Posts Tagged ‘auto’

Why Some Auto Dealers Survive While Others Go Out of Business

August 20, 2008

We’re halfway through Q3 and we are approaching the final stages of planning Q4. Certain industry factors have left some craters in the wake, but the moon-walking automotive direct marketer feels at home in such conditions. Let me explain.

Soaring fuel prices and economic uncertainty led to a sharp decline in U.S. auto sales in general, but truck and SUV sales in particular suffered the most. At this point there’s no need to recap this summer’s auto sales woes, but add in the stricter lending guidelines and loss of lease business, and we can say with assurance that the “car business” is hurting right now.

But from our perspective, our interaction with U.S. auto dealerships and what is being reported in the national media do not necessarily match up. For example, earlier this month a Hyundai dealer in Tennessee did a 5,000 piece targeted direct mailer, and from the first half (2,500) they got 36 responses (1.44%), which isn’t bad. It’s above industry average, and it yielded double digit sales. But there’s nothing too special about that (our direct mail has been called the best in the business, and over 90% of our programs have performed in this manner for over three straight years!).

The amazing thing is that with a tweak in the data for the remaining 2,500 pieces, the dealer got 175 responses (6.99%) and is still selling units to this day from the mailer we sent out! In the end, the dealer will probably end up with 30 or 40 retail deliveries. This is in addition to the traffic produced by other advertising mediums and daily walk-ins. This dealer will gross over $100k from a dinky little 5,000 piece Hill Marketing mailer; just one of the reasons our clients love us so much!

On the other end of the spectrum is a Dodge dealer in NC. Only the man that has been hiding under a rock in a dark cave isn’t aware of the ultra-suffering and hemorrhaging that Dodge dealers have had to endure this summer. But as a Hill Marketing client, this Dodge dealer has had a steady flow of quality traffic from our mailers. We got a call at the beginning of the month and the dealer “TRIPLED” their normal amount of direct mail (they run with us every month).

Now, why would a Dodge dealer triple their amount of direct mail? Our answer: because our mailers out-perform anything else on the market! This Dodge dealer is enjoying over 3% response rates and is not firing salespeople, rather, hiring more! Try to tell this Dodge dealer that the market is soft and he’ll laugh at you. His salespeople and F & I team will average over $10k on this month’s paycheck – because they’re selling units with good grosses.

Another example would be a GM dealer in Louisiana that runs our mailer religiously. In the midst of all the trepidation they are laughing all the way to the bank enjoying a 3.74% response rate from Hill Marketing direct mail.

Then there’s a Texas dealer that can’t stop putting in orders for our direct mail. He’s a Chevy store, and he uses us multiple times per month (anywhere between 10,000 and 30,000 pieces). For over a year we have been providing direct mail for this dealer, and in his eyes, we’re his hero.

So it is with a major San Antonio dealer (tough market). We’re the ace in the hole for them because we’re the only direct mail provider that can get 5.34% response rates! To a bunch of savvy car people, leads are of essential importance. That is why the GM down there picks up the phone and calls Hill Marketing and orders direct mail from us – every month.

Anyone can say anything online. That’s just the way it is. So if you’re a dealer reading this and are considering doing direct mail but think I’m lying, do like they did at one point and call me and ask for references. The above referenced real life cases have been informed of this article and are willing to take reference inquiries. Nothing beats a real life testimonial from a peer, and now is your chance to check things out. Q4 will be here soon, and there’s still time to book Q3 events.

It’s either that or you’ll just keep reading about other’s success!

Sincerely,

 

John Greenleaf

Marketing Director

Hill Marketing Group

(866) 572-4861 ext. 4127

Auto Dealer Turkey Blitz 2007 Thanksgiving Direct Mail

October 10, 2007

Are you ready?  Don’t be like the many dealers that procrastinate putting together a Thanksgiving Turkey Mailer, only to find out that it’s too late to drop.  Get the process started now so that when crunch time arrives, you can focus on what you do best: selling new and used vehicles from direct mail leads!  Free turkey coupons are limited, so get the ball rolling today and click here for samples and prices.  Nothing breaks the heart of a direct mail company more than having to turn away business.  But if you don’t take the first step soon, you may have to wait until next year to sell more vehicles.  Click on the “Buy Our Stuff” tab located at the top of this page to get started!

