In the age of personalized technology, it’s more important than ever to cater your dealership’s advertising messages to suit a particular audience.
Rather than creating a one-size-fits-all direct mailer to send each of your consumers, personalization and data-driven marketing allows you to connect to your customers with advertisements that speak directly to their specific needs.
The big question is: how do you achieve that? Well, the team at Aspen Automotive is here to help you learn how to determine your dealership’s direct mail target market.
By accomplishing this step of your automotive marketing strategy, your team will have a better understanding of the lifestyles and demographics of your ideal customers, making it easier to tailor your direct mail message and draw traffic into your showroom.
1.)Understand What You’re Selling
Looking to raise awareness about an upcoming sales event, a service special, or a new model that’s arriving at your dealership?
The first thing you want to do is understand the product you’re aiming to sell to your customers. A few key questions to ask yourself and your team during this product evaluation stage are:
- What makes this product unique?
- How does it compare to what our competition offers?
- Who would it benefit most?
- How does it fulfill our audience’s needs?
By posing these questions, you’ll immediately get a firmer grasp on the individuals who are most likely to opt into your program or purchase your product.
2.)Evaluate Your Dealership’s Current Audience
To give your team a clearer image of what members of your target market will look like, you want to take a closer look at the individuals who already make up your current customer base.
By selecting a few of your best consumers and researching their demographics, lifestyles, hobbies, and interests, you can more effectively design an automotive direct mailer that speaks to their needs.
One of the best ways to understand your audience is to tap into a database that houses accurate information about your buyers. That way, you’ll have years of relevant information on your target market all in one place.
3.)Choose Your Demographics
Now that you’ve dug up some valuable data on your target market, it’s time to clearly identify the demographics into which those individuals fall. Some of those parameters include:
- Occupation
- Age
- Gender
- Ethnicity
- Family size
- Household income and more
Put simply, demographics and psychographics (including the interests and psychological profiles of your customers) help you determine the how’s and why’s of your buyers’ decisions.
Once you understand that, you’re well on your way to designing an effective piece of auto direct mail with messages that pertain to your target market.
4.)Test Your Automotive Direct Mail
After you’ve established the target market for your dealership’s direct mail campaign, it’s time to refine the design, offers, and messages associated with it by running a few tests.
For instance, A/B testing allows your team to define the language, images, and specials that are most appealing to your dealership’s target audience.
All you have to do is choose a small sample of recipients for your direct mail test and send them two unique advertisements—both of which feature slight differences in the offer and other factors that could be important in converting leads.
From there, you can measure the results based on response rates to each direct mailer to decide on a final format for your dealership’s auto marketing approach.
Determine Your Dealership’s Target Market Today!
To ensure that your team is accessing the highest-quality, cleanest data and employing the right techniques to effectively identify your direct mail target market, it’s important to have a squad of experts by your side.
Luckily, the automotive marketing masters at Aspen Automotive are ready to help you boost sales and generate leads with a data-driven approach to your direct mail strategy. Get the conversation started by giving us a call or sending us an email today!
