In any sort of marketing endeavor, the whole point is to get a target’s attention, keep that attention and then using that attention to elicit some sort of desired response. It’s not enough just to get someone’s attention, especially in automotive direct mail marketing. The action or response is what’s key.
Of course, as most marketers already know, oftentimes it takes multiple attention-getting ploys to finally elicit that all-important response. Sure, there are always eager potential targets just waiting to be compelled to act. But for every eager target, there are innumerable passive ones that need a bit more convincing. This is why it’s never a good idea to bet the whole farm, proverbially speaking, on a sole piece of advertising. It’s about the overall advertising campaign – think more along the lines of “lather, rinse, repeat” until you’ve compelled those passive targets to reach out and grab what you have to offer.
Because it can take a long time and a number of different tactics to finally get to your full marketing potential, it’s important to create a long-term, results-driven and cost-effective automotive marketing strategy. That’s why automotive direct mail is so popular. ADM not only offers multiple avenues in terms of design and messaging, it also comes backed by well-researched demographics on your most likely customers. There’s simply no comparison between highly targeted automotive direct mail and the vague and generic type of advertising you have to do in the local newspaper or in broadcast. With automotive direct mail, you already know that the recipients own cars and can even know other important details such as their gender, household income, the types of cars they’re likely to buy based on past behavior, and so on. This helps to ensure that the folks who are getting your marketing materials are quite likely to need what it is that you’re selling – or could be convinced that they’re in need.
Bottom line, there’s no more cost-effective advertising soluton for this industry than automotive direct mail. It will raise awareness of your brand among those most likely to take advantage of your wares all while eliminating pointless advertising to those who won’t be the least bit interested. How many more advertising modalities can say that?