With gas prices well above their average this time last year, we can’t expect the summer to bring any relief at the pump. Drivers are changing their habits to cope – driving less often, carpooling, walking, or even buying more fuel efficient vehicles. But do you have the right inventory for this response?

As a car dealership, are you prepared for this shift in demand to more fuel efficient vehicles? Did you buy these higher MPG models three months ago to have in your inventory for today? It is difficult to predict gas prices, so your fleet of fuel-efficient or hybrid vehicles may be lower than public demand. If this is the case, do you then have enough pre-owned high MPG vehicles instead?

Another solution to cope with the low stock of high MPG vehicles is to offer gas incentives. All dealerships have the same rebates to offer, but not all are offering a gas incentive. If you don’t have the 40 MPG model to offer, offer a gas promotion instead. With the purchase of a new vehicle, you could give a $500 gas card. Such automotive marketing techniques can offset the slight difference in MPGs if you are lacking inventory in more fuel efficient vehicles.

Lastly, are your sales people trained to talk about the benefits of purchasing a more fuel-efficient vehicle? With gas prices potentially verging on $5 a gallon, a car with higher MPG could pay for itself when considering the gas savings it will produce. The true cost of driving includes more than just the monthly payment on a car – it includes the cost for service, oil changes, new tires, gas, and all the other miscellaneous work that goes into a car‘s upkeep. In the end, the fuel-efficient hybrid could be the cheaper option when we look at the true cost of driving

With gas prices well above their average this time last year, we can’t expect the summer to bring any relief at the pump. Drivers are changing their habits to cope – driving less often, carpooling, walking, or even buying more fuel efficient vehicles. But do you have the right inventory for this response?

As a car dealership, are you prepared for this shift in demand to more fuel efficient vehicles? Did you buy these higher MPG models three months ago to have in your inventory for today? It is difficult to predict gas prices, so your fleet of fuel-efficient or hybrid vehicles may be lower than public demand. If this is the case, do you then have enough pre-owned high MPG vehicles instead?

Another solution to cope with the low stock of high MPG vehicles is to offer gas incentives. All dealerships have the same rebates to offer, but not all are offering a gas incentive. If you don’t have the 40 MPG model to offer, offer a gas promotion instead. With the purchase of a new vehicle, you could give a $500 gas card. Such automotive marketing techniques can offset the slight difference in MPGs if you are lacking inventory in more fuel efficient vehicles.

Lastly, are your sales people trained to talk about the benefits of purchasing a more fuel-efficient vehicle? With gas prices potentially verging on $5 a gallon, a car with higher MPG could pay for itself when considering the gas savings it will produce. The true cost of driving includes more than just the monthly payment on a car – it includes the cost for service, oil changes, new tires, gas, and all the other miscellaneous work that goes into a car‘s upkeep. In the end, the fuel-efficient hybrid could be the cheaper option when we look at the true cost of driving

Foursquare.  Yelp.  Facebook Places.  Gowalla.  Loopt.  Brightkite.  Some of these you may have heard of…while you may accuse me of making some of them up on the spot.  The truth is that they are geolocation applications (often synonymous with geosocial) that are increasing in popularity and should become a part of your automotive marketing mix to drive traffic to your dealership.

Geo What?

I’ll try not to get all technical on you but a definition may help.  “Geolocation” means that, thanks to your smart phone or other mobile device, your current (as in relative to time) physical location is identified.  “Geosocial”, on the other hand, is the publication of such information on various social channels that allows and encourages interaction with other people. Cliff Notes version: these applications allow you use your mobile device to check-in at businesses and other places of interest, while simultaneously notifying your friends and other social connections where you are and what you’re doing through a social network.

While many dealerships have jumped on the social media bandwagon by participating on sites like Facebook, Twitter and YouTube, few have incorporated geolocation apps and geosocial networking into their marketing efforts. However, automotive marketing professionals should strongly consider including them…because, as we know, people are influenced by the behaviors, choices and purchases of their friends.  And a growing broadcast tool for such information is the geolocation app.

Using Geolocation Apps at Your Dealership

How can your car dealership use geolocation applications? Many brick-and-mortar companies are incentivizing people to ‘check-in’ to their venue; car dealerships should be no different.  This is because geolocation apps provide your dealership with a real opportunity to affect Sales and Service revenue.  Here are a few thoughts and suggestions for your dealership to include geolocation apps into your marketing:

1. Give a little.

According to a Razorfish study, one of the reasons that people follow brands on social sites is fairly obvious: Access to promotions, exclusive deals and discounts.  Having said that, many geolocation services provide you with the opportunity to reward your dealership’s customers for check-ins.  This functionality allows your dealership to encourage customer loyalty in a new and tech-savvy manner.  How you ask?

