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:
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 firstname.lastname@example.org and check her out on LinkedIn.