Mark Rask

Do you feel that direct mail does better for marketing for service 

Kevin Kulma

No - it is more the fact that a dealer spends 99% of their marketing time on sales.   So when a $10k mailer is deployed, the service mgr says it is a success because he has 10 redeemed mailers inside his desk drawer.   If you spent equal time on digital marketing efforts in both sales and service, I know you would quickly discover more cost effective ways to reach customers for service.  

Bart Wilson

Amen Kevin!  Fixed ops marketing isn't nearly as effective because dealers don't tend to focus on it.

Mark Rask

We are moving more and more in to the digital world for service 

Will Burke

The general consensus from most of the meetings and shows that I've attended over the years is that direct mail typically brings in one of the lowest ROI's compared to digital marketing campaigns. 

I guess it's one of those things however where you need to know your audience. 

I'd imagine direct mail is more effective for a Buick or Lincoln franchise than it would be for Mazda or Fiat. 

Curt Campeau

Spray & pray direct mail has a very low ROI. Targeted direct mail from your data base using an equity mining tool should see buy rates near 1% creating a much much higher ROI. You can use the same targeting method for service customers and create a customized campaign... for example, you could target all of the customers that have not serviced with you in a year with a checkbook campaign and etc... 

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