Posts Tagged ‘auto buyers’

Welcome Automotive Sales & Marketing Newsletter Visitors

September 16, 2008

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Like Gang Busters

February 1, 2008

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Within less than a full month of business days in the New Year, the two direct mail programs that we have focused on has gone off “like Gang Busters.”  But what does “like Gang Busters” mean?

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History: Gang Busters was originally a radio program said to be “the only national program that brings you authentic police case histories.”  It premiered as “G-Men,” and was sponsored by Chevrolet on July 20, 1935.

On January 15, 1936, the title of the show was changed to “Gang Busters,” and had a strong run for 21 years until November 20, 1957.

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But how does that tie in to Hill Marketing Group’s strong 2008 start?

When the show aired on radio, the broadcast began with loud and blaring sound effects such as loud sirens, guns firing, and screeching tires.  This intrusive introduction led to the popular catch phrase and title of this blog entry “came on like Gang Busters!”

Just like the loud and blaring introduction of the old time radio show, we have all of a sudden exploded onto the scene as the direct mail company that is making lots of noise – coming on like Gang Busters!

Here’s what I’m hearing so far.  Dealers call me and pay me a one-time fee to do a mailer for them.  I get everything lined up; dealer does virtually nothing.  Within a relatively short period of time, the dealer begins to get a sudden surge of auto buyers all traced back to my mailer.  Dealer has access to a website that records and stores all of the incoming calls to the toll-free number that I assign to each campaign.  From the website, Dealers can see for themselves that the mailer I dropped is performing at an astronomical rate.  Dealers sit back and watch their staff roll high-grossing deal after high-grossing deal, laughing all the way to the bank!  This is the car business, and it’s alive and kicking!  If you know John Greenleaf, that is.

I guess dealers are dropping matches and setting fires during 20 group meetings or something, because I’m getting referrals every day from happy dealers and establishing new relationships with dealers that I’ve never even talked to.  In fact, I just got a call from a dealer who got my name and number from another dealer who heard from another dealer that I did a 5000 piece MasterCard mailer that got a 3.46% response.  The referred dealer immediately jumped on board and I’m dropping a mailer for him next Wednesday.  The dealer that referred the other dealer is also going to do one for the end of February, and the first dealer that referred the dealer that referred the “next Wednesday” dealer is re-signing for a 15000 piece MasterCard mailer that he depends on to make his February one to remember!

Man, I’m pumped-up!  But as I mentioned earlier in this post, two programs were in focus, not just the MasterCard.  For some really strange and odd reason, I’ve been getting requests for the Live-Check mailer.  I have no idea why.  We aren’t pitching it, nor are we even depending on it for anything.  As many of you may remember, the Live-Check was our bread and butter product about three years ago up until about a year ago.  But all of a sudden, with hardly any marketing effort at all, it has mysteriously resurrected itself and is literally flying off the shelf.  BTW, if anyone wants in on the Live-Check mailer, just contact me, and I’ll get one going for you in time to roll lots of February metal.  It’s quick, easy, inexpensive, and most importantly – extremely effective.  We have many speculative theories as top why this sudden spike in interest for the Live-Check mailer has emerged, but we’re not big on speculation since it doesn’t deal with certainty, only probability, and we prefer certainty!

I hope my last post on the sales training was helpful.  Feel free to use it in any way you can, except in bars.  Imagine: “If I were to buy you a drink, and if we got to know each other over the next couple of hours, and if we discovered that we were a match made in heaven, would you come home with me – tonight?”  You’d probably get smacked up-side the head, or popped in the nose by her husband.  So, rather than taking the risk, stick to applying it in the showroom, not the bar.

Well, gotta sign off now.  I have a few conference calls to handle before I bail outta here in a few hours.  Have a GREAT weekend!  L8.

JG

P.S. to listen to classic episodes of “Gang Busters” click here.  Enjoy!

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