It’s easy in the automotive marketing game to find oneself being distracted by the latest and greatest new thing. It seems there’s a flashy new marketing concept born every minute. And, while we’re all about incorporating newer, better tactics into our automotive direct mail pieces for all of our customers, it’s important not to let these tactics become distractions from your overall brand message.
To be consistent in your brand messaging, it’s paramount that you start with a strong marketing plan. To start with, decide on your brand’s message – what’s the takeaway you want your customers to have, no matter how many bells and whistles your marketing pieces use? Is it your commitment to customer service? Is it a family atmosphere? Is it the quality you bring to the table? Once you have a brand identity, next, you’ll want to decide on your brand’s overall marketing strategy – and commit to that strategy. Constantly changing things like messaging and strategy only run the risk of confusing your customers, making them less likely to buy from your lot.
By having a decided upon brand image and strategy, you’ll also save considerable amounts of time and money in design and implementation. In fact, having certain elements in place – from your logos and design plan to your catch phrases and color schemes – makes your automotive direct mail MORE nimble and adaptable as modern technology and new marketing tactics emerge. Why? Because you won’t need to re-invent the wheel from scratch in order to integrate them. For example, if you decide that you’d like to incorporate Facebook into your next automotive direct mail campaign, it’s as easy as us finding a spot for the logo and a message on an already designed mailer; the same is true for QR codes.
Remember, no matter how much automotive marketing tactics have evolved over time, one thing has never changed: the need for a solid and consistent image. Commit to who you are and how you want to portray yourself and you’ll be well positioned to grow your brand and impress new customers.