Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Brad Hampton

Brad Hampton Marketing Manager

Exclusive Blog Posts

How to Draw in Traffic With Video Marketing

How to Draw in Traffic With Video Marketing

After quickly rising to the top of the charts, YouTube has become one of the the most popular of any website online. It makes sense for any marketer to use…

5 Tips on Delegating Tasks to Underperforming Employees

5 Tips on Delegating Tasks to Underperforming Employees

No matter how carefully you hire or how well you manage your human resources, some employees simply don’t perform to the level you want them to. They…

Most Valuable Insight Finalist - Doug Van Sach

Most Valuable Insight Finalist - Doug Van Sach

Prioritize Your Prospects: Uncover Clues to Predict Who Will Buy Next Each year, the average customer test drives fewer vehicles. Given the fewer opport…

What to Expect as Driverless Cars Go Mainstream

What to Expect as Driverless Cars Go Mainstream

While the era of driverless vehicles is rapidly approaching, there is still a great deal of confusion and speculation regarding the full impact and the…

5 Ways to Upsell Without Sounding Like a Pushy Car Sales Rep

5 Ways to Upsell Without Sounding Like a Pushy Car Sales Rep

One of the keys to making a profit is the upsell. If you want to claim a heftier commission, upselling is a necessity. However, upselling is an art that sa…

5 Digital Steps to Generate Massive ROI from Direct Mail

Automotive Mailer
Automotive Service Mailer from 1928

As you can see from the image, direct mail hasn’t changed much in the past 90 years (except for the prices!).  Why should it?  It works to get good looking information in front of a lot of people very quickly, and consumers have a financial mindset when looking through their mail because that is how all their bills come.  I've done a $4,000 minimum trade-in guarantee direct mail piece that had a higher ROI of any digital advertising all year long.

Direct mail is also not what you would call bargain advertising.  There are creative costs if you have an agency design it, production costs depending on card stock, and mailing costs with higher postage fees.  However, the problem with direct mail is not the cost, but the lack of digital strategy to enhance the effectiveness of it.

It doesn't matter if you put an address or a QR code on the mailer, the consumer is still going to search online for your dealership and possibly any competing offers in your market.

  1. Two weeks before your direct mail ships out, you should have a Google indexed landing page on your website
  2. One week before your direct mail ships out, you should have a Paid Search campaign started that emulates the messaging on your mailer
  3. Three days after your direct mail is sent, you should have three email campaigns sent with the same offer, but personalized for different segments of your database
    1. Customers who have purchased from you in the past 3 years
    2. Customers who have inquired, but not purchased from you
    3. Customer who are servicing their vehicle with you, but have never bought
  4. Custom remarketing banners matching your direct mail offer for at least two months after it is sent
  5. Social Media promotion to snap a picture of the mailer to receive an increased discount, or enter into a contest

Last but certainly not the least, TRACK everything from the direct mail promotion so you know what works and what doesn't.  You should have a tracking code or marketing source inside your CRM dedicated to this direct mail piece.  Any forms from your custom landing page should be tracked separately from internet leads.  Make sure your staff knows what marketing campaign is being sent out, and have a talk track available for phone leads.  I have even gone as far as to offer a spiff to the sales staff for the most tracked direct mail conversions.

Focusing on your whole marketing strategy and making sure you are aligned on every medium will get you the most traction out of your direct mail while generating massive ROI.

Brad Hampton

KPA Marketing Manager

 Unlock all of the community & features  Join Now