The end of the year is coming up fast. As you’re going over your books and wrapping up Q4, now is the optimal time to also look back on the goals you set for your direct marketing in 2012 and make any necessary adjustments as we set our sights on 2013. And, if you are feeling a bit under the gun in setting up your 2013 promotional calendar, it’s not too late to get your ducks in a row.
Goal Setting For 2013
Does your marketing plan have goals or is it merely a promotional calendar with the marketing modalities haphazardly strung together? Is it basically a repeat of last year’s calendar, which was also a copy and paste job from the years before?
It’s easy for a dealership’s marketing plan to devolve into no more than a plan of execution without clear goals. Obviously, the overarching goal of every direct mail marketing campaign is to drive more sales – so it’s easy to lose sight of the importance of further goal setting altogether.
But, every direct mailer has a purpose that’s even deeper. Some are about generating interest and foot traffic, which will ultimately lead to more sales and others are for garnering repeat business and even service sales.
Align The Direct Mail’s Purpose & Goals
In the designing of each of these direct mail pieces, you need to align its purpose with its desired outcomes or goals – and you need to make sure you’re spending the right amount of time and money on each to help that mailer achieve its purpose. If you have just one large mailing list, for example, you’re likely wasting money sending service mailers out to prospects who haven’t even purchased a vehicle with you yet; if you’re sending out new car mailers to prospects who only recently spent tens of thousands on a brand new luxury vehicle, you’re likely wasting paper and postage on them too. Of course, you can easily meld all of your promotions together onto one direct mail piece and send them out to the masses, but then you run the risk of overwhelming your targets with too many disjointed messages.
If you need help in making your direct mail campaign more cost-effective and client-centered in 2013, we’d be happy to help. Xcel Media Group is expert in streamlining and goal setting and we’d be happy to discuss your options with no obligation, so give us a call today.