Opening Day!
Ah, spring is in the air! It’s getting warmer outside here in Charlotte, and the showers are becoming more frequent. The drought may soon be over, and once again, a young man’s fancy turns to thoughts of …baseball?
No, it’s direct mail season again, and once more, Chooch is on the receiving end of some high profile pitches.
For those of you who may not remember, Chooch is my border collie! In order to identify telemarketers who call my home at the most inconvenient times, I have listed my home phone in Chooch’s name! There’s nothing better than getting a call from someone asking to speak to Chooch, and laying the phone on the floor for her!
Yesterday, Chooch got an invitation form a local auto dealer to come in for a test drive, and get a chance to win a “racing experience” at Lowe’s Motor Speedway here in Charlotte. So I called the dealership and asked to schedule a test “ride” for Chooch – after all, she has a dog license but not a driver’s license! I set one up for this weekend. I let you know what happens when Chooch goes in to claim her prize.
My point here is once again, who’s getting your mail? Cheap mailers are just that…cheap. The old saying “You get what you pay for” is especially true here. How many of these mailers, sent out on a list based on the Charlotte phone book, were sent to undeliverable addresses or people who could not participate for one reason or another. I have a friend of mine in New York who still has his home phone listed to his dad, who passed away ten years ago! And who doesn’t get a phone call for the person who last had your number…guess they’ve probably moved since the number was re-assigned! After all, how often do they update the phone book anyhow?
You need to ask where a lead provider is getting their lists from. Saturation mailers based on public information lists may be inexpensive, but all you end up with is a showroom full of people looking for their free gift or NASCAR ride, but not a buyer among them. How many of these “gift grabbers” does your sales force have to weed through to find a real customer? If you have to offer something for nothing in order to get customers into your showroom, you’re probably going to end up with lots of activity, but no sales!
Consider using a mailer that targets a specific audience for your dealership. If you are using an owners list, target specific competitive makes and models to sell across franchise lines and increase your market share. Look for specific interest groups that may have a need or desire for your vehicles, like a local PTA for family vehicles, or a local sporting group for SUV’s and pickups. And if you are considering using a credit mailer, find a provider who using lists created from credit files that make a bona fide offer of credit to the recipient. Consider a blind mailer that directs the recipient to an 800 call center, so you can sell across franchise lines and capture that additional market share.
