Many common marketing strategies fall into one of two categories: push or pull marketing. If your dealership is considering a direct mail campaign, it can be helpful to understand whether direct mail is a push or pull marketing strategy. The direct mail experts at Epsilon Individual Automotive can help. We’ll discuss where direct mail falls on the push and pull marketing spectrum and share some of its benefits. Have more questions about direct mail? Contact us!
Direct Mail: A Push Marketing Strategy
Push marketing involves proactively presenting your products or services to consumers, often before they’ve expressed interest. The objective is to “push” information directly to the audience, encouraging immediate engagement or purchase. This approach is particularly effective for promotions, new product launches, or time-sensitive offers.
In the automotive industry, push marketing can manifest through tactics like direct mail campaigns, where dealerships send promotional materials, special offers, or new inventory announcements directly to potential customers. This strategy ensures that your message reaches the audience without waiting for them to seek out your services.
Direct mail is a push marketing strategy. Push marketing strategies are about pushing content in front of potential consumers. The goal is to move the customer toward your dealership and provide them with information. Push marketing is often used to generate profits, increase awareness, and reach short-term goals.
Why Use Push Marketing Strategies?
Direct Mail Has a High Response Rate. You can combine push and pull marketing strategies; however, push marketing is also quite effective on its own. It all depends on what your goals are for your next marketing campaign. Push marketing is also great specifically for niche markets, like automotive. While automotive sales are a large part of American consumerism, it often only happens at select places: dealerships. Repairs and maintenance are only done at service centers. Automotive advertising is specific and fills a particular need for consumers.
As we mentioned, push marketing puts information in front of a potential customer. This information could be a promotion, like an oil change service special, or a flyer advertising your newest inventory of SUVs. Your goal may be to increase the number of oil changes your service center performs or increase the sales of your SUVs. Either way, your customers are getting information they can then act on.
Benefits of Direct Mail as a Push Marketing Strategy
Direct mail has many benefits as a push marketing strategy, including that most Americans like receiving mail! In fact, 41% of all Americans look forward to checking their mailboxes daily.* You’re placing your advertisement directly in the hands of Americans who like receiving mail and will take the time to look through it. Mail also sticks around a household for about 17 days.* This gives your potential customer several opportunities to reread your direct mail advertisement and decide to act on it. If there are other adults in the house, it allows them to read and act on your direct mail as well. Direct mail can also be personalized to create a better connection with a lead.
Epsilon Individual Automotive has a collection of databases that provide demographic, vehicle, and credit score data, which can be used to personalize your advertisement. Focus on what that customer is looking for, and you’re more likely to generate a sale.
What is Pull Marketing?
Conversely, pull marketing focuses on attracting customers to seek out your products or services voluntarily. This strategy aims to create demand by enhancing brand visibility and appeal, encouraging consumers to “pull” the product towards themselves.
In the context of automotive marketing, pull strategies might include content marketing, search engine optimization (SEO), and social media engagement. For instance, creating informative blog posts or sharing engaging content on social media platforms can draw potential customers to your dealership’s website, where they can learn more about your offerings.
Our Interactive Marketing Services
Our interactive direct mail services combine traditional mail with digital elements to captivate your audience and provide personalized experiences. Imagine sending your customers mailers that feature personalized URLs, QR codes, and microsites, each crafted to lead recipients to customized landing pages with content tailored to their unique interests and needs. These strategies captivate customers and enhances the likelihood of them choosing your dealership for their automotive needs:
Personalized Content
By including links to microsites on your direct mailers, we provide consumers with customized landing pages featuring information pertinent to each individual. For instance, interactive microsites can offer product recommendations based on previous purchases, new specials, and more.
Enhanced Brand Awareness
Successful marketing hinges on reputation. By integrating interactive programs into your campaign, we establish your dealership as an innovator and thought leader. The memorability of tools like PURLs and QR codes ensures clients think of your brand when it’s time to find a new car.
Improved Analytics
One of the main benefits of interactive programs is better data. With these online platforms, your team is alerted once a recipient logs into their personalized microsite or interacts with your website. The information they input can be used to further target certain audiences, creating a more tailored and enjoyable experience.
In-House Production Studio
To ensure efficiency and quality, we boast one of the largest in-house production facilities in the industry. Our dedicated team of marketing experts collaborates with you to craft a successful direct mail strategy, from conceptualization and design to production and delivery. With our in-house capabilities, we can create and dispatch your mailers to intended recipients in as little as 72 hours, ensuring timely and effective communication with your audience.
Data-Driven Targeting
Leveraging our extensive automotive data solutions, we analyze demographic and behavioral data to target your dealership’s most promising prospects. This precision targeting enhances the effectiveness of your campaigns and maximizes return on investment.
Start on Push and Pull Marketing Strategies Today
Incorporating both push and pull marketing strategies is crucial for a well-rounded and effective marketing plan. Direct mail serves as a powerful push marketing tool, delivering your message directly into the hands of potential customers. At Epsilon Individual Automotive, we are committed to helping your dealership thrive through tailored marketing solutions that drive results.
Ready to get started? Contact us today to discover how our innovative strategies can propel your dealership to new heights.
* https://www.smallbizgenius.net/by-the-numbers/direct-mail-statistics/#gref