Your dealership can provide “rewards” to those individuals who are loyal customers by motivating and incentivizing them through the social web.  Perhaps they’ve stopped by your dealership to have an oil change performed, or maybe even something a lot more expensive was done to their vehicle, or possibly they were visiting your lot a few days later to peruse the new models.  Either way, geolocation applications allow and encourage the customer to check into your dealership to receive not only recognition for being a loyal customer, but also a reward.

Using Foursquare’s badge system, you can reward someone the first time or each time they check in…and provide a much bigger special for the individual who becomes the ‘Mayor’.  Your reward can be as simple as a free upgraded car detail with service.  Some dealerships have devised a system that rewards a customer with a free service after ‘x’ number of visits.  The possibilities are endless!

2. Hey You…Over There…Yeah, I’m Talking to You!

One of the biggest benefits of geolocation apps is the ability to alert individuals of a special when they are within the vicinity of your dealership and check into a nearby business.  So, when Joe or Jane Smith is visiting the breakfast restaurant just around the corner from your dealership, their location triggers the application to notify them of specials in the area.  How great is that?!

Your dealership can offer a special, whether it is a small percentage or dollar amount off (i.e., 10% or $10 off, whichever is greater) to the individuals who bring their vehicle in for an oil change (or whatever service you wish) during select hours.  Hey, the person is literally around the corner…it’s quite possible you could strike them at just the right time…and with the right incentive…to have them swing by your dealership for some service.  Talk about direct automotive dealership marketing potential.

However, geolocation-related offers don’t have to be exclusive for your service department.  Some OEMs (Mazda, Mercedes to name a few) have used Foursquare to offer financial incentives in the sales department as well.  Regardless of sales or service, your dealership can conduct some serious automotive marketing endeavors through these services.

3.  All Hands…Ears and Eyes…on Deck!

Just like many of the other social networking services, your dealership is able to learn from and interact with customers via geolocation apps.  On some sites, Foursquare as an example, your customers are given the ability to leave feedback and make comments.  As part of an online reputation management regiment, your dealership must take the time to review the feedback and learn from it.  Certainly it’s also imperative that you take the time to interact with the customers.  Since many applications allow you to contact and converse with the individuals who checked in, why not ask them how their experience was or if they would recommend it to their friends.  Seriously, make conversation with your customers on these social sites, as it will go a long way in building a relationship.

Frankly, there is a lot more to be discussed with regards to geolocation apps as we’ve just touched on the tip of the iceberg here.  If there is one point I’d like to leave you with, it’s this:  as a business, you must provide a clear and tangible incentive for your dealership’s customers to interact with your brand online and for them to share their personal information (whether physical or behavioral) with you.

Are you using geolocation apps at your dealership?  What’s been your experience thus far?

~ Missy Jensen, Social Media Manager at DMEautomotive

Bio:
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 missy.jensen@dmeautomotive.com and check her out on LinkedIn.

Foursquare.  Yelp.  Facebook Places.  Gowalla.  Loopt.  Brightkite.  Some of these you may have heard of…while you may accuse me of making some of them up on the spot.  The truth is that they are geolocation applications (often synonymous with geosocial) that are increasing in popularity and should become a part of your automotive marketing mix to drive traffic to your dealership.

Geo What?

I’ll try not to get all technical on you but a definition may help.  “Geolocation” means that, thanks to your smart phone or other mobile device, your current (as in relative to time) physical location is identified.  “Geosocial”, on the other hand, is the publication of such information on various social channels that allows and encourages interaction with other people. Cliff Notes version: these applications allow you use your mobile device to check-in at businesses and other places of interest, while simultaneously notifying your friends and other social connections where you are and what you’re doing through a social network.

While many dealerships have jumped on the social media bandwagon by participating on sites like Facebook, Twitter and YouTube, few have incorporated geolocation apps and geosocial networking into their marketing efforts. However, automotive marketing professionals should strongly consider including them…because, as we know, people are influenced by the behaviors, choices and purchases of their friends.  And a growing broadcast tool for such information is the geolocation app.

