Archive for the ‘Title List’ Category

February Temperatures Heat Up As Auto Dealers Capitalize on Toyota’s Woes

February 4, 2010

As a direct marketing professional, I keep track of the causes behind the peaks and valleys of the automotive industry. For example, since my livelihood depends on the advertising dollars dealers spend on a monthly basis, I generally “feel” the impact in a personal and unique way. When the economy began to spiral downward, I noticed a sharp decrease in my orders for credit-related mailers. Dealers complained that their lenders were turning down many of the sub-prime loan applications they normally would approve, and because of that they were not able to justify paying me to send credit offers to bankruptcy lists, low credit score lists, etc. Well, in a similar way, I “feel” it when things turn the other way too!

Most recently, in light of the national negative publicity Toyota has received, many auto dealers (non-Toyota) have seized on their opportunity to capitalize and are winning as their gamble is paying high dividends. Here’s what’s going on:

Non-Toyota dealers are ordering all of the Toyota owners in their market from our Title List. They are sending them buyback letters and other offers, and local Toyota owners are flocking in to trade out of their Toyotas because they no longer want to drive them! In fact, just yesterday (2/3/10) Transportation Secretary Ray LaHood uttered the non nationally-broadcasted statement that received the highest level of media blitz:

At a congressional hearing, LaHood said his advice to an owner of a recalled Toyota would be to “stop driving it. Take it to a Toyota dealer because they believe they have a fix for it.” His comments prompted new questions and rattled Toyota stockholders, causing shares to plunge 8 percent before they recovered, declining 6 percent for the day.

Then, just this morning (2/4/10), a suspected problem with the brakes on the Toyota Prius (not included in original recall) has led to a national recall too! My intention is not to kick a man when he’s down, but do you realize the potential this brings to ANY non-Toyota store?

If you are intelligent enough to put two and two together, then let’s get rollin’ and put together a serious mailer and send it to all the Toyota owners in your market. You may not ever have another chance at this type of business again. It’s literally a plug-n-play market right now – mail them your offer and they’ll come in and buy. It doesn’t get any simpler!

Use our contact form, call, or email me at jgreenleaf@hillmarketing.com

And please, non-Toyota franchised dealers only. Thanks.

“Cash for Clunkers” Automotive Direct Mail Program

June 19, 2009

Attention Dealers and Car Buyers, in the Reuters article “Cash for Clunkers: What You Need to Know,” the program is a $1 billion program will provide a voucher of up to $4,500 (effectively just knocking that much off the price tag — dealers will get electronic payments from the feds) to help offset the cost of new car purchases or leases over the next five months.

Hill Marketing has a full suite of Automotive Direct mail solutions customized to get “Cash For Clunkers” qualified buyers into your store.

If you want to take part in the most exciting auto selling event in over a year then call today or email John Greenleaf at john@hillmarketing.com


FOUR MAJOR SUMMER SALES TOOLS

August 4, 2008

With Factory leasing no longer being an option for many dealers, a peek into the old marketing trick bag could be well worth the time. Our turnkey direct mail programs are virtually plug-n-play. If you’re ready for a big pay day, then browse our featured programs below. Every one of these programs will be available in August, 2008.

 1. Severe Traffic Builders (for emergency situations)

  • Giant Key Mailers – 17X22 full color w/$50k in prizes (recent events include 54 units sold off 30k pieces). Prices starting at only $0.79 (30kp).
  • Gigantic 9X12 Jumbo Postcard w/high quality key affixed. Full color double-sided key mailer on card stock w/multiple prizes. Prices starting at $0.69 (50kp).
  • Giant 11X17 Tri-Fold Saturation Key Mailer. Double-Sided full color on 80lb. gloss w/high-quality key taped to inside panel. Multiple prizes to drive traffic. Prices start at $0.69 (50kp).
  • All Key mailers are fully insured for prizes: 1) $25,000 in cash, 2) Vehicle giveaway ($20k), 3) 42″ Plasma TV, 4) 4-Wheeler ATV, 5) $100 in cash. For additional saturation traffic builders, call or email us for samples and prices.

2. Title List Mailers (for targeted trade-ins for pre-owned inventory)

  • Mail the piece of your choice to our title list that catalogues current owner with the current vehicle at the current address. With variable data printing, mailers can reference the owner’s name as well as vehicle. This is an insider’s secret that every successful dealer is using below the radar. Great for toggling between dealer database and title list. Best for buyback and conquest. Highly effective, no nonsense mailing list.

