In today’s car market, many dealers are
switching their focus from advertising to marketing. Direct
Response Marketing takes this one step further by driving “qualified” prospects
to the phone or website for a direct follow-up by your sales
department. Talking to dealers all across the country, I
get the unique opportunity to hear about their successes
and failures in direct response marketing. I believe that
successful direct response comes from saying the ‘Right
Thing’ to the ‘Right Person’ at the ‘Right
Time.’
Saying the ‘Right Thing’
A very important part of any marketing campaign is the message.
Words, sounds and pictures, assembled in a certain order
create images and even emotions in the brain… but
it’s what you’re asking for that’s most
important!
What are you trying to tell your customers and what does
it mean to them?
Here’s a little secret that has helped guide me… the
3 C’s.
1. Credible – is my message believable?
2. Comprehensive – is my message easy to understand?
3. Compelling – does my message create want and desire?
Talking to the ‘Right Person’
Identify who you want to talk to and what method is the best
way to contact them. Some campaigns are better suited to
direct mail, while other promotions might work better as
a 30 minute infomercial or direct response TV spot.
The whole idea here is that you can maximize your return
by focusing marketing efforts towards those who are most
apt to make a purchase. In essence, I advise my clients to “fish
where the fish are biting!”
(Note: Response is not the same as results.)
The ‘Right Time’
The ‘Right Time’ is when the prospect is ready
to buy!
I’ve heard that 1% of your market is ready, willing
and looking to buy a vehicle at any given moment. Regardless
of the exact percentage, your marketing will always be more
effective when aimed at those who are currently in their
buying cycle.
