Setting up an effective automotive marketing campaign is all about knowing your audience. With the help of modern technology, gathering information about your ideal customers and their habits is far simpler than it used to be.
Thanks to data, your business can access consumer-related details that improve the personalization of your automotive direct mail advertising campaigns. Of course, it’s important to know how to navigate the path to accurate data that’ll increase the returns on your dealership’s marketing investment.
That’s why the marketing professionals at Aspen Automotive are here to help you learn more about the six steps for the best auto data. Let’s check them out!
1.) Identify Your Dealership’s Goal
First and foremost, a successful advertising strategy begins by identifying your dealership’s overall objective.
Regardless if you’re hoping to drive new traffic into your dealership’s showroom or delight your current customer base with some service specials, a solid automotive advertising campaign relies on a carefully thought out intention. To begin, consider asking yourself some questions, like:
- What does your dealership have to offer?
- Who is our ideal customer?
- Are we targeting new or existing customers?
- How do we add personalization?
By taking some time to consider these all-important questions and define the dealership’s goal, you’ll have a clearer mental image of what your direct mailer or other advertising materials should contain.
2.) Target Your Audience
Now that you’ve identified the overall objective of your dealership’s marketing aims, it’s time to understand your audience.
In short, this technique helps you learn which people have the highest probability of purchasing your vehicles or participating in your promotion. This can be achieved by defining a few basic criteria, like:
- Demographics – including age, gender, education, income bracket, occupation, and more.
- Habits – including previous purchases, daily lifestyles, and other details.
- Preferences – including their reasons for buying your brand or brands (convenience, style, safety, and more).
Once you’ve concretely defined your targeted demographic, you’re free to utilize automotive data technologies that’ll identify the individuals who fall under those criteria.
3.) Find the Right Data
Think about it: to design a data-driven automotive marketing technique, you need to ensure that the data you’re accessing is reliable and accurate.
Well, our team has made that even easier by equipping our clients with exclusive data platforms that provide you with a window into the lives of your ideal customers.
For example, Aspen SureDrive Data compiles information about your audience that allows you to determine who is most likely to purchase a vehicle from your dealership, such as:
- Year
- Make
- Model
- Purchase date
- Auto style
- Purchase type
With this information in your arsenal, your professionals can identify the consumer subset that’s getting ready to purchase a new car. That way, you can reach the right customer at the right time.
4.) Analyze Your Data
After you’ve managed to compile some dependable data from our automotive marketing resources, you and your team are ready to begin evaluating the results.
From these returns, you’ll gain a better understanding of your customer’s lifestyles, goals, and how likely they are to engage with your dealership. As a result, you’ll be sure to invest in advertisements that reach the individuals who have the highest chance of actually participating with your store.
On top of that, you’ll want to employ some method of data cleansing that’ll prevent your direct mailers from reaching old addresses.
Luckily, our Dealer Data Download actively retrieves and updates information in your DMS. With this convenient data solution, you’ll remove duplicate records from your database to ensure that your automotive direct mail reaches the correct addresses.
5.) Identify Areas of Growth
Once you’ve spent some time testing your data, you’ll want to sit down and run through any areas that could be strengthened with additional information.
If you haven’t yet tested out the success of your automotive marketing techniques on a particular community, it’s time to sample a small audience of car buyers in that area.
Based on the response to your advertisements, you can then expand the reach of your campaign to a larger number of recipients.
6.) Choose the Right Agency
No matter what type of data you’ve managed to snag through your data technologies and research, choosing the right agency is a must.
Well, by opting for the expertise of the automotive marketing gurus at Aspen Automotive, you’ll have access to a comprehensive approach to direct mail marketing that addresses all your company’s needs and improves your bottom line.
Through our cutting-edge designs, personalization options, state-of-the-art production facility, and innovative technologies, your business stands to build revenue year over year.
Ready to get started? All you have to do is contact our marketing team by giving us a call or sending us an email today!
