It’s no secret that running a successful dealership requires the assistance of, essentially, a small village of hardworking team members.
However, with the advancements made in the world of automotive marketing and customer data, it pays to partner with experts who are familiar with running revenue-boosting auto direct marketing campaigns day in and day out.
By choosing to pair your dealership’s advertising efforts with the expertise of Aspen Automotive, you’ll reach your targeted audience at the right time, in the right place, and with the right message. Keep reading to find out why automotive direct marketing companies create campaigns with results!
1.) TAKE THE GUESSWORK OUT OF AUTOMOTIVE DIRECT MARKETING
Wouldn’t it be nice to have a team of automotive direct marketing professionals guiding you through each of your dealership’s advertising strategies? That just happens to be one of the many benefits of auto advertising agencies.
Instead of putting the extra groundwork on your in-house team, the marketing gurus at a marketing company can take those responsibilities into their own hands, which allows your staff to focus on closing sales and creating revenue.
After your direct marketing partner has had a chance to learn more about your dealership’s goals and brand, they’ll use industry insights and insider experience to craft specialized advertising strategies that help you reach your objectives. Ultimately, automotive direct marketing agencies help you achieve those growth goals more quickly.
2). DATA-DRIVEN AUDIENCE TARGETING
Like we mentioned above, modern advancements in advertising have brought on an entirely new wave of technology that allows us to learn more about your ideal customers without even speaking to them.
That’s why working with an automotive direct marketing company is a wise decision for any automotive retailer. Thanks to the data-mining capabilities of advertising agencies, you can focus your campaigns on the individuals in your community who are most likely to buy from you.
Some of the ways the marketing masters at a direct advertising company may filter your audience are as follows:
- Zip code
- Household Income
- Marital status
- Gender and more
Plus, new data innovations allow you to track your consumers based on their purchasing habits and favorite activities. That way, it’ll be even easier for your dealership to create automotive direct marketing campaigns that they connect with on a personal level.
3.) PERSONALIZED MARKETING FOR IMPROVED RESPONSE
Once your automotive direct marketing agency has spent some time evaluating the data gathered on your targeted audience, they can build a strategy that speaks directly to your ideal customer’s wants and needs.
Known as personalization, this marketing tactic adds relevant information to your dealership’s campaigns to both grab the attention of your customers and create a more immersive shopping experience for every buyer.
For instance, your upcoming trade-in offer could feature a picture of the exact vehicle that your consumer currently owns, the estimated value of that car, and a photo of a new model that’s just landed in your showroom.
Not only does this help your customers envision themselves inside a brand-new car, but it also shows them that your team is willing to provide them with useful information about their current ride.
All in all, the data that’s gathered by your direct marketing agency’s team infuses your advertising strategies with details that boost customer response rates.
4.) AFTERMARKET AUTOMOTIVE CAMPAIGNS
Repeat customers are often the key to dealership success. Luckily, teaming up with an automotive direct marketing company can equip you with the aftermarket campaign efforts required to turn one-time buyers into lifelong consumers of your brand.
So, after your buyers drive away inside their new vehicle, you’ll already have a campaign in place that encourages them to return to your dealership’s service facility for routine maintenance, occasional repairs, and more by offering customer-only coupons and special rebates of certain services.
As a result of these perfectly timed campaigns, you’ll build a solid base of repeat consumers that help you establish a foundation of revenue year over year.
EXAMPLES OF DIRECT MARKETING CAMPAIGNS WITH RESULTS
Now that you have a better idea of why these campaigns are created, let’s take a look at how your dealership can use these methods to create a marketing campaign with major ROIs (returns on investment). Running a direct mail marketing campaign is a fast and easy way to see success in your campaign.
Direct mail is any unsolicited advertisement sent to a household. This can be sent to every house within 10 miles of your dealership, or it can be specified to target a married woman with a credit score between 700–740 that lives within five miles of your dealership. The flexibility of direct mail is what makes it so great.
Using the updated data information previously talked about, you can rest assured that your direct mail will be sent to the people who will make your campaign the most successful.
Another reason direct mail marketing leads to a successful marketing campaign is because of its creative flexibility. When you partner with marketing experts, you likely will also have access to industry-leading graphic designers who can turn your spring sales event or trade-in program into an eye-catching design.
Direct mail also allows you to get creative on the delivery of your mailer. You can choose a traditional letter or postcard format, or you can get more creative with your mailer by using a catalogue or a 3D mailer. By thinking outside the box, you’ll likely see even higher response rates.
In fact, according to the United States Postal Service, a postcard receives a 3.99 response rate, but a 3D mailer gets an impressive 5.72 percent response rate.1
Why Direct Marketing Works for Dealerships
Now that you understand why choosing a direct marketing company to guide your dealership’s automotive marketing efforts is a solid choice, it’s time to think about why direct marketing still works. Well, we’re here to provide you with a rundown on the key advantages of opting for automotive direct marketing. Let’s check them out!
Clear, Concise Messaging: First and foremost, direct marketing puts your products directly in front of your ideal customers. Rather than opting for an opaque marketing method, direct advertising leaves little question as to what your dealership is selling and what your targeted audience needs to do to purchase that product. The clear, concise messaging associated with direct marketing makes it easier for a wide range of audiences to digest and fully understand how to engage with your business.
Reaching New Customers: Sometimes, the best way to reach new customers who are ready to buy a car is by providing them with a clear, direct advertisement that encourages them to make a purchase. That’s exactly what direct marketing does. Based on consumer data that your team has gathered, you can put together a list of leads who are intending to buy a vehicle. From there, you’ll know that a clear call-to-action that’s tailored to their specific needs will likely result in a higher response rate for your campaign.
Enhanced Audience Targeting: As we mentioned above, consumer data serves up valuable insights into your audience’s behaviors, shopping habits, recent purchases, and more. To truly harness the power of automotive advertising data, however, it’s important to personalize your advertisements based on these insights. Fortunately, direct marketing is the perfect vehicle for audience targeting. Thanks to the clear messaging and easy-to-digest formats of automotive direct marketing, you’ll not only get more eyes on your ads, but you’ll also receive a better response based on the added personalization.
Quick Turnaround Time: Not only is direct marketing itself typically much less time-consuming to produce than digital marketing alternatives, but direct marketing companies offer larger scale printing capabilities. Due to this advantage, your automotive direct mailers can be completed and sent to your customers in a much shorter timeframe than if you were to handle the printing and mailing process yourself. To put this into perspective, printing systems like the one at Aspen Automotive can design, print, and deliver your dealership’s direct mailers to the post office within 72 hours. That means you can make last-minute discoveries about your audience, design a campaign around those discoveries, and have your ads in their mailboxes as soon as possible.
Want to learn more about our in-house production facility? Check out our guide!
WHICH AUTOMOTIVE DIRECT MARKETING COMPANY IS BEST FOR MY DEALERSHIP?
Now that you know a little bit more about the many benefits of opting to work with an automotive direct marketing company, it’s time for you to choose the one that’s the best match for your business.
Well, if you’re looking for a team of automotive direct marketing professionals and data leaders, search no further than Aspen Automotive.
With over thirty years of experience with direct marketing of every kind, we’ve established a time-tested approach to advertising that pushes more traffic through your showroom doors. Get the conversation started by giving us a call or sending us an email today!