Text Messaging & YOU

I have a confession to make. As a company we rolled out Text Messaging services about six months ago, and honestly I haven't talked to more than 5 dealers total about it. Sure, it sounds sexy to talk about adding a text messaging campaign to your current marketing plan, but I wasn't sold on how it can actually help dealers - and if I don't think it will help, I'm not going to offer it.

That is, until recently. Our Marketing Director has sent me over several case studies on how texting has brought in a ton of great leads for dealers (you can check them out here and here). In addition to these, real life examples of success I'm learning about the other applications and how this can fit into a long term strategy for dealers.

Here's the 20,000 foot view on what adding Text Messaging to your campaigns can do - I'll blog later on the week with more specific ideas.

1. Communicate with your customers the way they want to be communicated to. Think about even in your personal life - when people want to get a hold of you do they call, email, text, hit you up on Facebook? Your public is the same way. Texting gives them one more, convenient method to contact your store, and receive marketing messages from you.

2. Build a database for the future. When we add an offer to one of your current marketing campaigns "Text to win," "Text for a $15 oil change," etc. anyone who texts in to receive the offer is also "opting in" to receive future texts from you. As you build a database of people who has opted in you'll be able to start sending outbound messages to those folks with additional service & sales offers.

3. Offer something new in your market. Very few companies in general have hopped on the texting bandwagon, and even fewer dealers are in the game. This is an inexpensive opportunity to be one of the first in the market to offer this type of marketing.

4. Work texting into the advertising you're already paying for - TV, Radio, Mail, Billboard, etc. Click here to listen to a radio campaign with texting!

Toyota Recall Opportunities

I probably should have blogged on this last Friday, but better late than never!

As everyone now knows the domestic manufacturers are trying to capture market share from industry giant, Toyota, as they struggle through the current recall situation. This is proving to be a marketing opportunity for both Toyota dealers and those franchises that are offering incentives to Toyota owners. So how can you capitalize? 

Toyota Dealers
Yes, it seems strange to think of this as an "opportunity" and, let's be honest, it's not the type of opportunity you hope for - but why not take advantage anyway?

• Get your message straight. How is your dealership handling the recalls? What are you saying to customers that call in upset or scared? Figure out what your response is to this challenge and make sure everyone in the store knows it.
• This is a perfect time for text messaging! Consumer have to "opt in" to receive texts from your dealership - and right now they want to hear from you! Include a text message in all your marketing right now - "Text TOYOTA to 5555 for up to date information on the recall" or "TEXT TOYOTA to 5555 to hear about our exclusive incentives for our loyal customers" for example. You'll be reaching out to your customers, keeping them in the loop, AND building your text messaging pipeline for future sales and service offers.
• Show your customers you are still there for them. I've honestly been really shocked at the way Toyota has handled this on a corporate level. There should be more dialog between the vehicle owners and the company - even though corporate isn't doing this, you can. Send out a letter to all your customers. Be up front with them about where you are and what you're doing to be sure they are taken care of. Why not go ahead and throw in a sales and service offer while you have their attention?
• Set up a landing page. A landing page is like a mini website, and for many dealers it's much easier to put up a landing page versus overhauling their entire website. Get the page set up with what you know now concerning Toyota's response to the recall, include your own dealership response as well. Then include this website on all your marketing directing questions there.
• Create a PR position for the near future. Who in the dealership is excellent with customer service and very good at listening to people? Give them all the info and make them the "go to" person for any customer calls or questions regarding all things Toyota right now.

 Domestic Dealers with National Incentives

• Get the word out! The media has decided not to make a big deal out of the current incentives for Toyota owners you guys are able to offer. Include it in all your marketing and make it easy to understand. Katy and I were just working on disclaimers for one manufacturer and it confused us even when it was typed out in black and white.
• Add your own incentives to differentiate. Extend the $1,000 to used cars (if this is legal in your state) or throw an extra $500 on the new car deals. You've done the first step of educating the consumer on the manufacturers incentives - now give them a reason to take advantage of them at your store!
• Target owners of the vehicles you are able to give incentives on. This varies by manufacturer, obviously, but send mailers to those that qualify for the program.  Email us to find out how many names are in your market.
• Send the right message - don't be vultures.

We have mailers ready to go for these situations.  Give me a call at 317-644-5729 or shoot us an email.  The window for all this marketing is very short, get on it this week!

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.