Auto Dealers Report Targeted Direct Mail Marketing Campaigns Are Most Cost- and Time-Efficient Way to Retain Customers, from U.S. News.
New Study of Over 200 US Dealerships, by Prospect Vision, Reveals Direct Mail Campaigns Deliver Dramatic Conversions/ROI; In-Equity Customers are Ready-to-Buy and Their Trade-ins Sell Faster
Hickory, North Carolina (PRWEB) January 13, 2015
A comprehensive study of 200 US dealerships has revealed that old-fashioned postal mail, when used strategically, still packs a punch, delivering much stronger results than other marketing channels.
The study, by Prospect Vision, the pioneer in automotive equity marketing, showed that each targeted direct mail marketing campaign delivered, on average, thirteen incremental sales at a cost of just $112 per vehicle sold. This is almost 80% less than NADA’s current $616 estimate of the amount dealers typically spend advertising each car they sell.
“Most of a dealership’s marketing spend goes to attracting new customers, while the potential incremental profits sitting in their databases are often overlooked,” said Allen Levenson, Vice President of Sales and Marketing, Prospect Vision. “This study shows that one of the oldest, tried-and-true marketing methods in the book – the humble direct mail piece – leads the way when it comes to ROI and retaining current customers.”