If automotive direct mail is a big part of your overall marketing strategy – which, if you’re reading this, it most likely is – you know that a well planned and well executed mail campaign can be a huge boost to your business as an automotive dealer.
Our firm has been in the automotive direct mail game for a good many years now, and we’ve learned quite a few important lessons along the way. So, read on for 5 of the most important tips we have to share before you design and send your next big mailer.
Automotive Direct Mail Tip #1 – Don’t Forget A Call To Action. More than just a mere advertisement (like a billboard or Pennysaver insert), your automotive direct mail needs to do a bit more than merely advertise – or else it’ll be viewed as a flier and will fly directly into the trash. A call to action can be as simple as a service reminder – but there needs to be something that entices the prospective customer to act. A special sale, coupons, free gifts and raffles – all of these can be plenty to drive traffic into your dealership.
Automotive Direct Mail Tip #2 – Pick One Theme. Neither your direct mailer nor your promotion should have scatterbrained ideas, promotions, calls to action, etc. Find the singular idea – remember the “topic sentence” or “theme” we learned about in English class way back when? – and make sure everything flows from there. A clear, simple and cohesive message always wins the day.
Automotive Direct Mail Tip #3 – Create a Standout Headline. Building off of tip #2, you need to create some sort of a branded idea for your entire campaign. Give it a name. Give it a reason for existing – be it a holiday or something you’ve created out of thin air – and run with it.
Automotive Direct Mail Tip #4 – Cool It With The Design. Don’t overdo it with the fonts, colors, graphics and “loud” concepts and copy. A few bright and bold elements are fine, but the automotive direct mail should still be easy on the eyes.
Automotive Direct Mail Tip #5 – Make Your Business Easy To Find. Your phone number, web page, address, hours and social media contact information should all be easy to spot. After all, you’re trying to get them into your dealership. If you’ve prioritized cool design and clever copy over the most important information – how to find you – then you’ve missed the point of marketing entirely.