I’ll Send You a Postcard!

January 22, 2015 / Automotive, Dealership, Featured, Sales /
Postcards - Strong Automotive

Remember when you took a family vacation years ago and it was usually your mom who took time to pick out a picturesque postcard that showed where you were visiting? In fact, those “wish you were here” postcards were powerful with brilliant design for both layout and color. I’m pretty sure my grand-parents kept them on the refrigerator because they couldn’t miss them even in a hefty stack of mail.

That is what the survey says when you are considering how the piece of mail will impact a direct contact campaign. In terms of “read, looked at or discarded”, postcards outperform other mail pieces in this order:

  1. Large envelope packages
  2. Magazines and newspapers
  3. Catalogs
  4. Flyers
  5. Detached label cards

It’s really a matter of common sense since you don’t have to open a postcard. I go back to the earlier point: design, layout, color and the applicability of the message are paramount in effectiveness.

Does your dealership remember customers for birthdays, 1st anniversary of a purchase, or send service reminders? Maybe you should send them a postcard.

About the author

John Paul Strong: As owner of Strong Automotive Merchandising, a company that increases traffic up to 1,000% for dealerships, Strong lives by the simple concept that your attitude affects your success. Without a positive mind set he would not have been able to grow the company over the last decade from just 10 to over 80 full-time employees. The rapid growth is thanks to his ability to keep the company on the forefront of technology, market changes and an infectious talent to motivate and keep employees striving to fulfill their potential. His beginnings in direct mail gave him the tools and skills to develop incredibly successful marketing plans. From there he moved on to traditional forms of media and has now mastered the dynamic world of digital and social media advertising. With over 150 dealers to please, Strong takes a hands-on approach and personal attention to detail in all aspects of marketing strategies. His expertise in plan development gives him a keen sense on how to maximize a dealer’s budget and ultimately increase their bottom line. Strong is a passionate speaker in the automotive industry. He has authored two books on creating next day traffic. He graduated from the Executive Education Program at the Harvard Business School. Strong received a B.A. in Communication Studies from the University of Montevallo. He lives with his wife and three children in Homewood, Alabama.