Larry 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."
ListAbility, 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.