When building your automotive business and expanding your customer outreach, there are several approaches you can consider for your marketing campaign. With strategies like direct mail, social media, and email marketing, how are you supposed to pick the one that’s best suited for your automotive dealership? The good news is that you don’t have to choose. The best marketing strategies include all of the above.
At Aspen Automotive, our team of experts is experienced at integrating your auto marketing campaign to include a variety of strategies. To learn more about the tools and techniques for tying everything together into one solid strategy, check out our rundown of integrated marketing below.
HOW TO INTEGRATE YOUR CAMPAIGN
Marrying traditional marketing and technology is a great way to integrate your marketing strategy. By sending direct mail like postcards and dimensional mailers, you can give both leads and customers an easy opportunity to learn more, redeem offers, and move forward on their buyers’ journey. Some of the high-tech tools you can feature in your mailers include:
One easy way you can integrate traditional and digital marketing is by including a quick response (QR) code on your direct mailer. These personalized boxes allow customers to use their smartphone camera to scan the QR code and go straight to your site. There, you can provide them with more information about the advertisement you’ve sent out, give them a redeemable coupon, or increase audience engagement by asking them to provide their email.
What’s great about QR codes is that these can be utilized in both email marketing and social media campaigns, too. That allows you to reach your audience across multiple channels. All your recipients need to do is point their smartphone at your QR code, and it can take them to your offer in just a few seconds.
A personalized URL, or PURL, is a great tool for integrating your automotive direct marketing campaign. When received as either a direct mailer or as part of your email program, the recipient will be given a personalized link. Sometimes, this actually includes their name, which gives it an even more personal feel.
After clicking on this PURL, they’ll be redirected to a landing page or microsite. Just like the QR code, this page can include a personalized offer, information you’d like to pass along to the recipient, the recipient’s purchase history, or an invitation to sign up for a loyalty program. Whatever you’d like them to see, you can link your prospects to it with a PURL.
In addition to taking people to landing pages and microsites, the QR codes and PURLs on your mailers can be used to send prospects straight to your Facebook, Twitter, or Instagram page. Social media is a powerful marketing tool that’s perfect for keeping people connected to your business.
Even if you don’t use QR codes to link to them, feel free to put your Instagram, Twitter, or TikTok account information on your mailer, or ask them to follow your business on Facebook. Once they’ve done that, they’ll get to see your content and offers on a regular basis.
You can also build on social media marketing by including targeted ads. As the name implies, these strategically placed banners are designed to be seen by your targeted audience. They’re a perfect way to keep your business fresh in your audience’s minds when they’re scrolling their social media feeds or visiting websites that they frequent often.
Another way you can integrate your marketing strategy is by using an HTML email program. The best way to describe HTML emails is to compare the email to a webpage. Both have similar feels and include text, video, and other striking visuals enhanced with HTML coding.
Utilizing both a traditional direct mailer marketing strategy and an email program can help increase your return on investment (ROI) and expand your automotive dealership’s clientele.
DATA THAT DRIVES ROI
Of course, integrating all of these strategies into one thorough campaign is just the beginning. To keep your business growing for the long term, you’ll need to incorporate data from your previous campaigns into your next one.
That’s where Aspen Automotive has your back. We offer data-driven solutions that’ll help you see what works and what doesn’t, and we’ll make sure that your mail and email gets sent to the right people. Together, we’ll build buyer personas, monitor data, handle customer relationship management (CRM), and adjust your strategy as we analyze the results. Keeping accurate data is just as much of a necessity as a well-thought-out integrated strategy.
GET STARTED WITH YOUR AUTOMOTIVE DIRECT MARKETING CAMPAIGN TODAY
At Aspen Automotive, our team of marketing experts is excited to work with you to create an integrated marketing campaign that’ll boost your automotive company’s marketing results. To learn more about how we can help with integrating your auto marketing campaign, contact us. Give our team a call or send us an email to get started today!