Automotive Trigger Leads and Direct Mail Boost Dealership Traffic, from Automotive Training Network.
Direct mail marketing campaigns are perfect for dealers interested in targeting local automotive shoppers looking to buy a vehicle right now. How do we know that? Shoppers having had their credit score report pulled by a dealer or lender within the last 24 hours in order to obtain automotive financing may have decided to go in a different direction. That’s where other dealers sneak in for the win!
A majority of these consumers, whether prime or nonprime, may have opted out of the buying process for a number of reasons; maybe the APR was high, the monthly payment didn’t fall into their budget or the two parties couldn’t negotiate fair terms. No matter the deal breaker, these credit report applications are sent to the three major credit bureaus – Equifax, Experian and Transunion. The bureaus process and verify this information into usable data for dealers.Dealers can then filter this data by geographical location, credit score, bankruptcies and more.
Once criteria has been selected, direct mail marketing comes into play. Direct Mail is tangible, trackable, targeted and still relevant to today’s consumer! Seventy to 80% of consumers polled say they open most of their mail, including what they label “junk,” according to data in the DMA’s 2014 statistical fact book. And 38% to 63% of household heads—a median of 45%—report “immediately” reading direct mail, according to the U.S. Postal Service.