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.


Exclusive Blog Posts

My Dealership Story - Kristy Elliott

My Dealership Story - Kristy Elliott

Meet Kristy Elliott, the Dealer Operator at Sunshine Chevrolet and check out her dealership story. Learn how Kristy came from the non-profit world to …

Start With Why - David Mead at DrivingSales Presidents Club

Start With Why - David Mead at DrivingSales Presidents Club

DrivingSales was so excited to have David Mead as a keynote speaker during Presidents Club. David works at the Start With Why foundation with Simon Sinek, …

You Have a Position to Fill – Who Do You Hire?

You Have a Position to Fill – Who Do You Hire?

As much as you try to avoid employee churn, you’ll always need to hire someone. It might be to replace a staff who’s moved on in their care…

6 Tips for Better LinkedIn PPC Advertising

6 Tips for Better LinkedIn PPC Advertising

With a little over a year’s experience with LinkedIn Advertising and some insights from a connection at LinkedIn, I’ve put together a list of 6…

The 3 Laws of Extreme Ownership

The 3 Laws of Extreme Ownership

“These are all things that may help you justify your results. But is your dealer any happier because of this?” I just finished reading a…

Quality over Quantity: Creating Relevancy to Your Message

In the earlier days of direct email marketing, the line of thinking by many car dealers was to send as many messages as possible to get the consumer’s attention.  It wasn’t about the message’s relevancy, it was simply an effort to grab the consumer’s attention and say, “Hey, we’re here! Click me for more information!”   It wasn’t unprecedented, however – its predecessor direct mail marketing was often used in the exact same way.

Over time, marketers using direct mail and email have made adjustments to make their efforts and objectives more pointed and relevant to their targeted clients.  By narrowing down selected targets through initiatives like database cleansing, direct marketers are finding that it’s not the amount of mailing pieces being distributed to intended targets; it’s the relevancy and quality of the message that’s important.

What other considerations are there in having more relevant, targeted campaigns?

The simple answer as to why car dealers should opt for quality over quantity in their marketing efforts is “it saves money.” The more elaborate explanation is that by using an updated client database, the campaign is more likely to benefit from a better return on investment because the right message is being delivered to the right people – at the right time.


DMEautomotive’s Paul Ryan recently noted that using themes for automotive direct marketing campaigns can make the sales doors swing.  Opting for themes in your customer retention campaigns can be highly effective in producing revenue for car dealerships due to the timeliness of the message.  Companies such as DMEautomotive offer customer retention programs that offer thematic campaigns that dealers can choose, implement and send with a click of a button and only a few pieces of information.

The pitch of the targeted direct marketing should have effective content.  The content needs to draw the prospect in and get them to act on the offer.  Offers of discounted oil changes, reduced services on a next visit or even car washes on every visit can be effective tools to getting in the consciousness of the consumer when it comes time to make car decisions.

When it comes to the actual “hook or pain” of your automotive service marketing campaigns, it’s how the message is delivered to your target that grabs their attention. When you’re thinking about your direct marketing materials, you should consider:

  • Is it pointed?
  • Should I use direct mail or email?
  • Is it professional?
  • Would a postcard or a tri-fold mailer be more effective?
  • How is the pitch delivered?

In automotive marketing, it is true what the old adage says: quality rules quantity.

~ Missy Jensen, Social Media Manager at DMEautomotive

Missy designs, deploys and maintains the social media initiatives for DMEautomotive in an effort to increase brand awareness, distribute company and industry news, provide updates on products and services and promote consumer engagement. Missy enjoys the process of learning; researching and watching projects come to fruition!

Prior to her transformation into a web specialist and work with DMEautomotive, she has 10 years of experience in the marketing and communications industry. Missy served as the Director, Handicapping & Communications for a regional golf association and helped successfully launch and maintain a cutting edge technology-based ticket resale program on behalf of the St. Louis Cardinals.

Missy attended St. Lawrence University where she graduated Magna Cum Laude with a BS in Psychology. She also holds a Master’s Degree from Miami University in Oxford, OH. She can be reached at and check her out on LinkedIn.

 Unlock all of the community & features  Join Now