Automotive Direct Mail
While dealers enjoy getting a discount on their mail and making vendors bend over backwards to have the lowest cost. Strong subscribes to a little different of a theory. Cheapest is not always the best – and you know this. Everyone reading this blog knows you get what you pay for, lesser people bring lesser quality in their work. Having the lowest cost per piece will not create the greatest return on investment in the form of traffic.
- Giveaways – they cost extra, but having a $25,000 cash giveaway or a Bass Pro Shops gift card can create more traffic out of existing owners which does what mail is designed to do. Get Them Back In The Store.
- Service Offers – pay a few cents more to have 4 color service offers printed on the back side of a letter or to add a loose insert that sits inside the envelope.Driving Service Business Still Gets Them Back In The Store.
- Envelopes – manufacturers logos, live stamps also creates more perceived value when received by customers. This will create a higher open rate which generates more impression that can Get Them Back In The Store.
- Paper Quality – again cheaper is not always better, letters from general managers that include a picture of the GM and actual signature are more personalized and have a greater feel. This leaves a better and more recognizable impression on the customer that can lead to Getting Them Back In The Store.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive Merchandising.