Using Geolocation Apps at Your Dealership

How can your car dealership use geolocation applications? Many brick-and-mortar companies are incentivizing people to ‘check-in’ to their venue; car dealerships should be no different.  This is because geolocation apps provide your dealership with a real opportunity to affect Sales and Service revenue.  Here are a few thoughts and suggestions for your dealership to include geolocation apps into your marketing:

1. Give a little.

According to a Razorfish study, one of the reasons that people follow brands on social sites is fairly obvious: Access to promotions, exclusive deals and discounts.  Having said that, many geolocation services provide you with the opportunity to reward your dealership’s customers for check-ins.  This functionality allows your dealership to encourage customer loyalty in a new and tech-savvy manner.  How you ask?

Your dealership can provide “rewards” to those individuals who are loyal customers by motivating and incentivizing them through the social web.  Perhaps they’ve stopped by your dealership to have an oil change performed, or maybe even something a lot more expensive was done to their vehicle, or possibly they were visiting your lot a few days later to peruse the new models.  Either way, geolocation applications allow and encourage the customer to check into your dealership to receive not only recognition for being a loyal customer, but also a reward.

Using Foursquare’s badge system, you can reward someone the first time or each time they check in…and provide a much bigger special for the individual who becomes the ‘Mayor’.  Your reward can be as simple as a free upgraded car detail with service.  Some dealerships have devised a system that rewards a customer with a free service after ‘x’ number of visits.  The possibilities are endless!

2. Hey You…Over There…Yeah, I’m Talking to You!

One of the biggest benefits of geolocation apps is the ability to alert individuals of a special when they are within the vicinity of your dealership and check into a nearby business.  So, when Joe or Jane Smith is visiting the breakfast restaurant just around the corner from your dealership, their location triggers the application to notify them of specials in the area.  How great is that?!

Your dealership can offer a special, whether it is a small percentage or dollar amount off (i.e., 10% or $10 off, whichever is greater) to the individuals who bring their vehicle in for an oil change (or whatever service you wish) during select hours.  Hey, the person is literally around the corner…it’s quite possible you could strike them at just the right time…and with the right incentive…to have them swing by your dealership for some service.  Talk about direct automotive dealership marketing potential.

However, geolocation-related offers don’t have to be exclusive for your service department.  Some OEMs (Mazda, Mercedes to name a few) have used Foursquare to offer financial incentives in the sales department as well.  Regardless of sales or service, your dealership can conduct some serious automotive marketing endeavors through these services.

3.  All Hands…Ears and Eyes…on Deck!

Just like many of the other social networking services, your dealership is able to learn from and interact with customers via geolocation apps.  On some sites, Foursquare as an example, your customers are given the ability to leave feedback and make comments.  As part of an online reputation management regiment, your dealership must take the time to review the feedback and learn from it.  Certainly it’s also imperative that you take the time to interact with the customers.  Since many applications allow you to contact and converse with the individuals who checked in, why not ask them how their experience was or if they would recommend it to their friends.  Seriously, make conversation with your customers on these social sites, as it will go a long way in building a relationship.

Frankly, there is a lot more to be discussed with regards to geolocation apps as we’ve just touched on the tip of the iceberg here.  If there is one point I’d like to leave you with, it’s this:  as a business, you must provide a clear and tangible incentive for your dealership’s customers to interact with your brand online and for them to share their personal information (whether physical or behavioral) with you.

Are you using geolocation apps at your dealership?  What’s been your experience thus far?

~ Missy Jensen, Social Media Manager at DMEautomotive

Bio:
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 missy.jensen@dmeautomotive.com and check her out on LinkedIn.

When the earthquake and subsequent tsunami hit Japan on March 11, 2011, it was a disaster that took its toll not only on the physical landscape and people of the small country, but also drastically affected a number of global industries.  One of the biggest industries affected by the destruction was the automotive industry.  According to Automotive News, the tsunami wiped out over 2,000 Nissan and Infiniti vehicles that were destined for showrooms in both Japan and the United States.  It was also reported that Toyota, who held the top spot as the world’s largest carmaker, would lose its rank (which it has held since 2008) due to the tsunami’s impact on their production.  Additionally, and perhaps most importantly, other carmakers…including American carmakers that merely rely on parts from Japan…are feeling the effects.

While the immediate destruction of the tsunami has passed, automakers that suffered drastic losses and/or disruptions in production report that the summer months will see a big impact in terms of available inventory.

