AUTO DEALER MARKETING CONCEPTS
OUR DIRECT MAIL EFFORTS ARE
GET RESULTS WITH DIRECT MAIL
A direct mail campaign produced by
OUR TOWN PUBLISHERS should be a key part of your dealership marketing plan.
IT REACHES CUSTOMERS
Dealerships cannot reach all of their prospective customers via email. Most email servers have blocking or spam filters that prevent your customers from ever receiving your email. Estimates are that only 50% of customers can be accessed by email. If they do receive it, of that 50% if you get even .5% (that’s half a percentage point) of those people to open your email it’s considered a success.
IT REACHES THE RIGHT CUSTOMERS
Direct mail is targetable to different zip codes, neighborhoods, or income levels. Most mail recipients take the time to sort through and look at the mail they receive daily. A large percentage of prospective customers say they pay more attention to physical mail than emails or social channels.
DIRECT MAIL COMPLIMENTS SOCIAL MEDIA
Some critics of direct mail state that younger car buyers never look at “snail mail” but depend on electronic communications. Because it is true that younger buyers use email and social media to a greater extent than older buyers, Our Town Publishers will provide you with all the elements from your direct mail campaign to use in your emails and on your social media platforms.
THE KEY TO SUCCESS IS....
Reaching all your potential customers. You won’t reach all of your prospects using only one form of media. Our Town Publishers will put together a plan built around a direct mail campaign that includes social media and email marketing.
SECOND TO NONE
IT'S AFFORDABLE AND EFFECTIVE
OUR TOWN PUBLISHERS SPECIALTY
We specialize in an 8-page booklet with plenty of real estate to showcase your new vehicle lines, used vehicles, service and parts specials or a tailor-made message for your dealership.
HOW TO GET THE BEST RESULTS
You will get the biggest benefit from this booklet if we use one of these three different campaign themes.
These are campaigns sent out to select customers at key points in the business cycle. This includes customers whose leases are set to expire, financing customers who are ready to pay off their loans and service related timelines.
These campaigns are used every year to meet seasonal demand or holiday shopping and can include annual sales events tied to holiday or winter shoppers or the summer travel season. Regardless of the reason, use incentives or specials to get the customers’ attention.
These are campaigns designed more by local demand rather than manufacturer programs and incentives. Examples are dealer service clinics, dealership sales incentives not connected to national programs, holidays, dealership anniversary sales etc.