To stay ahead of the game in the marketing world, it’s essential to continually bring in new customers and generate interest in your dealership no matter how successful you may be.
Fortunately, incorporating direct mail into your automotive marketing campaign is a great way to consistently increase your customer base and add some fresh, new faces into the mix.
However, before you begin designing your first direct mail strategy, it’s important to know some of the best tips on how to increase automotive lead generation with direct mail. Well, all you have to do is take a look at this how-to guide created by the marketing experts at Aspen Automotive.
By using these tricks in your direct mail campaign, you’ll finally reach your targeted customers and convert them into buyers.
Rekindling Relationships with Previous Customers
One of the best ways to increase automotive lead generation is by turning your attention to those one-time, lapsed customers.
Due to the fact that they’ve already purchased from your dealership, your team automatically has a way to reopen the line of communication, which means that you’re halfway to your end goal.
Now, you just need to determine why these prospects stopped shopping with you. Sometimes, the reasoning is a simple matter of timing. If the customer previously purchased a car from your showroom, they may feel that there’s nothing else that you can offer them.
This is the point at which it’s essential to provide these consumers with more information about your service center, parts departments, and more. That way, your lapsed customers will be fully aware of the other services at your business.
Tip: Getting your one-time buyers more engaged with your dealership and more familiar with all that you have to offer is as simple as sending them a service coupon or special event invitation. As a result, they’ll be more likely to visit your showroom when it’s time for some automotive maintenance.
Harness the Power of Data
Wouldn’t it be nice if you could read your customers’ minds? With the advent of consumer data, you can understand more about your buyers than ever before.
No matter if you’re looking to increase automotive lead generation by targeting prospects of a certain age group, gender, or household income, data is capable of serving up that information.
Tip: To make the most of the data your dealership harvests on your consumer base, consider designing a direct mail campaign that’s personalized to each customer’s particular needs and lifestyles.
For instance, providing them with a personalized URL (PURL) allows them to access information about their service visits and their vehicle in one place. Thanks to this user-friendly and highly customized marketing tool, those one-time buyers are more likely to return to your showroom.
Build a Loyalty Program
These days, customers shop at businesses that supply them with rewards. That’s why creating a loyalty program is a central component of any direct mail strategy or marketing campaign.
Not only do loyalty rewards help you keep your current customers, but they also draw interest from prospective buyers who are looking for a new dealership. Plus, you can help more people learn about your loyalty program by sending them information about it in the form of direct mail.
Tip: To maximize lead generation with your dealership’s loyalty program, offer referral rewards. If one of your regular buyers suggests your business to a friend or family member, and that referral results in a purchase, they’ll be eligible to receive some type of benefit.
With this approach, you’re delighting your consumers with purchasing perks while also spreading the word about your dealership. It’s a win-win!
Generate Leads with Direct Mail!
So, there you have it: our tips on how to increase automotive lead generation with direct mail strategy marketing.
Now, all you have to do is work with the marketing professionals at Aspen Automotive to create a data-driven, personalized direct mail campaign that drives more consumer traffic through your showroom doors. To get started, feel free to give us a call or send us an email today!