Yesterday, I asked where you stood on Direct Mail.

They say love is blind so I may as well admit it:  Direct Mail was my first real taste of automotive merchandising as an advertising professional. A decade ago there were just as many dealers who said mail doesn’t work as are out there today. The fact, however, is that Direct Mail is proving to be incredibly effective because you can utilize registrations of conquest customers and steal share!

Ten years ago many of my dealers dropped a mail piece about once a quarter to juice up the traffic for a weekend. Today, there are dealers dropping mail 10 times a year or more to juice up their volume year over year.

Just as the military unleashes smart bombs with pinpoint accuracy, you have the same ability to target, entice and bring potential customers into your dealership. They will not only be expecting a deal, but will have their desirable trade vehicle with them.