“What is working for special finance?”
Hands 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.
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.