Do you have a strategy to overcome tight supply over the months ahead?  Do you have enough cars to get you through the summer…the hottest selling months of the year?

Here are a few automotive marketing tips to help you with your inventory concerns:

1. Get aggressive on trade-ins!
2. Implement a Vehicle Buy Back Program.
3. Using your database, identify customers who have the car you want and CALL THEM!
4. Don’t advertise the lowest price.  Instead, consider:

• “More for Your Trade!”
• “Free Gas For A Year”
• “Best Selection”

1. If you own a multi-franchise store, stock up on the other automakers’ vehicles.
2. Hit the auctions and buy late models of your best selling vehicles.

One other thing to consider is spending smarter with your marketing and advertising dollars.  During the upcoming months, it may be a good business decision to cut back on your television and print advertising and reallocate to digital based and direct marketing campaigns where there is a low cost to high ROI ratio.

What is your dealership doing to get inventory for the upcoming busy selling months?

~ Missy Jensen, Social Media Manager at DMEautomotive

Bio:
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 missy.jensen@dmeautomotive.com and check her out on LinkedIn.

When the earthquake and subsequent tsunami hit Japan on March 11, 2011, it was a disaster that took its toll not only on the physical landscape and people of the small country, but also drastically affected a number of global industries.  One of the biggest industries affected by the destruction was the automotive industry.  According to Automotive News, the tsunami wiped out over 2,000 Nissan and Infiniti vehicles that were destined for showrooms in both Japan and the United States.  It was also reported that Toyota, who held the top spot as the world’s largest carmaker, would lose its rank (which it has held since 2008) due to the tsunami’s impact on their production.  Additionally, and perhaps most importantly, other carmakers…including American carmakers that merely rely on parts from Japan…are feeling the effects.

While the immediate destruction of the tsunami has passed, automakers that suffered drastic losses and/or disruptions in production report that the summer months will see a big impact in terms of available inventory.

Do you have a strategy to overcome tight supply over the months ahead?  Do you have enough cars to get you through the summer…the hottest selling months of the year?

Here are a few automotive marketing tips to help you with your inventory concerns:

1. Get aggressive on trade-ins!
2. Implement a Vehicle Buy Back Program.
3. Using your database, identify customers who have the car you want and CALL THEM!
4. Don’t advertise the lowest price.  Instead, consider:

• “More for Your Trade!”
• “Free Gas For A Year”
• “Best Selection”

1. If you own a multi-franchise store, stock up on the other automakers’ vehicles.
2. Hit the auctions and buy late models of your best selling vehicles.

One other thing to consider is spending smarter with your marketing and advertising dollars.  During the upcoming months, it may be a good business decision to cut back on your television and print advertising and reallocate to digital based and direct marketing campaigns where there is a low cost to high ROI ratio.

What is your dealership doing to get inventory for the upcoming busy selling months?

~ Missy Jensen, Social Media Manager at DMEautomotive

Bio:
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 missy.jensen@dmeautomotive.com and check her out on LinkedIn.

Tired of coming back from the factory meeting just to hear that you’re not on top in your city and that your local market share is slipping?  Tired of wondering where to spend your money and finding it almost impossible to track what automotive marketing efforts actually work?  Well, you’re not alone…far from it really.  Many operators at car dealerships around the country feel the same way.  So what do they do? Typically they react to the news by hiring a new advertising agency, redoing the marketing plan; and/or by firing a general manager or sales manager! 

But the real answer is pretty simple: you have to focus your automotive marketing efforts on YOUR market.  That’s right…own your backyard.  Let’s be completely honest here…stop worrying about the whole city!  If you dominate your market area, you can win the bigger war citywide. 

Here’s the brutal truth…it’s not going to be easy.  And it sure as heck isn’t going to happen overnight!  It’s going to take commitment.  Here are a just a few of the ways you can spend your automotive marketing dollars locally in order to own your market:

1. Send targeted direct mail to your top performing zip codes…but don’t forget about your backyard zip codes.  Don’t assume that these people are going to come to your dealership just because you’re in the neighborhood.
2. Purchase cable television ad spots for your backyard…and your backyard only.
3. Put up local billboards; advertise at bus stops and on benches in your neighborhood.
4. Get involved in your community and sponsor local events.
5. Offer an incentive program to specific zip codes where the customer gets a better deal simply because they are a resident in that area.
6. Sponsor a high school sports program or local team (kids or adult recreation league).
7. Ensure that you have a sound service-to-sales conversion plan.
8. Be nice to your neighbors.  Customer service is such a pivotal part of the automotive industry and it can make or break your dealership.
9. Engage in location-based marketing through the use of social applications (such as Foursquare, Facebook, etc).  For an in-depth look at such applications read our blog, Remember, it’s all about “Location, Location, Location.”

