Use Direct Mail To Start The New Year Right

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word cloud for year 2015

Use Direct Mail To Start The New Year Right

Have you been using automotive direct mail for years? Is it getting sort of stale? Every year, with the same promotions, gimmicks, graphics and color schemes?

It’s time to get creative! Here are a few ideas to shake things up with your auto direct mail promotions in 2015:

Free Stuff Works

People love free stuff. From free oil changes to a free iPad to a free Nav system with the purchase or lease of a piece of your inventory, you’ll likely get a lot of folks through the door with just the promise of freebies – especially the ones who have been on the fence about buying a car already.

Use Personalization

No, by “personalization”, we don’t mean just having a computer coldly insert a [Name] on every piece of mail to your customer database. Personalization has to feel personal in order to really work these days. A lot of direct mail is actually trying to give a personal touch to communications in the form of “invitations”. Made to look a lot like a wedding invitation, with a sticker to seal a classy looking envelope, you can use an invitation for your auto direct mail purposes to compel prospects to come in to a special preview event for new inventory, for example. Another idea is to send existing customers invitations to come in and negotiate a trade. Invitations can even be used to compel your service customers to come in for a long overdue appointment.

All Shapes & Sizes

If you’ve always sent out square or rectangular postcards, why not change things up and send out circular auto direct mail or even octagonal or other odd shapes? If nothing else, these weird looking pieces of mail will require a second look from the recipient – and sometimes that’s all it takes to hook them.

Be Open To Change

Bottom line, don’t assume that what’s always work will always work. Take a minute to reassess your direct mail efforts – and even scope out what the competition is up to. And, see what your marketing firm is offering up for the new year. Together, you’ll be able to come up with something uniquely reflective of your business 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.