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: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as a fresh-faced account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40” feature and the 2017 CEO Awards. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.