One of the most important things that auto direct mail can do for your business is to enhance the recognition of your brand. By “brand recognition”, we don’t mean just name recognition – though, that is part of it.
A company’s brand is about so much more. It’s about your identity as seen through your eyes and they eyes of your customer. It’s about how you want to be seen and what feelings you want to evoke when someone hears or reads your brand name.
Brand recognition is something that needs to be cultivated.
Fortunately, direct mail is a fantastic medium by which to present your identity to prospective customers. It’s also a great way to piggyback off of the already existing brand identity of the vehicles you sell – from BMWs and Infinitis to Nissans and Chevys, they all have well-cultivated ‘personalities’ in the consumer sphere.
If your message is about how you treat your customers like family, you can enhance and reinforce that brand identity via auto direct mail. For example, you could use photos of the owner and write direct mail materials in his or her voice. You can cut back on some of the flashier fonts and colors and opt for friendlier ones.
Or, let’s say yours is a brand that revolves around luxury. That auto direct mail campaign can easily evoke that image with the types of imagery and language used. The mere design of the mailer itself can also feel or look more luxurious – masking an incentive-based flier as an exclusive invitation inside an envelope with a gilded seal, for example.
Remember, automotive mail isn’t just about getting the word out on sales, events and the like. It’s about enhancing your marketing efforts, solidifying your public profile and cultivating an image as well.