Top Five Topics of the Week #3

February 15, 2013 / John Paul Strong / 0 Comments /

#3 QUESTION

“What is working for special finance?”  

One Hundred Dollar Bills Flowing out of a Red MailboxHands down and without any question, highly targeted direct mail still performs the best for special finance customers. You can spend money on infomercials, which also still work well in some markets, especially if they are done in Spanish. Or you can spend money on a daytime network television message that targets the partially employed and unemployed. However, the uniform winner in creating traffic from special credit customers is direct mail.

These customers see an offer that either guarantees or appears to guarantee them a loan for a very large amount. This sometimes appears more affective when coming from a third party source. It will generate a lot of traffic in a very short amount of time.

The only obstacle with special finance mail is your people must be prepared to wade through a lot of bodies to find one with the actual ability to buy. It takes patience and an experienced staff but when done right it can really rock a store and create an enormous amount of gross profit.


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.


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