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The Legwork Of Personalization – How It Works For You

Xcel Media GroupBlog The Legwork Of Personalization – How It Works For You
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The Legwork Of Personalization – How It Works For You

Let’s face it – your targets know you’re trying to sell them on inventory and/or an idea whenever a piece of automotive direct mail lands in their mailbox. So, when it comes down to it, creating a really profitable and successful automotive direct mail promotion isn’t just about the graphics, the bright colors, the copy or even the quality of the sale — language or even the sale itself…above all else, it’s about making the link for them between what your selling and what they want. And, the only way to do that is by personalizing your direct mailers to their particular demographics.

Your customer’s demographic profile – their needs, wants, buying history, homeownership status, parental and marital status, credit profile, age, and on and on – all of these things (provided you know them) can and should be helping you to craft a truly personalized and targeted direct mail campaign. When you know the hearts and minds of your buyers, you know instinctively how to cater your stock to them.

And, the best part: knowing these little tidbits of personal info allows you to zero in on the CUSTOMERS YOU WANT. You know the type of buyer you want to see on your lot. You know which types of buyers pad your profit margin the most – and make you haggle the least. So, why not use these nuggets of information to attract those buyers instead of every buyer under the sun?

Typically, the customer you want and the demographics you typically attract are one and the same. Sometimes they aren’t. This is yet another reason why knowledge is power. Perhaps you make more money off of a segment of your buyer population you’d previously not given much thought to. Wouldn’t it be a game-changer to discover who is really purchasing more cars and pushing you into the black? Our automotive direct mail marketing company can help you figure this information out and really drill down to your most profitable and desired customer profiles – and then we can help you cater your direct mail messaging to them specifically.

This is the age of personalization in marketing – customers expect the companies they do and consider doing business with to tailor their communications and messages to their profiles. It’s not enough to compile a list of names on a mailing list and write “Dear ~FirstName~ into a computer program that spits out multiple mailers (though that’s certainly one piece of the puzzle).

More than just being on a “first name” basis, today’s marketing communications need to be on a “first need” basis.

· If your target’s lease is up, send a direct mailer offering new and enticing lease offers to consider.

· If they’ve purchased a home in the area and fit a certain age and income profile, perhaps they’re in the market for a new and more sensible family car.

· If they’re heading towards retirement age, they may be in the market for something sporty or luxurious.

Bottom line, the more you know about your customer base, the more effectively and creatively your automotive direct mail can work to entice them. And, this means a more judicious mailer spend, better ROI and a deeper, more mutually beneficial relationship between you and your customers!

Jessica Mitchell

Jessica has been working in the automotive marketing industry since 2005. She has helped dealerships all over the country develop effective marketing strategies to retain their current customers and generate new ones.