Crafting a Successful Direct Mail Campaign
With a well-rounded understanding of the difference between branding and marketing, irresistible offers, and direct mail campaign tracking methods, any business can craft a successful marketing campaign. We will create a sample marketing campaign to show the benefits and ease of creation for even small business owners.
Branding or Marketing
Quality-Auto Used Cars is gearing up for an end of summer marketing campaign. They are purchasing many used vehicles and know they need to sell 200 vehicles during their upcoming weekend event. Jeff, the marketing specialist for the dealership, determines they need a marketing campaign due to their expectations of trackable results, not simply brand recognition for the dealership. With the understanding that getting people onto the car lot will require incentives, the dealership staff begins to brainstorm ideas.
Crafting an Irresistible Offer
A successful marketing campaign will have a strong core offering that attracts the ideal customer. The dealership staff discuss core offerings for some time and ultimately decide every attendee will receive a hot dog and soda during the “End of Summer Blowout BBQ”. All test drivers who purchase a vehicle will receive a $100 gas card, and 3 lucky winners will receive a BBQ smoker.
Implementing a Tracking Method
Quality-Auto Used Cars decides they will design the direct mail campaign postcard as cut-out tickets which can be used as food vouchers, and raffle prize entry tickets. This allows the dealership to track the turnout based on the amount of direct mail marketing postcards. The dealership will ask customers where they heard of the event during the sale process to ensure all vehicle sales resulting from the direct mail campaign are given due credit.
Contacting a Direct Mail Marketing Company
Jeff, the dealerships marketing specialist contacts Tony from One Stop Mail to get help with the direct mail marketing campaign. Tony suggests using One Stop Mail’s graphic design services to create a captivating illustration for the direct mail postcards. Once Jeff approves the final design, One Stop Mail uses Every Door Direct Mail, a USPS service, to deliver the postcard to all homes within a 5-mile radius of the dealership. One Stop Mail handles the difficult work and ensures the postcards are printed, sorted, and delivered at the local post office to be mailed by USPS.
Analyzing the Campaign
Now that the team at Quality-Auto Used cars completes their weekend long sale event, they can analyze the campaign see the benefit of direct mail marketing. Iterations are important in all forms of marketing. As a result, the dealership staff determines they want to run a second mail marketing campaign using variable data printing, to ensure all prospects who did not purchase a car, will receive a voucher for a free oil change and tire rotation with purchase of a vehicle. This remarketing allows the dealership to capture a greater percentage of consumers who showed an initial interest in a vehicle and attended the sale event, With variable data printing, the dealership was able to customize each letter sent, using the name of each person who test-drove a vehicle to add a personalized touch and increase the response rate.