3. Pre-Screened Credit Offers (for high-gross sales)

  • US Capital MasterCard Credit Sale. This piece is a pre-screened credit offer backed by a real auto lender (you can switch financing) that has an actual US Capital MasterCard affixed to the piece. This extremely official looking piece generates a large volume of credit applications by pre-screened Beacon-filtered customers interested in obtaining an immediate auto loan. All events are exclusive and customer must physically appear at dealer location to take delivery. Prices start at $1.39 (10kp) and $1.59 (5kp). Larger volume discounts are available. Price includes first class postage, credit data from TU/XPN/EFX, toll free # with IVR/CRM and 24/7 call center and appointment setting.
  • Live Check Mailers – Send pre-screened credit offers to qualified prospects in your market area. Piece includes a funding check already made payable to your dealer. All customer has to do is register online or call IVR to secure funding code. Then they walk live check into your dealership and you match their credit approval with a vehicle from your inventory. Strong advances such as 120% of MSRP or retail blue book makes it easy to roll no money down deals, or absorb negative trade equity. Prices as low as $1.29 (10kp) and $1.57 (5kp). Great grosses are continually reported.
  • Credit Mailers are best for dealers with strong finance departments. The above programs allow dealer to use any lender they choose. No demand for first right of refusal are ever made. Dealers have total freedom and are never restricted or boxed in.

4. Ongoing Lead Programs (for Spec-Fi depts.)

  • Current top-rated lead program is our BKLeadXpress, a daily BK trigger program that sends US Capital MasterCard mailers to every discharged BK the same day it is discharged. This program focuses on the customer’s need to establish positive post-bankruptcy credit to enhance their future credit rating. Using your auto loan as the catalyst, this program makes a strong run at every discharged bankruptcy in your market area and gives them strong reasons why they should buy a vehicle from you right now instead of waiting for their credit to get better first. Program requires dealers that have lenders to finance fresh discharged BK’s with as little as $2,000 down payment with strong employment history.  
  • Facts: 37% of consumers purchase a vehicle within the first 30 days of their discharge. 70% of consumers will purchase a vehicle within 90 days of their discharged bankruptcy. These “ready-to-buy” prospects are the hottest commodity in the Special Finance world, and they’re available immediately upon set-up.  
  • Depending on size of dealership and aptitude of Special Finance manager, one time investment is approximately $2500 to $3500 for 6 to 8 months worth of leads. Manifest with phone numbers are sent daily to dealer for immediate phone follow up prior to mailer’s in home date. Ample opportunities await the sales and finance professional with auto lenders to buy this paper.

 5. Internet Lead Services and Online Applications (disc.)

  • Due to the highly frivolous, unscrupulous, and fraudulent nature of many lead providers and their leads, we have indefinitely discontinued offering internet leads to our clients. Our reputation is too valuable to blow for a quick buck, and so we give internet leads away for free to dealers that we do business with. Whether it be 12 leads or 496 leads, we do not charge for them nor do we stand behind them as authentic or exclusive. We apologize if this hurts anyone’s feelings, but our long-term outlook on our business always takes precedent over short-term profit. Our decision is final.

Media Kits, samples, and price cards are available upon request. Just email or call and request.

When Every Door Looks Good: A Primer to Contextual Marketing

July 11, 2008

Contents of this article:

1. See Jane Dream

2. See Jane’s Mind

3. Meet Jane

4. Sell Jane

1. See Jane Dream:

Behind her are six paths to her future. Each path is represented by a non-primary color door. From the look on her face we can see that her imagination is contemplating which door to open. Based on her facial expression, her clasped hands in front, and her upward left looking stare, we can know that she is logically calculating the memory of a positive past experience.

2. See Jane’s Mind:

Eyes don’t lie. Ancient proverbs from many cultures in one way or another acknowledge that the eyes are windows to the soul. A trained body language expert would be able to analyze Jane’s body position and conclude with scientific precision what she is psychologically experiencing “inside her head.” Experts agree that up-left eye-movement indicates the visualization of a “remembered image” or “experience.” Whereas an up-right eye movement indicates the [creative] construction of an idea, image, or concept. Since Jane is looking up-left, we can conclude that although she has many unknown futures through the doors behind her, she finds more comfort and security interpreting those unknown future opportunities in light of her past positive experiences. This is a shocking discovery; a marketing and advertising breakthrough in anthropological research. And until robots become our customers, we need to understand people much better than our current advertising methods indicate.

