Posts Tagged ‘mailing list’

 

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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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

Serious businessman with dumbbells and painted muscular arms on chalkboard

 

First, make sure that the same targeted direct mail message has also been created online as a landing page. So if its fixed operations and we are offering Service Coupons, you want those same coupons to be on your landing page. If it’s variable operations, you want to also make sure that sales message is consistent both on line in a landing page and offline in the direct mail piece. Here you go:

1) Household tIP – (Target Household IP’s) Make sure that only the people receiving your direct mail piece will be able to see the targeted ad/message on line with their home computers, mobile phones, Tablets, and gaming devices. No waste! You do this by taking each customer postal address with last name and match it up to get their IP Address. This is not easily done so best to find a company that specializes in this niche. (You won’t find features like this in any CRM’s) tIP house

2) Facebook/Instagram – Take the customers phone number or email address to submit. That data is appended to Facebook and Instagram users for a match. The ad/message is then served  right in each customer’s Facebook and/or Instagram. (Facebook owns Instagram)   fb insta pic

3) Email Broadcast – Email is of course cost-effective and can be powerful, but should be combined with another channel. (Like direct mail) Consumers are much more comfortable clicking on and opening up an email from a local company. (Especially one they have done or do business with) If you are mailing your customer list but have not collected many emails, you’re not alone. Make sure you get a reputable company to append email addresses to your customer file.

All three of these channels will be linked to your Landing page.

Are you starting to see the difference between adding all these powerful Digital channel enhancements compared to just sending out one direct mail piece?

Hope these help you get more bang for your buck!

If you’re going to invest in direct mail marketing, make sure you add these powerful tools and boost response 40-60% shattering old ROI numbers!

It’s a profit game and these are game changers!

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.

reportexample

My time is up, great selling!

Todd Vowell

Google Report and What 2 Million Recent Car Buyers Said Regarding What Influenced Them Most! 

google report

VDP (Vehicle Detail Pages) – KPI’s (Key Performance Indicators) Etc. Etc. There are so many new automotive “Internet stats with views, clicks, bounce, click-through, leads, 3rd party leads, etc etc” We lost count.

The spin stops here!

2 million car buyers were followed, surveyed, and asked, “what influenced you most in your purchase?

They have been, and still are:

• Dealership Visit
• Test Drive
• Salesperson

Yes, of course customers spend hours online researching and some indicators are important, no question. But when dealers use the most trusted form of communication (direct mail) to initiate contact, then include a Multichannel, Digital/Direct Marketing Complex Variable Approach, it brings buyers to the lot, period…

It is then up to the dealership and ALL TEAM MEMBERS to have a well thought out plan and strategy that has been practiced, drilled, and rehearsed in order to make sure the customer has a positive experience, an exhilarating test drive, and enjoyable stress free buying experience. Real automotive industry companies will educate, guide, and support dealerships from A to Z, so come “Big Event Day,” all they need to focus on is “Moving Metal!”

It’s that simple…

BMDLogoNEW1

JackieBCooerVidPicThe Internet has brought more “gurus and experts” to the car business than I care to count. Everyone wants to tell dealers how to sell cars, how to treat customers, and on and on. The problem is 98% of these folks have never been on the black top. They inject too many “personal feelings” into everything they say and do.

My favorite is, “today’s car buyers are much more intelligent.” Really? When is the last time you took 30 minutes to listen to your dealerships incoming sales calls? Now don’t take that wrong or out of context. My point is just that the average “Joe Buyer” out there has not changed. They are busy living their lives and only buy about 10 new cars their whole life. People have been researching vehicles before they buy for over 100 years now. They just get most of their info from the Internet now.

The top three influences that existed before the Internet are still the top 3 today and they are, the dealership experience, the salesperson, and the test drive. (From Google report/survey that followed 2 million recent car purchases)

Enjoy 3 lessons Jackie B Cooper taught me years ago that still ring true today:

1) Cost!  Remove words like cost, charge, price, spend, and replace with the word, “Invest.” Still today, you see ads that say, “spend spend morethis much and get a discount,” or “That car will COST you about $450 a month.”

May we suggest:

“Folks, the monthly investment on that vehicle is going to range from $395 to $495 depending on amount down, length of loan and other terms.” OR: “Invest $300 in our Service department and receive a $25 discount.” Much better!

2) “Up to?”  Those might be the most powerful two words in the industry. If a salesperson ask a customer how much of a monthly investment their budget will allow for a new car, and they say $300, and the salesperson responds with, “up to?” $350, sometimes $400 will just spew out most of the time! $50 bump at 72 months is only another $3,600 but hey gross profit is gross profit!

3) Mental ownership.Where will you take your first trip in your new car?” Mental ownership is not a “tactic” or tricking the customer. It is simply getting that customer to take “mental ownership” of the vehicle. Nothing wrong with that!

What is your favorite Jackie B Cooper lesson or story? Share it on the Jackie B Cooper dedication page, CLICK HERE!