Posts Tagged ‘Mailer’

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.

Tax Refund Season is NOW!

January 18, 2008

Tax Refund Down Payment

They will all have cash soon!  Tax Refunds are coming.  Use the season to your advantage and run a tax refund season mailer with Hill Marketing Group!  We have the pieces that pull the biggest response rates, that means you will have more customers to work.  With down payments from tax refunds, you should be able to make many sweet deals.  Automotive Direct Mail thrives in these conditions, so call or email today to get yours!

Happy New Year!

January 2, 2008

crystal ball

Last year was a great year, and we hope that this year will be even better.  To stay a step ahead of the game, a look into the old crystal ball is in order.  What do we see?  We see thousands of potential customers with a sudden increase in their bank account.  Wait, the fog is clearing; it is a surge in deposits.  These potential customers are all depositing checks that look very similar.  We see three or four – no, it’s three letters.  They all have an “I” and an “R” and an “S.”  That’s it!  They all have IRS tax refunds.

Okay, this means that some healthy car-deals are possible because they have down-payment.  This means that we need to get these customers into your store before they buy from someone else.  Why don’t we do this; let’s send them some direct mail from Hill Marketing Group, giving them a reason to visit – so you can close them!  The crystal ball reveals that they will buy from *somewhere* soon, but there’s too much fog to read the plate frames.  It could be you, or it could be one of the other dealers near you.  The only way to tell is to ask yourself: what do I have planned for then?  Have you planned the necessary marketing strategy that would result in your name on the freshly-delivered unit’s plate-frame?

If not, then give us a call or send us an email to find out what your options are.  We are fully-stocked with the perfect combination of mailers, data, and affordable pricing.  Our *well-thought-out* marketing programs are turn-key, so all you have to do is order and we do all the rest (except the test-drive, write-up, desking, F&I, and delivery)!  It doesn’t get any easier than this.  We even provide your sales staff and managers a training conference call just to make sure that everyone is extra-sharp and on point!

Remember, they will buy from somewhere.  What you do between now and the time they leave their house to buy will determine whether or not they include you as an option.  Why not send them a neat credit card offer with an insured cash prize that’s only available at your store?  That’ll get ‘em in.  Or how about a buyback letter that informs them that you’ll pay most for their trade?  Or what about a special-finance mailer using credit data from Experian, Trans-Union, or Equifax?  Postcards?  Saturation?  Let’s talk!

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!

Thanksgiving 2007 EPK is Here. Get Your’s Today!

October 8, 2007

To receive your Direct Mail EPK (electronic press kit) for Thanksgiving, 2007, send an email to: info at (@) hill marketing dot com or contact us from the “Buy Our Stuff” tab at the top of this page.  Your EPK should arrive by email the same day.

Only five weeks left to order Thanksgiving 2007 direct mail.  All orders must be finalized by 11/09/07 @ 1PM PST.  You know how time flies, so don’t procrastinate!  Request your Thanksgiving, 2007, EPK from Hill Marketing Group today!

Just some of the Thanksgiving 2007 Direct Mail EPK features:

  • Brand new fresh pieces
  • Email address capture campaign/contest for your in-house email marketing
  • Custom theme oriented pieces designed to drive huge traffic
  • New and Pre-Owned fresh designs
  • Variable data included (except for postcards)
  • MasterCard Mailers by US Capital, Inc.
  • Card Mailers from Granite Bay Acceptance
  • $15,000.00 Swipe n’ Win insured contests
  • Free turkey giveaways
  • Available campaign thru New Year’s Day end of the year blitz

This year’s partners, US Capital, Inc., Granite Bay Acceptance Corporation, and Western Sierra Acceptance Corporation, require that participating automotive dealers are licensed franchise dealers only.  Used Car points that are not affiliated with a franchised dealer may not receive Thanksgiving 2007 EPK’s due to the lender involvement.  Above referenced lenders will only buy deals from licensed franchised dealers.  If you are a UC single-point standalone store, then contact us from the “Buy Our Stuff” tab at the top of this page and specify UC single-point in the comments section of the contact form.