3. Meet Jane:

Jane is a 28 year old dental assistant that makes $40k/year.  She lives with a roommate and she recently upgraded her wireless plan online to unlimited text messaging, and visited a few dealer sites just to get the flavor of what’s out there in case she ever wanted to trade in her ’04 Matrix.  Many women want to be her and most men want to be with her.  She represent the culture-at-large and guess what, she would rather stay home exfoliating than deal with a car salesman (type). One more fact about Jane, she’ll buy a new car this summer from someone.

Sell Jane:

In order to sell Jane, Jane must feel like she’s buying. In other words, unless she feels that she is self-initiating the buying process; all attempts to advertise to her will simply be ignored and dismissed as irrelevant. The trick here is finding a way to proactively foster enough of an influence on her so that when she responds, she does so in such a way that she considers on her own terms.

If she feels corralled and cornered, she will interpret the situation in light of a positive past experience and you will end up in her mind-space reserved for negative experiences inefficiency and overall ineffectiveness.

In just a few short words, I’d like to debunk the myth of feminine design as well as warn of the long-term dangers. Women are less likely to respond to feminine design, and are more likely to appreciate transparency. If you can get them to appreciate your transparency (i.e. up front price, etc.), then they are most likely to respond. Don’t put the cart before the horse! If they feel like you’re trying to treat them differently because they’re women, that’s a good enough reason for suspicion.

In today’s media, your mailers can’t look like everyone else’s. The same old tired pieces you’ve been running is the same as everyone else, and it no longer works. If you want to be noticed, your mailers have to be fresh, different, and inspiring. That is why Hill Marketing is currently designing 80 brand new, fresh and exciting mailers. Today, we must look different, talk different, think different, and sell different. Since the retail car business (at best) is always about six years behind the times when it comes to trends, technology, and marketing philosophy, Hill Marketing is dedicating to revolutionizing automotive direct mail by creating copy that competes with Verizon, Microsoft, Apple, Vonage, etc. Industry experts have predicted that Hill Marketing will lead the charge in saving the direct mail industry.

The same old thing you have been doing is the same as everybody else, and it no longer works. To be noticed, you’re advertising needs to be fresh and different.

Sarah black and white

Sarah black and white

Sarah Gundry is Creative Coordinator and Research Professional for Hill Marketing Group in Orange, CA. Her experience and background in studying the philosophic turn to postmodernism and its direct relation to contemporary marketing and advertising makes her a valuable contribution to the team at Hill Marketing Group. She is currently participating in the contextual marketing think tank established by John Greenleaf and will be featured as a prominent speaker in upcoming seminars and conferences.

Ron Cogan Gives Advice on Quick Ways to Cut Your Gas Bill

May 23, 2008

According to Ron Cogan‘s article “5 Quick Ways to Cut Your Gas Bill” at greencar.com, he says that many are asking when this [high gas prices] will end.  Cogan adds that some consumers get mad, while others “suck it up and just pay the price, figuring it will go away.”  Cogan bluntly adds, “[i]t wont.”  Then he asks the question: “But what can you do about it?”

I agree with Cogan that the gas price problem won’t go away.  In fact, I’d take it a step further and add that it will get worse.  I’m not trying to paint a bleak and negative financial future, but if experts are correct in predicting $7 per gallon gas prices, then Cogan’s advice should be taken with all seriousness.  Here’s a basic summary of his article’s 5 ways to cut your gas bill: 

  1. Don’t drive as much.
  2. Ease off the pedal.
  3. Resist the need for speed temptation.
  4. Avoid mid-grade or premium fuel unless necessary.
  5. Check tire pressure and maintain recommended PSI.

All of these ways except for #4 result in using less fuel which results in cutting your gas bill.  #4 cuts your bill only if you do not have a high-performance vehicle, or a vehicle that requires a higher octane fuel (i.e. 89, 91, etc.).  But this distinction between #4 and the others speaks volumes to toward solving a deeper issue – the vehicle you drive.

If two separate people followed Cogan’s advice to the tee in exactly the same manner, we would expect to have identical gas bill cuts.  But this would only happen if the two experiments were with identical vehicles, number of passengers, etc.  But if person #1 drove a 1999 Toyota Camry V6LE and the other a 1999 Chevrolet Suburban 2WD, the degree of savings would be affected by the degree of difference in fuel consumption and efficiency of each respective vehicle.  Bottom line, the Suburban would be more expensive to maintain than the Camry because the Suburban gets 12 miles per gallon while the Camry gets 22 (guess-timation).

