart and soul of your store, you know they are coming back! Good selling!

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Digital Car Leads, a Division of Buy Mail Direct is revolutionizing the Automotive Digital and Direct Mail Marketing Industry.

Here’s how:

Basic formula: Home Address = IP Address

Targeting Household IP Addresses is as Precise as Targeting the Postal Address.

Digital Car Leads/BMD brings the location-specific accuracy of our direct mail events to digital marketing with surgical precision. We match postal addresses to IPs so we can serve Car/Boat/RV dealers targeted digital display and video ads to individual houses or buildings using the IP as the entry point.

 “Through patent-pending technology we target digital ads to potential buyers by matching their IP address with their physical address, which is then used for precise digital ad targeting at the IP/router level.” Todd Vowell, CEO, Buy Mail Direct, Inc.

This brings your targeted banner and display ad to the sites they visit most on the Internet. All viewed on the home computers, mobile phones, Lap Tops, Tablets, and even gaming devices. No waste, no cookies, no census blocks, no geo-location tools, no kidding. (Automatic blocking of adult and low quality spam sites.)

 IP Targeting takes the traditional direct mail strategy and delivers a message in the form of banner or video ads on websites online. It can be used with or without direct mail.

The result: No more “one and done” direct mail piece. You can hit customers 20-50 more times than just one mail piece. This is boosting response rates 30-50% consistently!  Customers can click though to your website or custom landing page. (depending on the message)

Call, Click: sendmeinfo@buymaildirect.com for more info.

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Internet Gurus with no car biz experience have invaded the auto industry. They sell a narrative that only exist in their mind. It was created by either their own experience buying a car or just got the “creative juices” flowing one night with “a little help from their friends.” Either way, STOP IT. Stop selling all the hog wash and complicating everything to justify your outrageous pricing.

Let me simplify it. All the Video Display Pages (VDP’s), Impressions, Reviews, Reputation Management, Key Words, Click Through Rates, Algorithms, Analytics, Key Performance Indicators (KPI’s), online reviews, Behavioral Targeting, SEO, PPC, branding, and so on, in the world, doesn’t mean shit, if you don’t succeed at one thing, getting the buyer on the lot for THE TEST DRIVE.

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Hey, there are some car makes/models that it doesn’t seem to matter what you advertise,  the customer won’t consider or buy.Take Buick. (Sorry but its true) When most people think of Buick, they think old, boring, yesterday. They try to shake it but tough to do. (Side-note: My wife and I went and test drove one. Holy crap! The interior, the cabin, the get up and go, the handling, the styling, we were blown away!)

Also, even with all the incredible new technology today, it is impossible to grab the car buyers attention long enough to explain it all. You can do anything, you can try everything, but the goal has to be to get the car buyers butt in the car for a test drive. You have their attention, they can not only learn about all the technology, they can experience it first hand.

So remember, “its the test drive stupid!” That is what changes minds and that is what get the buyers attention. Then it is the salespersons job to sell the vehicle and close the deal.

Taking interest in their trade is a close second. Make any car owner an aggressive offer to buy their car and an incentive to take a test drive, and then finish off with a professionally trained salesperson. End of story, bustin bugs… Go get another up! Hat tricks should be the norm today. My time is up, go out and make it a great day!

Todd Vowell