In my last blog, we discussed how having a “hook” or theme to your direct marketing campaigns must have a“pain” or reason to motivate your customers to visit your dealership and drive sales traffic. We also discussed how your hook and pain must have a regular message for all your targeted direct mail (TDM) pieces. Each of these stories or messages should contain one element that grabs your prospect’s attention and brings them into your automotive dealership.
So what message, story or images will you be using to make those doors swing on a consistent basis, while grabbing your customers’ attention?
Create a consistent story, of course.
What do you want your customers to think of when they hear your dealership’s name? Consider the following “cause-effect” messages when evaluating your TDMs.
Whether you’re a price driven or a service driven dealership, you will want to keep your message simple and consistent. But more importantly, it’s the message that creates meaning for your customers. Is your message making them feel like they can’t be without your goods or services?
That “feel good” message should pop into mind whether they need brakes (“Best Certified Mechanics in Town!”) or they need a new car (“Largest Inventory and Best Prices Around!”). It should leave the customer with the feeling that they need not go anywhere else when making their decision. As a car dealer-marketing specialist, always promote that real message consistently. After all, it is the reason why the consumer comes to think of your dealership in the first place.
In my next blog, we will discuss The Power of Personal Communications in Automotive Marketing.
~ Paul Ryan, Field Account Manager @ DMEautomotive
Bio: Paul Ryan brings over 25 years of experience in sales, sales management, marketing, and client services. He joined DMEautomotive in February of 2008, as a Regional Territory Manager. With proven success as an inside sales representative selling the FullCircle Solutions’ Bullseye program, he was recognized frequently as Sales Person of the Month and received the highest honor of Sales Person of the Year for 2008. In August of 2009, Paul managed, “Direct-To-Dealer” – Mail Division, responsible for overseeing the sales for the “Direct-To-Dealer” Mail Division. Currently he is traveling in the Midwest as Field Account Manager. Paul graduated with a B.B.A, in Business Administration from Iowa State University in 1982.