ListAbility's Direct Marketing Blog

Car Repair Shop Triples Business Using Direct Mail Marketing

Posted by Carol Arnold on Wed, Jan 12, 2011 @ 03:04 PM

Auto repair shops benefit from direct mailLarry Riggs of Chief Marketer wrote an article in which he profiled the success that the All-Star Auto Repair has had in utilizing consumer mailing lists and direct mail marketing.

This follows a current trend where increases in spending on direct mail advertising are starting to trickle down to Main Street.  Many small businesses have found that economical postcard mailings have paid dividends in increased business.

Postcard mailing using consumer lists has helped All-Star Auto Repair triple sales to prospects in the surrounding three-mile area.

The January 4, 2011 article by Larry Riggs quotes Bill Buchheit, owner of the Columbia, MO-based car repair shop.

"We wanted to reach those people who are in a three mile radius—that's where 80% of your customers are anyway," says Bill

On average, All-Star sends 12,000 postcards per month to local households with incomes of between $40,000 and $60,000 a year who have been identified as owning at least one car.

The postcards offer such things as oil changes and $20-off coupons for service over $100. The prices change depending on the time of year.

"If it's summer time, I really don't need as many customers," he notes, adding that attracting too many customers might mean his staff of mechanics would get overworked. "In winter I'll drop it down to $19.95 or $17.95, trying to attract more cars."

In the past, All-Star didn't really do any marketing. "I didn't do hardly any advertising," he says. "I thought that referrals were the way to build a business."

Quality accurate mailing listsListAbility, Inc. provides consumer and business mailing lists to businesses of all sizes, from small businesses to the agencies, printers and mail houses who are working on behalf of the companies doing the direct mail marketing.

The Consumer Mail List and Automotive Mailing List are both used to help businesses get the word out to new customers.

For companies who want to use their Facebook presence to attract customers, Listabiltiy offers the Social Networking Mailing List.

This consumer list lets you target active social networkers with a postal campaign to encourage them to visit your pages for special offers. 866-446-2055

Tags: Direct marketing strategy, Marketing in the new economy, automotive marketing

Direct Marketing helping to shape auto buying decisions.

Posted by Carol Arnold on Mon, Nov 22, 2010 @ 12:39 PM

41 percent of respondents saying they look for an American-built car first

A Rasmussen Reports poll fielded this month finds 41 percent of respondents saying they look for an American-built car first when they're in the market for a vehicle. (reported in ADWEEK, Nov 19,2010)

That nearly equals the 44 percent who said they look for "the best possible deal regardless of where it was manufactured." Just 12 percent said they look first for a foreign-built car.

The buy-American constituency has risen significantly since a similar Rasmussen poll in June 2008, when it stood at 32 percent. And the best-possible-deal vote has declined from its June figure of 51 percent.

Direct Mail shaping car buying decisionsThe notion of American-built is not as cut and dry as it used to be. This is where savvy direct marketing comes in.  US automotive factories building foreign-based brands have proliferated over the past decade. While 41 percent of respondents felt that buying these brands are the same as buying American, direct marketing campaigns can be targeted to emphasize the contribution to the economy and US jobs generated by these brands.

Many dealership groups are launching direct mail marketing campaigns utilizing a variety of strategies.   Some of the more successful are targeted to owners of specific vehicle makes or models; others will focus on household demographics to personalize campaigns.

Regardless of the strategy: direct mail continues to be a powerful marketing channel for the automotive industry.

ListAbility offers mailing lists for targeted marketing campaigns specializing in several vertical markets including automotive. Data includes a unique combining of specific automotive ownership and demographic details to fine tune the audience to the best marketing prospects. This targeting is ideal for variable print campaigns.

Tags: Trends in marketing, mailing lists, automotive marketing