2009 Holiday Mail Season Kit

Thanksgiving is next week!? Already! Soon we'll be gathering with our friends and family to celebrate the holiday season--we may be taking a little extra time off work or beginning to think of what we'd like to accomplish in 2010. I know all be doing all of the above. However...2009 isn't over yet!

Many dealers claim December is the best month of the year, and our stats from the last few Nov/Dec time frames prove it. Here's everything you need to know about successful events during this holiday season:

1. Give yourself plenty of time. An advertising investment should be a thought out process, not one that is rushed through in 12 hours. Click here to see the holiday press schedule so you can be ahead of the game!

2. Choose the right message. This time of year you don't have to wait on manufacturer's incentives-you can offer plenty of timely hooks on your own. Click here to see some ideas.

3. Demand a proven product. I can finally say that and know I can offer it. Because of the over 1,000 sales we've logged through Marketvision the past year we know what pieces were the best of '09. We then simply based our Holiday Mailers on those pieces--voila! Proven winners. Email us here to receive our December newsletter with these great products.

4. ...and finally-be Merry!! 2009 has been a volatile year for us all, and now it's nearing it's completion. Be sure to do something nice for your staff and keep people motivated with positivity instead of fear. Happy employees = happy customers.

2009 Holiday Mail Schedule

Welcome to Holiday Mail Delivery! November & December can be great times to utilize mail. Many dealers have large events in the weeks leading up to Christmas as consumers are already in "shopping mode." Others find the beginning of Winter to be a fantastic opportunity to send out service offers as people look to get their vehicles ready for snow and icy conditions. Here are some things to keep in mind as you plan your 4th Quarter mail campaigns. With all the interruptions in mail delivery press dates can come much earlier than expected! Upcoming Postal Holidays ("Drop Date" = SCF date, or the day we deliver mail to the regional post office for delivery)

• Please keep in mind that Nov-Dec are the two busiest months in the Postal Facilities because of Holiday cards & packages. Expect all mail to run slightly slower than usual.
• Wednesday, Nov 11--Veteran's Day. Post office closed.
• Wednesday, Nov 25--Day before Thanksgiving. This is not an official postal holiday but over the past couple of years we've noticed individual postal facilities being closed or closing early.
• Thursday, Nov 26--Thanksgiving. Post office closed.
• Friday, Nov 27--Day after Thanksgiving. Not an official Postal Holiday. Some mail could move this day if delivered prior to Thanksgiving. Because every other vendor on the planet is closed this day (FedEx, UPS, etc) we will not be able to drop mail for any jobs on this day.
• Thursday, Dec 24--Christmas Eve. No mail drops. Typically not a whole lot of mail is delivered this day but it varies by area.
• Friday, Dec 25--Christmas Day. Post offices closed.
• Thursday Dec 31-New Year's Eve. Mail drops available in some areas, slow mail delivery is typical.
• Friday Jan 1--New Year's Day. Post offices closed.

Upcoming Press Timelines (Varies based on how many days ship and product, this is a general rule of thumb-call for exact press dates)

11/16-11/21 Sales, to press by 11/5 11/23-11/28 Sales, to press by 11/11 11/30-12/5 Sales, to press by 11/17 12/7-12/12 Sales, to press by 11/23 12/14-12/19 Sale, to press by 12/2 12/21-12/26 week of Christmas, press by 12/9 12/28-1/2 Sale, to press by 12/14.

I know that's a lot of info. The bottom line is, if you're planning to do sales Nov-early January please let us know. We can then let you know what press dates would be applicable for different scenarios. Katy Peat is the Diva that specializes in deadlines and turn times. Feel free to contact her directly to discuss options: kpeat@triauto.com, direct: 317-644-5779.

Happy Holidays!!

Automotive Marketing during the Holidays

Who's ready for a big fight!? A lot of you may feel like you've been in a fight...all year long. However, that's not the one I'm talking about. I'm talking about the annual fight with Santa Clause. I started at Tri-Auto on June 1st. Throughout the summer months I got my feet wet and put together a couple of promotions for a few dealers. By October and November I was feeling good, like I was hitting my stride..that is-until HE came to town. Who decided Santa was the Abominable Snowman here to take away Holiday cheer and automotive sales? By mid November, all I heard was "call me after the 1st of the year." Part of it was probably just the newest excuse to get a rookie like me off the phone, but part of it is a real fear many dealers have about the holidays. If you are ready to put on your boxing gloves and go toe-to-toe with the big, bearded guy, read on. If not, go tell the sales department they might as well hibernate for the winter because you're doing the same thing you always do which means you should get the same results--an empty show room. Here's a few quick wins:

• Send something to your customers! ALL of them. Don't forget about the service customers, or people that have recently bought. It's the holidays and it never hurts to give people that know you some warm fuzzies. A personal greeting card from their sales person is always nice, or a letter from the dealership with a legit incentive for service or their next vehicle will be appreciated by those in the market.
• Capitalize on the fears of others. This doesn't sound very nice, but take advantage of the fact many dealers pull back during this time of the year. Add or replace a zip with one that your competition typically hits, people in their market will respond to a strong, timely hook...which brings us to...
• KNOW WHAT PEOPLE WANT. It's the holidays, during an economic landslide, what's more important to most people than cash? Offer them cash for the holidays by giving them the manufacturers rebates in the green stuff, put some envelopes with different denominations of cash in them and let buyers pluck them off the Christmas tree as an added bonus, entice the public to stop by with gift cards to stores like Macy's, Best Buy, Toys R Us, and KB Toys, and most importantly, tell them how you can help (not sell!) them by lowering their monthly automotive payments.
• Think about your timing--ahead of time. Those of you that do continue advertising right through December and January will probably agree that the "sweet spot" when it comes sale dates is the week between Christmas & New Year's. Lots of people are off work, they are generally pretty jolly, and they've been cooped up eating and sleeping for several days straight. They're ready to get out of the house and may even have some Christmas cash for a down payment. Another good time is the first two weekends in December. Start thinking about it now and map out what weeks are best for your market.

Even if your December marketing plan is getting the sales department together for some pizza and an afternoon of signing Christmas (yes I said Christmas, please no hate mail, I can't handle anymore generic "holiday" terms) cards at least you are not moping off into a cave waiting on the ground hog to appear and tell you when to start advertising. We're halfway through November, it's time to start your December planning!