What Is Seasonal Direct Mail?
Before we can get into the benefits of using seasonal direct mail in your marketing strategy, we first need to talk about the specifics of this type of marketing.
As the name suggests, seasonal marketing is when you adjust your marketing strategy to incorporate a national, global, or social media holiday. It includes looking months ahead when planning your strategy and choosing specific services or features you want to highlight that work with the holiday.
Reasons to Choose Seasonal Direct Mail
Why incorporate seasonal direct mail into your campaign? There are many reasons to do so. Let’s take a look at a few reasons you should incorporate seasonal direct mail into your marketing strategy!
1). Short-Term Promotions = Long-Term Customers
Put simply, seasonal and holiday sales provide strangers and current customers alike with a reason to visit your dealership time after time.
Not only do these seasonal offers usually serve up special pricing on your products, which encourages drivers to stop by during the promotion, but they also keep you in the minds of your targeted audience.
By running special holiday programs, first-time visitors are more likely to keep an eye on your dealership for future sales. Over time, you’ll delight those customers and turn them into returning clients.
2). Higher Spending Rates
According to the National Retail Federation, holiday seasons can account for nearly 29 percent of business’ annual sales.1
Due to the fact that consumers are already spending more to purchase gifts, the odds of your audience opting for a vehicle purchase during this time are greater, especially if their favorite model comes with a special promotion in honor of the season.
As a result of the attention-grabbing seasonal promotions you advertise around the holidays, you’ll wind up raking in more sales, thereby increasing business for your dealership as a whole.
3). Lead Generation
When you present your targeted audience with a way to participate in a holiday giveaway or promotion, you stand the chance of increasing your reach throughout your community. That’s why seasonal and holiday promotions are one of the most effective ways in gaining business for your dealership.
For example, if you require all participants to include their contact information to take part in your annual holiday promotion, you’ll be able to store that information and send those customers advertisements for other specials that may interest them.
Thanks to the customer data your team gathered from your seasonal and holiday promotions, you’ll drive more traffic into your dealership’s showroom and increase the chances of converting leads into lifelong customers.
Plus, the coupon codes and details included on your holiday programs can easily be tracked and give your marketing professionals further insight into how your promotion performed. That way, you can determine what worked and what needs to be improved to give your dealership a solid return on investment.
How to Determine Which Season Is Best for You
Deciding which holiday(s) you’ll incorporate into your marketing plan will differ depending on your targeted audience and website’s traffic. You’ll want to look at the past 12 months of traffic and sales to see the month with the highest engagement.
Once you see which month(s) performed best, go back and see how your dealership performed around particular holidays. From there, you can better determine which holidays will perform better right away.
Holidays to Consider:
- New Year’s Day
- Chinese New Year
- Valentine’s Day
- Patrick’s Day
- Memorial Day
- Fourth of July
- Labor Day
With so many major holidays in a year, there’s plenty of room to play around and see which holiday is most successful for your dealership.
How to Set Up a Seasonal Direct Mail Campaign
Ready to add a seasonal mail campaign to your marketing strategy? Check out these quick tips on how you can set yourself up for success from the start:
- Determine Your Goals: Like with any marketing strategy, you first need to decide why you’re adding it to the plan. Do you want to push new-model sales or encourage customers to buy a service gift card? Before anything else, determine your goal.
- Plan Early: The last thing you want is to find yourself scrambling at the last minute to get a seasonal promotion up and running. To ensure you have plenty of time to get your mailer looking exactly how you want, experts recommend planning for your seasonal campaign three to six months in advance.
- Consider Your Target Audience: There’s a chance that you’re marketing to a specific group of people. You always want to keep this in mind to make sure you’re never enforcing stereotypes. A good rule of thumb is to delight the recipient with your seasonal mailer, never offend.
With these tips in hand, you’re ready to start your seasonal campaign. Of course, if you need any help with your campaign, the marketing experts at Aspen Automotive are here to help!