If you keep your eye on your backyard and engage in these activities, you’ll spend less, make more and shoot to the top of your rankings.  Go ahead.  I dare you!

Bio:
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 missy.jensen@dmeautomotive.com and check her out on LinkedIn.

Tired of coming back from the factory meeting just to hear that you’re not on top in your city and that your local market share is slipping?  Tired of wondering where to spend your money and finding it almost impossible to track what automotive marketing efforts actually work?  Well, you’re not alone…far from it really.  Many operators at car dealerships around the country feel the same way.  So what do they do? Typically they react to the news by hiring a new advertising agency, redoing the marketing plan; and/or by firing a general manager or sales manager! 

But the real answer is pretty simple: you have to focus your automotive marketing efforts on YOUR market.  That’s right…own your backyard.  Let’s be completely honest here…stop worrying about the whole city!  If you dominate your market area, you can win the bigger war citywide. 

Here’s the brutal truth…it’s not going to be easy.  And it sure as heck isn’t going to happen overnight!  It’s going to take commitment.  Here are a just a few of the ways you can spend your automotive marketing dollars locally in order to own your market:

1. Send targeted direct mail to your top performing zip codes…but don’t forget about your backyard zip codes.  Don’t assume that these people are going to come to your dealership just because you’re in the neighborhood.
2. Purchase cable television ad spots for your backyard…and your backyard only.
3. Put up local billboards; advertise at bus stops and on benches in your neighborhood.
4. Get involved in your community and sponsor local events.
5. Offer an incentive program to specific zip codes where the customer gets a better deal simply because they are a resident in that area.
6. Sponsor a high school sports program or local team (kids or adult recreation league).
7. Ensure that you have a sound service-to-sales conversion plan.
8. Be nice to your neighbors.  Customer service is such a pivotal part of the automotive industry and it can make or break your dealership.
9. Engage in location-based marketing through the use of social applications (such as Foursquare, Facebook, etc).  For an in-depth look at such applications read our blog, Remember, it’s all about “Location, Location, Location.”

If you keep your eye on your backyard and engage in these activities, you’ll spend less, make more and shoot to the top of your rankings.  Go ahead.  I dare you!

Bio:
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 missy.jensen@dmeautomotive.com and check her out on LinkedIn.

When you retrieve your mail from your mailbox, what keeps you from throwing it in the trash when you walk inside?  If you’re anything like me, depending on my mood of course, a piece of targeted direct mail (TDM) will find its way to the trashcan unless it immediately grabs my attention. As an automotive direct marketing professional, how can you keep the interest of the consumer so they do not throw your TDM in the trashcan?  I’ll touch on the following concepts that are key to a successful direct marketing campaign as it relates to mail:

• Form
• Theme
• Message
• Call to Action
• Urgency

Form

Letter – Today’s standard mail pieces are typically informal or official.  In all my years of direct mail experience, I’ve noticed that when a mail piece has a lot of writing on the envelope, it is typically a promotional piece.  If it is fancy (i.e., cluttered or decorative), it’s perceived to be a promotion -- and it ultimately ends up in the trash.  On the other hand, letters that look more official with little to no marketing on them are perceived as formal and containing relevant information for the addressee. Having said that, I strongly suggest you keep your TDM letters simple to improve the likelihood that the recipient will open them.

Postcard – Filled with bulleted announcements, the postcard is one of the best ways to say a lot in a small space.   When designed well with a carefully crafted message, the postcard quickly tells a story and does not irritate the recipient.  Here are a few different suggestions on how to use postcards for your automotive direct mail:

• 5 x 7 Quick Announcements w/coupons
• 6 x 9 BulletedShort Stories w/coupons
• 6 x 11 Artistic Short Stories w/coupons
• 8.5 x 11 Artistic Stories – “Texas Postcard”

Other forms of direct mail include:

• Tri-Fold – Used when you have a lot you want to display. Many direct marketers feel this is the best option for informational and descriptive messages.

