Did you know it costs 6 times more to sell something to someone new than it does to sell something to an existing owner? Domestic vehicles are suffering from trade in values while imports are enjoying a pretty good ride of solid actual cash values during the life of ownership.
What does this mean to you and me?
If you sell domestics, then you may only mail your current customers once a quarter… If you sell imports, then you should mail your owners twice a quarter.
If you sell domestics, then you may only mail your current customers once a quarter… If you sell imports, then you should mail your owners twice a quarter.
With all the talk about the price of media dwindling and the value that you get for what you have to pay these days being incredible… Doesn’t it make you wonder why the US Postal Service doesn’t change the price of a 1st class stamp? The simple answer, they don’t have too. With email, social networking sites, text messages and podcasts – every American residence still only has one mail box. No, you can’t cancel all your advertising and bomb your owner body every week of a month to create all your traffic, but what Strong is finding effective is the use of owner body mail sent to the customers of certain vehicles at certain times of the month. You make better gross off people you have already done business with,
you don’t have the barriers of communication
with the customers you have already done business with,
and everyone you do business with knows you and most importantly,
how to find you.
with the customers you have already done business with,
and everyone you do business with knows you and most importantly,
how to find you.
Think about it – it does make sense.
Posted
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.
