Auto Dealers, Get Serious About Your Marketing!
However, we all know that business really can’t survive without it. We also need to understand that it doesn’t always work. Especially within today’s highly competitive and unpredictable economy, marketing seems like any investment, risky, and without any guarantee of a return on the investment made.
More than a handful of dealerships and like kind sales and service businesses have taken that risk with very limited to no payoff, and of those, a distressing number have a real hard time recovering from it. But there is some good news! Use and Manage what you know works and can measure, like that of one of my favorite forms of marketing which is, direct mail!
Here are 13 Steps for optimizing your efforts:
START WITH THE BASICS AND STICK TO THEM
1. Identify your market.
Where will you be sending your pieces and why? The narrower your target audience, the more effective your marketing campaign will be because your message and USP (unique service proposition) offer will resonate more clearly.
2. Focus your message on benefits.
Ensure that your offer includes the benefits most valuable to the consumer rather than the features of your product or service. Most consumers value cost, peace of mind, convenience and quality.
For example: As a dealership service organization, focus on customer expectations like:
- “No Appointment Necessary!”
- “Truly Outstanding Customer Service!”
- “Complimentary Loaner Vehicles!”
- “Waiter Services Done Under one hour or it’s On US!”
- “Service Specials”
- “VIP Service Club Pricing”
Consider using customer expectation quotes more strongly than the number of years you have been in business. If you are a dealership located in a busy city area, make sure the consumer knows about your convenient parking lot or valet service.
3. Create an easy and direct call to action like:
- What do you want the customer to do?
- Call you?
- Schedule an appointment?
- Come right in?
Be clear, direct and frequent in your copy and consider creating a sense of urgency or scarcity by letting them know that supplies or space are limited.
4. Designing the Direct Marketing piece.
Make sure that you do not spend unnecessary time and money on your piece, only to find out that you could have saved on postage expense based on certain design specifications.
5. Testing the offer, sub-lists and tracking codes.
Experiment with different offers by targeting different small portions of your list. When you test the offer it helps to be able to track your results.
6. Create an operation code on your test offer that can be read back to you by customers.
For instance, insert the service, date and a specific list numbers within the code so that you can easily trace it. When one service or group performs well, send that offer to the remainder of the list.
MAXIMIZE YOUR IMPACT
7. Direct mail cannot stand alone:
Dealerships and businesses that see the highest response rate from their direct mail campaigns are those that integrate it with other marketing efforts. Also, one single mailing does not make a campaign. Be prepared to send out a series of mailings to create a better response rate; consistency is key.
8. Refine and update your list:
As you receive feedback and new responses, make sure you keep those records current. Having your service and sales team connect with existing customers and clients on a regular basis aids in keeping your internal list accurate. If you maintain a dealership and retail storefront, get in the habit of verifying customer contact information when they visit. (Training Is Available)
9. Repurpose:
When appropriate use your same mailers for local events, sales kits, handouts, etc. so that you can take advantage of high volume printing discounts. Consider mailing to your vendors as well as your prospects.
10. Make it personal:
Personalize your messages as much as possible. Do not limit this to just the envelope or introduction; insert the consumer’s name as often as is reasonable. Also, pictures (you, your staff, your dealerships, etc.) help to make a personal connection with your consumers.
11. No Lip Service Testimonials:
When they sound authentic and are tied directly to your key benefits, testimonials are a great way of social-proofing your expertise. Including tangible success stories helps to quantify the consumer’s return on investment. Testimonials with a picture of the customers are most effective.
12. Connect in every piece:
Always include your response cards and coupons in each mailing, so you can continue to add those responses to your internal lists.
13. Follow up, Follow up again and then follow up some more:
Sticking with only a passive means of communication with your consumer limits your response rate. Whenever possible, follow up with both initial responders and non-responders. Telemarketing is also a quick, engaging and effective way to assess responses if you have the means to do it properly.
It provides you the opportunity to improve and hone in on its effectiveness through your design, your USP message, your offers and your targeting. Even if you just refine your campaigns with a few of these tips with each mailing, you will see measurable results.
Dealerships and like kind service sales businesses that are not customer centrically obsessed are a dying breed. In a world where customers drive choice more than any other time in history, only dealerships and brands of businesses that deliver a powerful, holistic experience can rise above their competition. Understanding who your customers are, how they interact with your dealerships and brands, and how satisfactory those interactions are across all marketing channels are now integral imperatives of every dealership, organization and business. Therefore, possessing the capabilities to achieve these goals is vital! Get SMART!
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