Posts Tagged ‘hill marketing’

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.

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!

There’s more to mail than just credit data…

August 16, 2007

The Title List, by Hill Marketing Group.

 

Our Title List is basically a really sophisticated owner list.  The database matches the current owner with the current vehicle at the current address.  So when you send out a mailer, your message is targeted with precision to the exact person you want it to go to.  

For example, if a Honda store wants to run a promotion to sell Odysseys, they can send out invitations to all of the van and minivan owners within a particular radius of their store, regardless of brand. 

This is extremely valuable to the Honda dealer because our Title List will give them a premium database of owners across the brand lines for them to put their Odyssey special in front of. 

This type of exposure leads to new business that may not have been captured otherwise. 

  Another example would be a Toyota store looking to build pre-owned inventory.  The Toyota store could send a buyback letter to all Toyota owners (i.e. 97-04 Camry, Corolla, Tacoma, etc.) within 20 miles of their store.  The letter can announce Factory Specials as well as a “we need your trade” message.   

Our Title List is a great alternative to credit data, which in some markets has been so saturated that the response rate has decreased, making credit mailers sometimes infeasible and ineffective.   

Every credit mailer that is sent out legally must disclose the FCRA’s Prescreen & Opt-Out Notice.  This gives the recipient a bold notice that they can choose to stop receiving “pre-screened” offers of credit in the mail by calling a toll-free number.  As more and more consumers “Opt-Out”, the pool that dealers mail into becomes smaller and smaller, resulting in a heavily saturated market with multiple offers from multiple dealers.  Our Title List can be extremely effective if your market is in this type of condition. 

As a courtesy, although not mandated by any law, Hill Marketing Group provides a toll-free Opt-Out number for customers to be removed from our Title List.  We also provide all dealers with an Opt-Out fax notification form for customers to be removed in the event that one desires to do so.   This rarely occurs, but is just another illustration of how all of HMG’s programs are extremely well thought out, with the dealers CSI and reputation always in mind. 

We are not saying that credit mailers don’t work anymore.  In fact, as a previous customer of HMG, you may already know that we have the best credit mailers in the country!  All we’re saying is that there is life after credit data; Our Title List. 

Ask your Marketing Consultant for samples of the latest Title List pieces and see for yourself why dealers keep coming back to Hill Marketing Group.