Beyond the end of year sales events and clearance markdown promotions or the ushering in of the next model year’s inventory – you know, the obvious things – what other, less predictable messages can you put out there via direct mail during the winter months?
Don’t Recycle Old Mailers
For starters, it’s not wise to merely brush off last year’s automotive direct mailers and “add a fresh coat of paint” by way of new inventory and incentives. Your prospects will likely recognize them and unless they’re connected to an extremely popular and much anticipated promotional event, they will likely fall flat because of it.
Give Back To The Community – And Publicize It
In the spirit of the holidays, why not use this time of year to give back and pat yourselves on the back at the same time? For example, if you sponsor a local holiday-themed event – especially if it’s charitable in some way – make sure to include a picture and expand on your involvement.
Better yet, create a call to action for your prospects that compels them to visit your dealership as a means of getting involved? So, if you sponsor events at a local soup kitchen or shelter, point out the dates and times you’ll be accepting donations of things like non-perishables or coats at your dealership. This is a great tip for driving traffic through your doors and fostering goodwill at the same time – not all traffic will be there to purchase a car, but the visit will be a feel-good one and could pay off for you later when they are in a buying mood.
And, after this charitable drive is done, make sure to include a big “thank you” in your follow-up direct mail correspondence, preferably with details on how much your dealership was able to donate thanks to the help of your generous customers and community members.
Elude To Warmer Months Ahead
The cold of winter, especially that miserable and seemingly unending period between the end of January and the end of February, is a great time to send out mailers that tease of the warmer months and hot inventory you have waiting for them. From convertibles and sports cars to trucks with great boat and camper towing capacity, get your customers excited and you might find they’re ready to shop in breathless anticipation of the warmer months to come.