An effective automotive marketing campaign – nay, any marketing campaign – isn’t based just on design, it’s really based on a foundation of solid facts. Facts about the customer, your brand, the brands you sell and the overall market climate that informs many buying decisions.
Gathering these facts is the backbone of direct mail marketing. It’s our business to dig deep and learn more about the customer’s needs; their names, addresses and phone numbers (of course); the size of their households, their income levels and education, perhaps; even information on the last time they purchased a car, the types of cars they currently own and their tastes in consumer goods in a more general sense may also factor in.
Marketers will also gather more general information about the community you sell in. Everything from politics to median incomes, types of professions and more can help paint a picture of the type of automotive direct mailer would do best in your area.
Then, there’s the inventory to consider. Do you sell older cars? If so, they’ll probably need a lot of service and maintenance – so, perhaps telling a bit more about your stellar service department is in order for your next automotive direct mail campaign. If you sell trucks, the way you present them is going to be far different than if you sold mostly family vehicles or sports cars. All of these facts steer the campaign in wholly different directions.
The more facts an automotive marketer can get, the likely the more effective the campaign. As they say in the movies and television, 99% of production is pre-production. The same holds true for automotive direct mail: 99% of the job is research.