Promos & Demos – Why The Customer Profile Is King
When it comes to cultivating a solid auto direct mail promotion, it’s important to go beyond sheer lead volume but also the quality of those leads. That’s where customer demographics come in.
The fact of the matter is, all auto direct mail promotions should match the desired customer profile. Just like your salespeople know your cars, trucks and SUVs inside and out, your promotional campaigns should reflect that same intimate knowledge of your customers. For example, if you’re looking to attract customers to your pre-owned lot, then you might want to focus your auto direct mailings to households with lower incomes such as apartment communities and duplexes and to homes with teenagers who might be in need of their first automobile. And, if you’re looking to sell luxury automobiles, you’ll want to direct that automotive direct mail campaign to customers in a more affluent tax bracket.
Seems sort of obvious, right? Unfortunately, many dealerships don’t take the time to dig deeper into the various socioeconomic statuses of their potential customers. Sometimes it’s as easy as narrowing down the promotions to the right zip codes. Occasionally, it might be a bit more complex to drill down to the perfect potential customers for your specific promotion. Where so many automotive dealers go wrong is by skipping this essential step.
It’s easy to alienate a potential customer by not marketing to them effectively. For instance, inundating a lower income household with automotive direct mail pertaining to that dealer’s luxury auto lots could turn that consumer off to future direct mail efforts from that same dealership group that might be better suited to them – say, from a used car lot. Conversely, by marketing your lower-end wares to upper middle class households, you could potentially cheapen their perception of your brand when it comes to your luxury inventory.
This is where professional automotive direct mail marketing comes in so handy. Not only can they do the research to get your direct mail message into the appropriate hands, they can help to preserve your brand’s integrity within your community and save you money by avoiding unnecessary mass mailings to the wrong consumers.