So to further enhance the wealth of wisdom in Cogan’s excellent article, I would suggest that *if* you drive a “gas hog,” consider trading it in and leasing or purchasing a much more economical and fuel-efficient vehicle.  The intention of this article is not to suggest a make and model, just to suggest that you seriously consider the adjustment of your driving according to Ron Cogan’s advice, and to do so in the most fuel-efficient vehicle you can get into.  After all, if those experts are right, and if gas hits $7 per gallon soon, then many of our lifestyles will require adjustments if we can’t afford to drive anywhere!

Click here to read Ron’s article.

Awesome Memorial Day Weekend Sale and How Automotive Direct Mail Saves the Car Business Once Again!

May 20, 2008

I am sure that more vehicles will be sold this Memorial Day Weekend than last year’s.  I am so excited at how receptive and pumped up everyone is about our Memorial Day Weekend 2008 Sales Event!  Putting these sales together has been extra fun this year so I just want to say thank you to all you car dealers out there that signed up.

They told me that it was sheer genius how I wrote my new sales letter using our Title List Data to go after those old gas hogs and make purchase offers for trade-ins for something a little more economical.  Many car dealers that called me for the first time did not know that I had access to massive lists of trucks, vans, SUV’s, etc.  When they saw my sales letter they just about flipped!

Here’s my reasoning.  Follow my thought process and see for yourself if this doesn’t make perfect sense.  Everyone knows about the gas price problem (I won’t argue for that here).  I attended a conference last month that had a session regarding the high demand for web developers and I.T. personnel in religious organizations (churches, ministries, etc.).  Since gas prices are forecasted to reach $7 per gallon in less than two years, these religious organizations anticipate losing much of their commuter attendance (people that drive a long way to get there). 

Many of these organizations have multiple gatherings on different days of the week (i.e. men’s groups, women’s groups, youth meetings, etc.).  With the economical pressure being experienced by American families, many of them will need to “cut back” on attending except for Sunday, or whichever respective day.  So the need for web developers and I.T. personnel emerges.  Why?  Because the plan is to accommodate those unable to attend by making services and meetings available online through streaming video and other interactive formats.

The point of mentioning all this is to direct your attention to when and how I got the idea.  I thought, “If these large organizations see such an impact on their businesses due to gas prices, then that could be huge for my dealers!”  (I’m always looking out for you guys!)

I got back to the office and pulled some counts in some suffering areas of the country (those most likely to be effected worst).  I queried 1981 to 1999 trucks, vans, and SUV’s from Chevrolet, Ford, and Dodge (gas hogs) within 20 miles of a particular store I do monthly campaigns for.  I came up with 185,000+ titles!  This means that I can send a purchase offer to the owner that is relevant to his needs while making an offer for a gas-saver!

Plus, because I can use variable data printing, the letter can be made out to the owner’s name, regarding his exact vehicle (make, model, year, color, etc.), at his current address, from the sponsoring dealer.  So it can say (sample, not actual direct mail offer):

Scott,

My name is John Greenleaf, Used Car Manager at ABC Motors and I want to make you an offer on your 1992 Chevrolet Suburban.  With gas prices on the rise, I thought it would be worth a shot to write you because you may be interested in selling or trading now more than ever before. 

To be sure I win your business I’ve hired three independent appraisal companies to compete for your trade-in, just in case you want to want to trade for a more economical vehicle.  These appraisers will be at my dealership this Memorial Day Weekend only between 9AM and 6PM.  Give me a call if you can make it…

Initially I thought that I would write this as an additional product for Memorial Day only.  But now it seems that most dealers want to run this program till the end of the year.  With over 100k titles in our database for most PMA’s, you can run 10,000/month till 2009 without mailing to the same person twice!  This means that you can overcome the car dealer blues that this recession is causing.  So stop crying (the blues, that is) and start selling!

Automotive Direct Mail has saved the car business once again.

Sincerely,

John Greenleaf (takes a bow)

Marketing Director

Hill Marketing Group

INSIDER’S TIP: Automotive Direct Mail that is Working Right Now

April 21, 2008

Note: This Insider’s Tip is brought to you by John Greenleaf, Director of Marketing and Dealer Support, Hill Marketing Group, Orange CA. 

I just wanted to bring you a quick update from within the automotive direct mail industry.  This insider’s tip is to let you know what is working at this very moment. 

1) Gorilla Saturation! This is the type of direct mail that is used by staffed event companies that guarantee $300k in gross. These pieces have the nature of appealing to the broadest audience possible and can pull close to one thousand ups over a four day weekend. Pricing starts at $0.29 each, making them the most affordable and cost-efficient direct marketing tool available to dealers today! Click here to learn more.

