Dealers, start your engines! Spring is here and so is the prime season for sales events, bringing prospective buyers into your dealership.

Whether you’re planning an on- or off-site event in the coming months, direct mail will likely play a critical role in your promotional plan. The three most important considerations when producing direct mail are:

·         Your offer: Scrutinize what you’re offering to consumers, keeping in mind what your competitors in your market are doing and what time of year it is. For example, look at the timing of other dealerships events and try to avoid conflicts. Also, take advantage of extra cash that consumers may have from tax refunds. Consider testing different offers. For example, a percentage discount or a premium, like floor mats or event tickets.

·         The creative approach and/or hook: This factor can be challenging because it’s subjective. What you think is creative and interesting may be ho-hum to your customers. Again, be aware of what your competitors are doing- take the time to get to know your customers and their tastes. You can certainly conduct a formal focus group to gain feedback from your target audience, but an easier method may simply involve sharing your ideas about copy and graphics with people you know fit your target demographic.

·         List quality: Last, but certainly not least, is who is on the receiving end of your direct mail offer. AutoListsUSA, for example, recommends the following:

o    Accuracy:Is your list clean?

o    Freshness:How current is your list?

o    Price:The most expensive list isn’t necessarily the best.

When it comes time to developing your direct mail piece, make sure you include the information your customers will need to respond to and, hopefully, to purchase:

·         Event dates: If the offer and event are only happening for a certain period of time, spell out the start and end dates clearly. Nothing is worse than a customer who wants to participate in the event, but is unable to do so because of a technicality.

·         Location of event: Again, if the event is taking place at a location other than your dealership, or if consumers are not familiar with your location, spell it out. Include a map, if necessary.

·         Qualification: If customers need pre-qualification to participate in the event (i.e., own 2000 or later models to participate in a special trade-in event), let them know up-front before they commit their time and energy.

·         Offer specifics: Make the offer crystal clear. If customers feel like they’ve experienced bait-and-switch tactics, they’re likely to leave quickly, and tell their friends and colleagues about the unpleasant experience.

Keep these thoughts in mind when you’re planning your spring sales events, and chances are you’ll see vehicles leaving your lot in droves!

To find out more about AutoListsUSAs direct marketing information or database processing services, please contact John Schendt at 888-608-2875, This e-mail address is being protected from spambots. You need JavaScript enabled to view it or visit www.AutoListsUSA.com.

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