Full disclosure: as an automotive direct mail marketing company, we know full well that this blog is a bit self-serving. That being said, allow us to make a few arguments in favor of delegating your next direct mail marketing campaign to a firm like ours.
So many dealerships are still DIY-ing their direct mail campaigns with Photoshop and printing them at places like Staples. Sure, many with artistic and creative flair can make professional looking direct mailers without the help of an actual professional – but, if you are one of these dealerships, have you stopped to consider the drain this attempt at cost-cutting is actually having on your bottom line – and on your staff?
Automotive direct mail is about more than sending an attractive postcard to local addresses. First, there is the lead generation component. Automotive marketers are pro at researching markets and providing the best potential prospects. We don’t merely request a mailing list for certain zip codes from the Postal Service, nor do we buy or repurpose lists produced for the area’s automotive industry in general. We work with our clients to learn more about their specific brand, their ideal customers and more. And, we use Experian True Credit Data, Loan Maturity Data, income qualifiers, discharged bankruptcies and a whole host of other pieces of date to generate a truly customized list. Having a list that’s drilled down so far helps to cut down on unnecessary printing and mailing costs.
Then, there are the human resources to consider. Time your staff spends away from their other administrative or sales duties is simply time wasted. Outsourcing automotive direct mail design and campaign implementation to a firm that does that work day in and day out will not only free up your staff that’s currently tasked with the work, it will also cut down the time it takes to get the job done.
Next, an automotive direct mail marketing firm can help you to measure your campaign’s effectiveness. This is something that’s incredibly difficult for you to do on your own. How can you be sure if your DIY mailers were the reason for a sales surge or if it was something else entirely? With Xcel Media Group, not only do you receive constantly updated sales metrics, we actually guarantee results.
Finally, outsourcing your automotive direct mail campaigns to a firm like ours might actually save you money. From printing discounts to bulk mail incentives, we know how to get you an effective and cost-effective campaign that meets all of your goals. We also know all of the shortcuts and adjustments that can be made to reduce costs without reducing quality.