If your automotive direct mail campaign is just about selling inventory, you’re not using it to its full potential.
What about your service department? Can it sell itself all on its own? How do you get the word out on the latest promotions; how can you tell people about the special tie-ins and perks associated with buying inventory from your lot? With auto direct mail, you can literally use your service department as an ambassador to gain interest and trust from customer prospects who aren’t quite ready to buy another vehicle yet – and – use it to keep current customers “on the hook” as they continue to drive their new car on until they’re ready to buy their next one from you.
Another great thing about promoting your service department in your auto direct mail efforts is that service mail doesn’t look anything like the typical sales mail. You can promote deals and add coupons for recipients to cut out. If it’s designed just right, an automotive direct mail ad for a dealer’s service department can look strikingly similar to that of your service bay’s competitors like chain tire and brake shops, for example. This can really help you put a dent in their market share and raise your revenues.
Don’t be complacent about your service department’s ability to automatically market itself. Sure, many of your existing customers will only come to you to have their cars serviced, but there are so many more who are either shopping for better deals, or prospective customers who wouldn’t even think of dropping their car at your shop because they aren’t aware of the level of service you provide. So get the word out on your service department and snag those prospects you’ve been missing!