It’s not enough to decide that direct mail marketing is one of the consumer outreach tactics you plan on using at your dealership, although that’s a wise path to go down. The next and perhaps even more important step is choosing the right automotive direct mail marketing firm to deliver the best possible results for you.
So, how do you make the best choice of automotive direct mail marketing firm?
If you’ve been an auto dealer for a while, or have been part of the marketing mix for a few years, you probably know plenty about auto direct mail. Perhaps you even think you could do it yourself – and perhaps you even can. But, ask yourself – is the amount of time and effort you’d have to put into designing the campaign, printing it, collecting valid addresses, doing market research and following up with prospective leads really something worth taking on? Hiring an experienced automotive direct mail marketing team is clearly the most effective approach. Sure, there’s an outlay of cash that will have to happen – professional automotive direct mail firms’ services don’t come cheap since their results pay off great dividends.
Let’s discuss how best to shop for an automotive direct mail firm. Here’s where you should invest some of your time — in researching the firms, learning about their results, gathering information and insights from other friends and colleagues in the business who have no doubt plenty of experience with firms both good and bad and interviewing the firms themselves. This is where your sales savvy should come in the most handy. When interviewing a prospective automotive direct mail firm, be cautious of the big sell, the big promises. Can they back up their promises with real and concrete data and results? Can they show you case studies for comparable auto dealerships with similar demographics and inventory?
Automotive direct mail firms who are worth your time and money are those that can not only create flashy and impressive pieces of mail, but also those who can perform top-notch and thorough market research, who have solid relationships with the United States Postal Service, who have staff well-versed in the automotive industry and who can think creatively about things like reputation management, prospect procurement and how to highlight pieces of your business in need of more revenue like your service bays.
Not all automotive direct mail firms are created equal. Do your due diligence and clearly communicate your needs and expectations from the outset and you should be able to forge a profitable and enjoyable partnership.