2) Pre-Qualified Credit Offers! These pieces are designed to appeal to the buyer that has less-than-perfect credit. These buyers’ near-prime credit rating give you the advantage of discussing their credit history with them, enabling your staff with the necessary leverage to make great grossing car deals. Most programs come with a 24/7 call center to take incoming calls and set appointments. These programs have recently been reported as generating up to 6% response rates, resulting in 25-30 units delivered per 5000 dropped. Click here to learn more.

3) Title-Swap & Conquest! This is an amazing tool for dealers looking to penetrate an otherwise impossible PMA. The secret is in the mailing list. You can pick who you want your mailer to go to, based on make, model, beginning and ending model year, and zip code. In other words, you can select all 2001 to 2005 Ford Trucks (F150, Ranger, Explorer, Expedition, etc.) within 30 miles of your store (regardless of where it was originally purchased) and send buyback letters, fleet letters, cash assistance offers, etc., all addressed to the owner, including his/her vehicle (Attn: John Doe, Re: your 2003 Ford Explorer). This is like the old DMV list prior to the Shelby Act.  Click here to learn more.

These three angles are helping dealers all across the country weather the storm of an unstable economy.  If you are currently experiencing the effects of a declining market and want to do something about it, I suggest that you at least look into these three options.

Kick-Ass Direct Mail

January 25, 2008

KA

Automotive Direct Mail is on the move!  OK, so far, we have been right on the money!  Our tax season pieces have absolutely smashed our expectations (we’ve almost doubled what we forecasted!).  Our live-check mailers are bringing better results than the past two years COMBINED!  Our MasterCard and Granite Bay Acceptance Card Mailers have consistently been the rock-bottom BEST direct mail on the market for the automotive sales industry.

So, in keeping the Hill Marketing Group tradition alive, we’re offering you the opportunity to take advantage of the following: A PRESIDENTS’ DAY SALES EVENT PIECE THAT IS DESIGNED TO KICK ASS!  Using the skeleton of our highest performing and best-selling MasterCard mailers, we have brought you the goods on a silver platter.  All you have to do is pick up your fork – and eat!

Download the Presidents Day PDF to view how we intend on putting hundreds of pre-screened and ready-to-go buyers on your lot.  Then, pick up the phone and call us to schedule your event in time for Presidents’ Day 2008 (Feb. 18, 2008).  This is a “fixed-date” campaign, which means that we will be dropping mail on Monday, Feb. 11, 2008.  Orders must be placed and paid for no later than Monday, Feb. 04, 2008!

THAT GIVES YOU ABOUT A WEEK TO KICK THIS AROUND!

IMPORTANT: OFFER EXPIRES MONDAY, FEB. 04, 2008!

If you can’t make the deadline, you can still run the same EXACT program, less the Presidents’ Day artwork.  This Presidents Day PDF contains two samples, highlighted features of the program, prices, AND NO SALES PITCH!  This thing stands on its own.  Check it out and you’ll see why.

In case you missed it, click here to view the Presidents Day PDF

What is a Presidents Day PDF ?

How can I get my own Presidents Day PDF ?

I want to buy the direct mail that is featured in the Presidents Day PDF

Hill Marketing Group has a kick-ass Presidents Day PDF

Tax Refund Season is NOW!

January 18, 2008

Tax Refund Down Payment

They will all have cash soon!  Tax Refunds are coming.  Use the season to your advantage and run a tax refund season mailer with Hill Marketing Group!  We have the pieces that pull the biggest response rates, that means you will have more customers to work.  With down payments from tax refunds, you should be able to make many sweet deals.  Automotive Direct Mail thrives in these conditions, so call or email today to get yours!

Automotive Direct Mail and Tax Returns

January 7, 2008

Tax Return Mailer by Hill Marketing Group Dealers, this is the time of the year to begin planning your marketing strategies to coincide with tax season.  We have the piece to draw the largest response and it’s perfectly worded so that you can maximize every aspect of every car deal.  We will not post samples on this blog for now.  If you would like more information, then simply send an email to info@hillmarketing.com and we’ll go from there. 

Attention sub-prime and secondary specialists: Are you ready to make some nasty car deals?  Are you ready to have them lining up outside of your office waiting to sign?  If you’re that kind of player, then at least check this out.  With several years of secondary credit mailer experience, we know what works and what doesn’t.  More importantly, we know what works and when, as well as what doesn’t and when.  That means that when you roll with HMG for sub prime automotive direct mail, you know that we’ll hook you up with the right piece at the right time.  Just check it out!

Gotta get back to work now, see you soon!

Currently I’m pushing this: HMG_Card_Mailers