Posts Tagged ‘automotive sales’

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.

Welcome Automotive Sales & Marketing Newsletter Visitors

September 16, 2008

If you are here because of the link in the latest Hill Marketing Automotive Sales & Marketing Newsletter, then please accept our warm welcome and invitation to browse our site. You will find many informative articles on automotive direct mail, auto sales indutry news, marketing and advertising, sales training, and more.

We only publish quality content related to automotive direct mail that is designed to create traffic at your location so that you can increase your auto sales.

If you have any questions, do not hesitate to contact us…

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.

Automotive Direct Mail Firing On All Cylinders

August 6, 2008

Since most automotive direct mail campaigns have a “hit-n-miss” component that sneaks up and appears when it’s least expected, a celebratory boasting is warranted whenever a solid run emerges. This latest string of successful automotive direct mail campaigns stretches back to the middle of March (of this year). The few minor adjustments we’ve made have resulted in a major impact in the overall volume of new and pre-owned sales for the dealers we’ve serviced.

So, if a sudden surge in sales is what you’re looking for, now would be a good time to call. Free consultations are offered between 8am and 4pm (PST). To reserve a free consultation, fill out our contact form completely and you’ll be contacted a.s.a.p. Media Kits with samples, pricing, etc., are available upon request.

No obligation

No purchase necessary

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.

Why I Love Blogging On WordPress

January 31, 2008

 OK, I’m in the automotive direct marketing world, and you’re in the automotive sales business.  We need each other in order to accomplish our goals (me – selling direct mail, you – selling vehicles).  But there is another “silent” partner that I want to acknowledge: WordPress.com.  If you have no idea what I’m talking about, WordPress is the blogging software and hosting that I use in order to get these words that I’m typing onto your computer screen (or iphone, blackberry, etc.) so you can read them.  Here’s a link for more info.

My point is that WordPress is so easy to use that literally anyone can do what I do here on the Hill Marketing Group blog.  I’ve been following the discussion regarding auto dealers jumping on the blogging bandwagon.  The marketing benefits of a blog is something that many dealers are considering (See Jeff Kershner’s blog “Dealer Refresh” for cutting edge internet marketing articles and ideas).  So I wanted to take the time to recommend considering WordPress for your blogging needs.

WordPress is simple and basic.  But that doesn’t mean that it’s limited.  In fact, it’s quite the opposite!  WordPress offers much to the user, so much that it can be viewed as too much.  But it’s like the saying in the insurance business, “It’s better to have and not need, than to need and not have!”  I love those kinds of maxims.  And in this case it’s true.  If you have an ISM or web-person at your dealership that is considering starting a blog for your dealership, have them check out WordPress.com or WordPress.org for the finest blogging software and hosting out there.

As soon as you set up your blog, email me the link and I’ll check it out, and if I like it, I’ll feature it here by including a link!  Gotta get back to work now, so until then, best of selling!