MasterCard Mailer: Special Finance Heaven!

September 24, 2007

Beginning to make some serious noise, our MasterCard® Mailer by US Capital is unquestionably the most cost-effective direct mail program in the country world.  That is quite a statement!  Best part, it’s TRUE.  With response rates of up to 6% (900 leads / 15,ooo pieces), NOW up to over 7%!!! (1,059 leads/15,000 pieces), this automotive direct mail program by US Capital has earned its way to first place!

To celebrate, ALL ORDERS in October, 2007 – get the special price: $1.39 each (5k min.)!  That is an AMAZING DISCOUNT of nearly 30% OFF retail!!!

Order yours today by clicking on the “Buy Our Stuff” tab located at the top of this page.

With prices this low, it’s even easier to upgrade your order with HMG’s add-on’s:

  • First Class postage: add $0.09
  • IVR and online CRM with premium lead forwarding (fax/email) only: add $0.09
  • 24/7/nights/weekends/holidays call center to capture additional information and set appointment with customer – added to IVR option for only: $0.07

At no additional cost, you can: 

  • Drop all 15,000 at once to flood your floor and create a salesperson feeding frenzy.
  • Do a split drop: 7,500 now and 7,500 in 2 weeks for a month long sales surge.
  • Do 4 drops: 3,750 each over 2 months for smaller stores or Special Finance deptartments.
  • Do 6 drops: 2500 each, dropping every other Friday (ideal for 2 man Special Finance tag-team or smaller store with less than 5 salespeople).

Experience the best in automotive direct mail for yourself!

US Capital MasterCard Mailer from 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

August 20, 2007

This is one of our secret weapons by US Capital.  This piece comes with an actual 30mm MasterCard that the customer can feel through the envelope, getting nearly a 100% open rate!  This is one of about 6 variations of the piece. 

Click Here To See Secret Weapon Sample

From the Desk of John Greenleaf…

August 16, 2007

The biggest challenge that I face in direct mail is getting the recipient to open the envelope and read the offer.  For instance, if I signed up a car dealership to do a 10,000 piece mailer with a 50% discount on everything in stock, this weekend only, and only a handful of customers showed up, I could reasonably conclude that the mailer either had a really weak open rate or the offer wasn’t aggressive enough.   

I could also reasonably conclude that if the offer had nearly a 100% open rate (if almost all the 10,000 were opened and read) that the dealership would have been flooded with thousands of shoppers looking for the 50% discount! 

In most cases, the problem isn’t the offer – it’s the packaging. 

I’ve done some lengthy research as to why good automotive direct mail pieces don’t seem to draw the crowds it used to.  I’ve narrowed it down to a few factors that I’ll post about later, but today I want to tell you what I see as the numero uno problema (number one problem). 

If everyone else is remotely close to the way I am when I look at my mail, then they subconsciously split their mail into two major categories: Important and Junk.   

Important includes: bills (utilities, mortgage, credit cards, car loans etc.), and personal (birthday cards, Netflix, family, church, etc.).  There’s more, but I think you get the point. 

Junk includes: not bills or personal (Important), furniture store ads, cable ads, unsolicited advertising (mortgage, auto, and the new Chinese restaurant down the road), carpet cleaners and things of the like.   

There is certainly a division of mail into these two categories with two different reactions.  One I open and read, and the other I don’t (at least not immediately). 

So, the trick is to get automotive direct mail offers out of the Junk category and into the Important category.  If I can accomplish that, then I can provide my dealers with direct mail pieces that are certainly worth the money they’ll pay me for it!  

 Packaging counts, because most folks like me give the mail a quick visual scan and judge in a split second which category it falls into.  I think that knowing this and solving this is the reason that we rock so hard with the dealers we work with.

-JG

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.