For US Capital Inc., MasterCard Mailers, Granite Bay Acceptance Mailers, and Title List buyback & conquest mailers, scroll down and have fun!

TurnKey/Plug-n-Play Promotions

September 13, 2007

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US Capital MasterCard Mailer, Granite Bay Acceptance, Hill Marketing Group.

MasterCard Mailer Sample

August 30, 2007

This is what your customer sees when they open the envelope.  Notice the US Capital MasterCard that is affixed to the top right corner.  This is a 30mm PVC Embossed card, which simply means that it is the same size, weight and thickness as a standard ATM or Bank Card.  To see a physical sample of the US Capital card, reach into your back pocket, pull out your ATM card or any standard credit card, then hold it up against your computer monitor.  Voilà!  There’s your sample 😉  (Imagine the US Capital logo)

Click Here To View The Sample of the US Capital MasterCard Mailer by Hill Marketing Group.

MasterCard Mailer: Snap-Pack

August 20, 2007

Here’s a quick description of our MasterCard Mailer by US Capital

This program is our top performer, hands down, bottom line.  We know why this works so well.  It’s because the US Capital MasterCard that is affixed to each mailer makes the package irresistible to open.  The higher the number of opened direct mailers, the higher the number of delivered units will be.  There’s no arguing that point. 

Below is a sample of one of the attractive packaging options that the offer comes in.  Ask yourself: would you open it?  I would.  And so will just about everyone that we send one to.   Add the snap-pack envelope by US Capital to your next Hill Marketing Group event.

 

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Click here to see what the packaging looks like

US Capital MasterCard enclosed in the snap-pack.

Granite Bay Acceptance Card Mailer

August 12, 2007

GBLOGO 

Have you seen the latest in fresh automotive direct mail?  It’s the third quarter of 2007 already!  Why would you advertise as if we were still in 2003?  This piece is a slamming hammer that is working in the most difficult of markets.  It’s fresh, but doesn’t try to reinvent the wheel.  We’ve taken several of the most successful components from other programs and combined them to create the Granite Bay Acceptance Card Mailer.

This piece comes with an actual 30mm Granite Bay Acceptance card, meaning that it is the same size, weight and thickness of a standard ATM or credit card, guaranteeing an almost 100% open rate.  That’s how we get ’em!

The card is attached to a beautiful shell and stuffed into an ambiguous envelope along with an insert that discloses additional cardholder benefits such as:

  • 30% discount off retail price of any extended service contract up to 100,000 miles.

  • 40% discount off retail price on GAP protection.

  • First two (2) oil changes for FREE!

  • Full tank of gas at delivery.

  • Complimentary premium wash and wax.

  • Additional discounts on aftermarket items such as: rims & tires, DVD players, XM Satellite Radio, sunroof, window tinting, bedliner, vehicle security system and alarm, paint sealant + much more – see dealer for details.

As you can see, our intention is to plant the seed for aftermarket and back end profit for your F&I dept.  We even FedEx you a display sign for your F&I office that lists these cardholder benefits – an AMAZING closing tool!

You’re never locked in when you choose Hill Marketing Group for direct mail.  We will never demand the paper or cut you off if you finance a contract with another lender.  We allow, as well as encourage, the switching of the financing.  We just want you to sell cars and make killer grosses so that you’ll use us over and over, and recommend us to your 20 group.  We want to take over the world!!!  O.K., maybe not.  But we do put the best products out there for stores like yours to depend on.

Give it a try!  Contact your account manager today and you’ll have buyers by this time next week.

Also provided: two speakerphone training conference calls.  One for the technical details concerning the website tracking and software (15-30 minutes) and one with a National Sales Trainer to whip your staff into shape, make sure no deals are lost, and most importantly, how to maximize your GP without sacrificing and CSI.  See, we’re serious!

Click here for a sample of this monstricity of a mailer!