When it comes down to it, creating a really profitable and successful automotive direct mail promotion isn’t about the graphics, the language or even the sale itself – well, actually it is – but more than all of THOSE things, the most important factor of all is demographics.
The customer’s demographic profile – your target’s needs, wants, past buying habits, credit profile, age, marital and parental status and so much more – are the things that should help you craft your automotive direct mail pieces first and foremost. When you know the hearts and minds of your buyers, you know instinctively how to cater your stock to them.
Then, there’s the desired customer profile. You know the type of buyer you want to see on your lot. You know the characteristics that make you the most money and give you the fewest headaches. The automotive direct mail you create should speak to that just as heavily.
Ideally, your desired customer profile and the demographic profile will align themselves perfectly. That’s where a marketing firm like ours can really come into play. We can help you get to know your customers even better than you already do – and help you find out why you might not have been successful at targeting your desired customers as well in the past.
Finally, when you have all of the demographic info at the ready, you can get really personal with your messaging and design. This is where the magic of automotive direct mail really happens.
In this era of hyper-personalization, it’s a customer expectation that they’ll be marketed to as an individual and not merely as a number. It’s easy to alienate a potential target by not marketing to them as a person – and by not targeting them with the proper promotions. We’ve said it before, but we’ll say it again – because direct mail goes straight to the target’s home, it’s already personal. However, when you know their name, the kind of car they’re currently driving, their credit profile and other key pieces of information, the possibilities for personalization and intimate targeting are almost endless.