Posts Tagged ‘Auto Dealer’

Oversized Key Mailers – One Way to Win Big This Fall

September 4, 2008

Imagine walking into a high-schooler’s bedroom and seeing a poster of their favorite rock star or athlete on the wall. The size of that poster would be about the same size as our giant key mailer. Imagine taking it off the wall, folding it in half, then folding it in half again. Then imagine stuffing it into a 9″X12″ flat magazine envelope like what your Sports-Illustrated-type of magazine is mailed in. Now replace the rock star or athlete image on the poster with the most aggressive double sided auto sales copy and tape a high-quality key to it. The picture in your mind represents the reality that thousands of customers will experience when you sign up for Hill Marketing’s assorted line of giant key mailers!

With low prices and the largest response rates, Hill Marketing’s giant key mailers become one menu item that dealers cannot afford to pass on. Historically, Fall is the best time to run key mailers, and many of dealers will be doing that beginning this month (Sept.). Gas prices are down, Back to School is out of the way, and consumers have finally returned to the market to inquire about purchasing a vehicle. Many will buy on their own. But only a proactive campaign will bring them to your store to buy from you. Get on the phone and set one of these up today. Most importantly, don’t do anything until first checking what Hill Marketing has to offeryou won’t regret it!

P.S. An amazing lead-generating, vehicle selling tool is our newest line of bankruptcy products. If you can finance fresh bankruptcies then you need to do this. Ridiculous results are being reported at this very moment!

INDUSTRY RUMOR: GM TO LAUNCH “BIGGEST SALE IN 100 YEARS!”

August 13, 2008

I’m not sure if this is considered “classified information,” but I have been told by three different GM dealers (in different regions) that on the 19th of this month GM plans to launch what they are calling “THE BIGGEST SALE IN 100 YEARS!”

We don’t know what it’s going to be yet, but as soon as we do, we’ll let you know. So if you’re a GM dealer, then you probably don’t need to use us for the rest of August. But if you aren’t a GM dealer, then you need to worry about market share.

This will be a ripe time to mail since auto buying will be on the mind, producing a consumer “monkey see monkey do” environment.

In our Hill Marketing office we play a radio in the background all day long. Today I have already heard several mentions of GM products from the DJ, not an advertisement, in between the songs. Someone’s getting paid!!!

Stay tuned, I’ll let you know as soon as I hear what this “BIGGEST SALE IN 100 YEARS” is all about.

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.

Apology To New Direct Mail Program Clients

March 3, 2008

 After all the mess that our new program created, we have decided to re-enter the R&D stage to rewrite the sales letter to be “less aggressive.”  Normally, we try to increase the response rates to the call to action, but in this case results were too high, creating chaos at auto dealers and sending towns in an uproar.  I had one dealer tell me that they were losing deals because they had appointments booked all the way through April, with the earliest possible appointment in the first week of May!  This guy dropped 10,000 pieces and got 6.97% response the first week – we stopped counting after that.  The problem is that this dealer only had 4 salespeople and 2 managers.

The amazing thing is that almost 90% of the customers had income above 2k/month and at least some down payment.  My advice to the GM was to weed out the wood and cherry pick the most solid apps first.  His problem was that they were all cherries – bright red ripe cherries.  His fear is that they’d go bad and spoil with age.  I recommended that he hire more salespeople, but since he only carries about 90 units on the ground, he doesn’t have enough inventory.  I mean, it’s a good problem to have – if you aren’t human.  But since nerves and fatigue have become a factor associated with our new program, we’re going to look at how we can reduce the response rates to somewhere around 3%.  I’ll probably send them to higher credit scores, and include “to buy a vehicle today, call 1-900-123-4567” or something like that.

So please be patient while we rewrite the copy.  All pending orders should have been contacted and informed of this delay, but since this blog has a link on our company site, I decided to blog about it to keep everyone informed.  Once again, we apologize for hiring brainiacs with 180 IQ’s for the Hill Marketing Think Tank Project.  We’ll be sure to put restrictions in our next employment ad: “must be of average intelligence – NO GENIUSES!”