Introducing: the Roll Fold Mailer

Happy Hump Day!!

Exciting news this Wednesday from Tri - Auto, a week or so ago we came out with a brand new product, I believe it's brand new to the direct mail game in general, but who can be sure? :)

I wanted to wait until I heard from a few clients before posting on this product, but the reviews are in and everyone loves it, our first round of them are going to press this week so I'll be sure to update when we have the Marketvision results on how it's performing.

We took the best parts of all of our best pieces to come up with this one, here's what we're seeing work right now:

-High Quality Paper Stock. I used to be a believer that it was the message that counted, not what it was printed on. Wrong. For example, we just looked at one specific product that we commonly print in three different paper types, here are the results:

• High Gloss, heavy stock (100# gloss) - 1.41% response
• 70# Gloss (standard gloss paper for most companies) - 1.0% response
• 75# Matte (high bulk) - .77% response
• These are the averages of all our sales compiled using Marketvision data from the past 6 mos.

-The Right Message. I'm not going to give away all our secrets easily on my blog, but we've been able to pinpoint what messages are driving traffic, and what ones are selling cars. Sometimes they are the same, sometimes not.

-Slapping a key on it. It doubles response. Still doing better than a credit card. 'Nuff said.

-Self Mailer vs. Envelope. The self mailer is winning all the time now. Not just any self mailer will do though - toss your 11x17 tri - fold self mailer right out the window.

So we added up all these things that we actually know to be true. As you know we aren't guessing or relying on registration cards from dealers anymore, or even a human being greeter at the door counting people. We have real, online, in real time data that is collected from 95% of our promotions now.

If you want to see the Roll Fold Mailer - email me. We have three different versions - one that is prize focused, one that is event focused, and one that is image focused. Yesterday we designed a tax one and they'll be more after that. You want to see this one.

Cash For Clunkers Mailers are Here

I've received more phone calls the past two weeks than ever before...and everyone is talking about Clunkers! There seem to be two ideas when it comes to promoting this program and we've got you covered on both fronts. Shoot me an email or give me a call and we'll get things started. Cash for Clunkers Mailer Philosophy #1 We've heard: "I want to take advantage of the media attention over this program and increase traffic to my store. It's important that people know we are participating in this program. I'm less concerned about actually taking in clunkers, and more concerned about overall traffic increase-but we'll take those deals as easy as the rest!" We're suggesting: One of our tried and true event type mailers that has several strong mentions on the program and how it works--why? We know they work & they are saturation so you're getting the message out to your market. Cash for Clunkers Mailer Philosophy #2 We've heard: "We're really excited about the Clunkers bill and think it will increase sales for us. We want to aggressively target people who qualify for the program and bring them in to make sure we get their Clunkers business over everyone else in the market." We're suggesting: A targeted, personalized letter, complete with a personal website to a highly targeted list of people who own vehicle that qualify and are worth the same or less than the $4,500 credit. Using this approach you are weeding out those that have no interest in the program and shooting where the ducks are flying. If you fall into one of these categories let us know and we can talk about what might make sense for you.

C.A.R.S. or Clunkers update :)

How disappointing, this idea took off with so much momentum when it was passed into law and now it's come to a screeching halt as the details are ironed out! There is a silver lining though--this minor delay has allowed us the time to put together a fantastic mailing list to promote the C.A.R.S. or Cash for Clunkers program. You can now send a personalized mailer to people that own vehicles that meet the criteria, they are:

• Vehicles that fall into the correct age category
• Vehicles that with the correct mpg rating
• Vehicles that according to Edmond's should be worth $4,500 or less

Variations on the actual data are also available. Let me know if you'd like a list count to see how many people are in your market for a program like this. I hope all your months are closing out well!

Cash for Clunkers Bill set to Pass

Cash for Clunkers is all but passed as it awaits the President's signature. For those of you that aren't aware this will go into effect on any vehicles sold after July 1.

Here's a site that has a lot of questions & answers about the bill on it. It's could be a good idea to drop the website into some of your marketing to help educate your customers & your market.

www.cars.gov

There are a lot of opinions out there concerning the bill, I found this quick blog post an interesting commentary on it.

Regardless of if you love it or hate it--I think you'll be missing out if you don't' take advantage of the marketing gains with something like this.

We already have a piece ready to go, if you're thinking of promoting it with mail shoot me an email. I'd also love to hear from YOU what your thoughts are on the bill in general.

Reveal the Deal Mailer

I don't do this often, but I'm just too excited not to today. I have to brag on my company for just one post!!

Yesterday we had our big, monthly meeting and a new product was rolled out. I had seen a quick proof of it and had even seen the paper size and the new stickers it uses, but once I saw it all put together I was completely blown away!

Here is the neatest part about this mailer. We know it will work. I know that sounds cocky, and yes I just "knocked on wood" but here's something we can do that no one else can-no one. We can say we know exactly how a certain piece works, thanks to MarketVision. Every thing about this mailer from the color, to the placement of hooks, the personal website, and the size is the best of the best. We've taken everything that we have actual data saying it works and put it on to one hell of a mailer.

After using our MarketVision kiosks for a year we now have enough info to start making our company better for you--and once you use it a couple times we can do the same for your company (see my previous blog this month on using MarketVision to increase results and lower your costs).

That's it--I promise I won't do it again for a long time. Give me a call if you want to actually see the literally BIGGEST mailer possible-with brand new stickers instead of scratch offs. You'll like it.

I'll leave you with this--a quote I just got via email from a client sending this piece out at the end of the month:

"Outstanding! I'm really looking forward to this mailing. Everyone is pretty impressed with Godzilla."

-Mark, OH

Ford Dealer