There is a huge need for advertising in the automotive industry. In the US, the automotive sales generated a lot of income and automotive industry was a booming industry until recently when it was hit by the economic slowdown and rise in oil prices. Different car makers vied for market share that diminished as the tremendous purchasing power associated with the consumer market declined after the economic debacle. This set back increased the importance that advertising traditionally held in this business field.
Dealers on an average spent huge sums annually on advertisements, a tenth of which went into direct mail marketing. Direct mail marketing is an important marketing strategy adopted by auto dealers who look to retain existing customers by periodically offering them revised rates and discounted prices on spare parts as well as first choice on buying new models that arrive. They also seek to gain new customers by flashy advertising which is personalized enough to generate interest.
The good thing about cars is that people like looking at them and at pictures of them. If the car is beautiful, more often than not, you would find people staring at it and viewing its pictures in an automotive magazine with great interest. Including aesthetic pictures of new models of cars that are available for sale at the dealer's showroom in the direct mails that are sent out, could result in increase traffic generation to the showroom. Those who are genuinely interested might pay a visit to take a look at the new models, lured in by the glossy pictures that were printed on the catalogues. It is wise to include the highest market prices for the cars. Including the prices that a particular dealership is ready to offer to a customer in order to highlight the economic advantages of doing business with them, is a great idea for boosting sales.
Direct mails can also include description and pictures of genuine spare parts of older models that might be useful to existing customers. Personalizing these direct mails that are sent to existing customers would result in awakening their brand loyalty and in enticing them to pay a visit to the dealer or recommending them to a friend.
The important factors to be considered while looking to market a dealership is to choose the right kind of mail list vendor. The dealer might already have a list of existing customers whom he would want to target. In addition to this, a list of individuals who might be interested in buying a car and who need to be targeted through direct mail marketing has to be made.
Since these new prospective customers are not aware of the dealership and its merits, it would be a good idea for the dealers to introduce themselves and personalize the whole thing. The direct mail could be an invite coupled with catalogues and brochures. The catalogues would contain competitive prices and pictures, while the brochures for new models would contain glossy pictures that look inviting as well as detailed feature description of the models that are available.
|
|