• Gimmick – The unique confetti explosion.  Sending a small tube with confetti and a letter rolled up, though a little more expensive, can create traction.

Theme Make sure you have a great graphic artist that understands design. There is nothing worse than a great form that has a really bad artistic composition.  It’s crucial to create an artistic story that the customer can relate to. Your artist should understand the goal of the TDM and what you want the customer to believe or contemplate. All good TDM pieces must grab the attention of the consumer by making them want your product.

Message What is the Offer?  What is the consumer’s benefit? Your eye should be able to pick this off the mail piece quickly and easily.  And perhaps more importantly, is the offer believable?  An unbelievable offer loses credibility quickly.  Remember the saying, ““If it’s too good to be true, it probably is.” People do not want to be scammed.

Call to Action What do you want the customer to do?  Remember, the very objective of sending a TDM piece is to generate a response.  You want the customer to call you, visit the dealership, make an appointment or whatever else you may want them to do. Therefore, within your TDM, clearly and concisely point out what you want the customer to do, when you want them to do it and the benefits of doing so quickly.

  Urgency A successful TDM leaves the consumer with the feeling that not only do they need it now, but also if they pass up on the opportunity, they will come to regret doing so. Pick your form, theme, and message.  Then give it a call to action with a lot of urgency to ensure your TDM will avoid hitting the trashcan.

~ 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.

When you retrieve your mail from your mailbox, what keeps you from throwing it in the trash when you walk inside?  If you’re anything like me, depending on my mood of course, a piece of targeted direct mail (TDM) will find its way to the trashcan unless it immediately grabs my attention. As an automotive direct marketing professional, how can you keep the interest of the consumer so they do not throw your TDM in the trashcan?  I’ll touch on the following concepts that are key to a successful direct marketing campaign as it relates to mail:

• Form
• Theme
• Message
• Call to Action
• Urgency

Form

Letter – Today’s standard mail pieces are typically informal or official.  In all my years of direct mail experience, I’ve noticed that when a mail piece has a lot of writing on the envelope, it is typically a promotional piece.  If it is fancy (i.e., cluttered or decorative), it’s perceived to be a promotion -- and it ultimately ends up in the trash.  On the other hand, letters that look more official with little to no marketing on them are perceived as formal and containing relevant information for the addressee. Having said that, I strongly suggest you keep your TDM letters simple to improve the likelihood that the recipient will open them.

Postcard – Filled with bulleted announcements, the postcard is one of the best ways to say a lot in a small space.   When designed well with a carefully crafted message, the postcard quickly tells a story and does not irritate the recipient.  Here are a few different suggestions on how to use postcards for your automotive direct mail:

• 5 x 7 Quick Announcements w/coupons
• 6 x 9 BulletedShort Stories w/coupons
• 6 x 11 Artistic Short Stories w/coupons
• 8.5 x 11 Artistic Stories – “Texas Postcard”

Other forms of direct mail include:

• Tri-Fold – Used when you have a lot you want to display. Many direct marketers feel this is the best option for informational and descriptive messages.

• Gimmick – The unique confetti explosion.  Sending a small tube with confetti and a letter rolled up, though a little more expensive, can create traction.

Theme Make sure you have a great graphic artist that understands design. There is nothing worse than a great form that has a really bad artistic composition.  It’s crucial to create an artistic story that the customer can relate to. Your artist should understand the goal of the TDM and what you want the customer to believe or contemplate. All good TDM pieces must grab the attention of the consumer by making them want your product.

Message What is the Offer?  What is the consumer’s benefit? Your eye should be able to pick this off the mail piece quickly and easily.  And perhaps more importantly, is the offer believable?  An unbelievable offer loses credibility quickly.  Remember the saying, ““If it’s too good to be true, it probably is.” People do not want to be scammed.

Call to Action What do you want the customer to do?  Remember, the very objective of sending a TDM piece is to generate a response.  You want the customer to call you, visit the dealership, make an appointment or whatever else you may want them to do. Therefore, within your TDM, clearly and concisely point out what you want the customer to do, when you want them to do it and the benefits of doing so quickly.

  Urgency A successful TDM leaves the consumer with the feeling that not only do they need it now, but also if they pass up on the opportunity, they will come to regret doing so. Pick your form, theme, and message.  Then give it a call to action with a lot of urgency to ensure your TDM will avoid hitting the trashcan.

~ 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.