In automotive marketing, direct mail is your friend. Great automotive direct mail campaigns can boost sales, increase traffic to dealerships or service centers, and help your enterprise stay afloat in tougher economic times. If you’ve ever wondered how to make great automotive direct mail campaigns, the friendly printing pros at Pel Hughes have compiled some helpful tips.
Automotive Direct Mail Tips & Tricks
Great direct mail is professionally designed, offers significant incentives to purchase, and makes it easy for customers to take the next step in doing business with your operation. Following are some helpful tips to make your automotive direct mail more effective.
Offer Incentives to Purchase
A direct mail campaign that just lets locals know you exist isn’t enough. If you want to edge above your competition and make a connection with a potential customer, offering a great incentive is the best avenue for spurning consumer action. Promotional offers, discounts, and coupons should be a noticeable feature of your campaign. We recommend using larger fonts and striking borders to attract attention to your coupon, discount, or promotional offer.
Take Advantage of Seasonal Needs
Changing seasons can bring many folks into an auto dealership or service center. Summer, for example, is a great time to advertise with direct mail. Many people plan extensive road trips and need their cars serviced or replaced with something more reliable. Wintertime brings challenges, too as people need new tires or brakes for harsh weather. Keeping your company’s messaging in tune with the seasons can go a long way in winning over new customers or encouraging repeat business.
Showcase Your Certifications and Endorsements
Building trust is key with effective direct mail campaigns. Highlighting your mechanics’ training and certifications can help consumers feel secure with your service center. Announcing results of safety ratings from trustworthy third-party organizations on specific makes and models of vehicles also builds consumer trust.
Send Targeted and Personalized Direct Mail
Personalization and targeted direct mail make for substantially more effective campaigns. We offer tools like VDP (variable data printing) so that your mailings are addressed to the individual receiving them. We also have access to consumer databases that make it easy to send mailers to the demographics most likely to do business with your service center or dealership. Let’s say you operate a dealership that works primarily with families needing dependable sedans and minivans. Using consumer databases can help you send mail to households with children in specific neighborhoods near your dealership. Automotive businesses serving niche consumers like classic car enthusiasts can benefit greatly from targeted, personalized direct mail.
Pel Hughes is a full-service printer based in New Orleans, Louisiana. We work with businesses and organizations in a diverse range of industries throughout the United States. Give our knowledgeable pros a call today at (504) 486-8646 to discuss your next automotive direct mail campaign.