Database List Management

I was referred to Dan Kennedy's website by a client yesterday (thanks Steve!). I checked it out and was very intrigued. He has some really great info in an easy to read format. Definitely one to bookmark. One of his articles: http://www.dankennedy.com/index.php/articles/id/141 talks about really taking a good look at the list of who you are sending to before just shooting 50,000 pieces of mail out to them. In previous posts we've talked about segmenting saturation lists into carrier routes for extra detail and some demographic information. The ideas in this article can also carry into your database mailers. If you aren't hitting your database with a special event 4 times a year you are missing the boat. Seriously. Yes your sales guys should definitely drop personal notes to their customers on a somewhat regular basis, but the dealership as a whole should also be taking advantage of the very best list at your disposal. After all these people know you, know where you are located, and have bought something from you before--even if it's service related! Dan mentions a list he saw that was filled with duplicates and incorrect information.

With 30% of the population on the move at any one time, and the ways info is typically entered about 25%-35% of your database is complete GARBAGE.

If you are sending a mailer to it, it is essential to have it "scrubbed." Database scrubbing is a process your mail house should be able to perform. We essentially access your ADP, Reynolds & Reynolds, or whatever system you use to make a copy of your database. It is then run through National Change of Address, and scanned for duplicates. You'd be shocked how many times John Smith might show up as J. Smith, Jon Smith, & Jane Smith (John's wife)! You don't need to be paying for 4 mailers to go to the same freaking guy. The other thing to note is, this process is done on a copy of your database. That means if you did a mailer with someone three months ago the database you still have is not clean. Be sure to either use the same company and request that they use the list from last sale, or have it scrubbed again. Ideally have it scrubbed every 3 months (if it's being used as a mailing list). So check out Dan's site, think back to the last time you sent a mailer out to your database, and plan your next one accordingly.

Marketing to TODAY's customer

Who is today's customer to the automotive market? When I say "today" that's what I mean. Who is shopping for vehicles in October? Obviously the market has been on an extreme landslide since last week, and everyone I talked to assumes that means no one is buying cars. But they are, the only difference is--their reasons have CHANGED. Has your marketing changed to target these "new" buyers? Old buyers There are still people with leases running out, kids turning 16, needing a winter vehicle and having vehicles break down. These are not the people that direct marketing stirs to action. If they get a piece from you during this time that increases the likelihood they'll shop at your dealership instead of others, but it's not going to stimulate them to start the hunt. New buyers So who is the new buyer? People are concerned about their retirements and nest eggs, and just plain how much they are spending these days. Gas seems to have become less of the issue and the general budget at home has taken center stage. So how can the automotive industry help during these struggling times? You can help by getting them into a newer, more efficient vehicle to decrease maintenance. You could hook them up with a more gas friendly car than what they currently have in the driveway.

But really, let's be honest it comes down to a monthly payment. You could help them cut their monthly payments in HALF or more.

Two, three, four years ago for many people a $500-$700 car payment was something that made sense, now all of a sudden it looks crazy. These are the people you can help, and they aren't just the "bottom feeders" these are people with good credit, good jobs, and possibly even some cash down. These are the people that are reasonable & responsible that are realizing a BMW isn't as important as some cash in the bank for security. At Tri-Auto we're very focused on keeping up with the times and marketing to TODAY's customer. We just came out with our "Bail Out" piece that focuses on how you are helping "bail out Main Street while the government bails out Wall Street." If you want to check it out let me know. Otherwise, just be sure you are changing your marketing as quickly as the times are--it IS possible to "stir the market" with the RIGHT message.

The Direct Mail Diva has launched!

Hello everyone- Today Tri-Auto sent out an email promoting the blog. This is the first time it's really been out there for the world to see. I'd love to hear your comments and responses on the past entries and also what challenges you are having with your direct mail programs. Here's your chance for some free consulting and ideas! I really appreciate you stopping by. I update 3-4 times a week so please come back often as the topics are typically very timely to what's going on in the market. Have a great day!