Jan 17, 2018
I don’t think a week goes by without a car dealer asking me the question: “Should I consider direct mail and car flyers to generate more leads and sales for my dealership?” And the answer, like with most media, is yes and no.
Yes, if you’re going to have the right expectations and create a mail piece that’s going to play a role in a chain reaction leading to sales. No, if you’re expecting the mail piece to do all the work.
The #1 mistake I see car dealers do with direct mail automotive campaigns is trying to place too much pressure on the design of the flyer. They want the mail piece to convince the reader it’s the right time to buy, convince the reader of the make they represent, the models they sell, the current incentives from the manufacturer, the reputation of the dealership, and attract people with good credit, who will pay full price and won’t want too much for their trade. Do you recognize yourself in this description?
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