“Why would I go through the effort to send out my own direct mail campaign when my manufacturer can produce their mailer and slap our name on it?” This is the sort of question that we often receive from dealerships across the United States. Whether the dealership sells imports, domestics or high-end luxury vehicles, there will always be those who need a reminder of why it is so important to hit prospects with a targeted message coming from their store.

The Priorities of the Dealership May Not Always Line Up With the Priorities of the Manufacturer…

The primary goal of a marketing campaign at the OEM level is to raise brand awareness and boost the overall sales of their product (shocking, isn’t it). Individual dealerships know that achieving their goals may look much different for them. A Chevy dealer is not only competing with the Ford, Nissan and Toyota dealer down the street, they are also fighting it out with the Chevy dealers in the surrounding cities. The pre-owned, new car, finance and service departments all have their own quotas to meet and the “one-size-fits-all” direct mail piece from the manufacturer may not be the best approach to help meet those goals.

When The Cookie-Cutter Solution Isn’t Cutting It…

Executing a direct mail campaign at the dealership level is an extremely effective way to set that dealer apart from its competition. Advertising at the OEM level tends to put sole focus on national/regional vehicle incentives, with little else of benefit to the dealer. An ideal direct mail piece at the dealership level will stay within OEM co-op guidelines but will be more focused on engaging a direct response to that particular store. The individual dealer campaign will have an aggressive call-to-action designed to immediately generate leads as opposed to only reinforcing the manufacturer’s brand and product.

Getting Personal…

A proven strategy used in dealership direct marketing is to communicate with prospects on a personal level. The D-Core (Dealer Correspondence) program is a perfect example of how dealers can help develop one-to-one relationships with potential customers in their market.

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If you would like to learn more about the benefits of Individual Dealership direct mail, please visit www.acceleratedmktg.com.