Direct Mail for the Automotive Industry and Car Dealers

There is a great need for advertising in the automotive industry. In the US, car sales generated a lot of revenue and the auto industry was a boom industry until recently, when it was hit by the economic slowdown and rising oil prices. Different automakers vied for dwindling market share as the tremendous purchasing power associated with the consumer market dwindled after the economic meltdown. This setback increased the importance that advertising traditionally had in this business field.

Distributors on average spend large sums annually on advertising, a tenth of which went to direct mail marketing. Direct mail marketing is an important marketing strategy adopted by car dealerships seeking to retain existing customers by offering them regularly revised rates and discounted prices on replacement parts, as well as first choice when buying new models that they arrive. They also seek to win new customers through eye-catching advertising that is personalized enough to generate interest.

The good thing about cars is that people like to look at them and see pictures of them. If the car is beautiful, more often than not you will find people looking at it and viewing your pictures in an automotive magazine with great interest. Including cosmetic images of new car models that are available for sale in the dealership’s showroom in direct mailings could result in more traffic generation to the showroom. Those who are really interested can pay a visit to see the new models, drawn in by the bright images that were printed in the catalogues. It is advisable to include the highest market prices for cars. Including the prices that a particular dealer is willing to offer a customer to highlight the economic advantages of doing business with them is a great idea to drive sales.

Direct mailings can also include descriptions and images of older model genuine parts that might be useful to existing customers. Personalization of these direct mailers to existing customers would result in building brand loyalty and attracting them to visit the dealer or refer a friend.

Important factors to consider when looking to market a dealership is choosing the right type of mailing list provider. The dealer may already have a list of existing customers they’d like to target. In addition to this, a list of people who might be interested in buying a car should be made and should be targeted through direct mail marketing.

Since these potential new customers don’t know about the dealership and its merits, it would be a good idea for the dealerships to introduce themselves and personalize the whole thing. Direct mail could be an invitation along with catalogs and brochures. Catalogs would contain competitive prices and images, while new model brochures would contain glossy images that look attractive, as well as a detailed description of the features of the available models.

Leave a Reply

Your email address will not be published. Required fields are marked *