Posted by Brian Berg Google+
Many auto dealership marketing experts deduce that consumers who are engaged in the early process of researching a new car purchase are persuaded by traditional media such as from an automobile mailing list at the onset of their buying decisions, because radio, television, and direct mail formats are designed to interrupt people during their preliminary thought process and subliminally make their way into the sub-conscious mind. All of this is taking place before the buyer even realizes they want a new car.
This all sounds pre-meditated, and that is what advertising is all about, making an impact on consumers and persuading them to go in a certain direction, to buy a certain product, before they have even considered a need or desire for that advertised product or service, placing them at the top of the sales funnel.
Auto Dealership marketing is best suited when used in traditional media advertising such as an automobile mailing list, where it is significantly more important to have a memorable call-to-action and response tool, than say in paid search ads or social media promotional campaigns. Reports continue to come out that traditional media is in fact not dead, and that specifically businesses view traditional advertising channels like TV, radio, and outdoor as “excellent” and “extraordinary” at promoting their businesses.
For many years many auto dealers have improved their advertising response rates to TV and radio campaigns simply by encouraging their customers to call into their dealership using a “vanity” number. They continue to do this, despite the prevalence of digital media because they have proven to themselves over the years that a live conversation with a customer is far more impactful on their sales performance than an email exchange, a live chat, or a social media interaction.
Why? Because the simple premise continues to remain true to this day: as consumers, we want to have a personal interaction with a company, especially when making a $30,000, $50,000 or higher investment that will be with us for many years.
There is a reason auto dealers are continuing to spend the majority of their ad budgets on traditional media. Not only is direct mail a more attractive way to present cars for a start it is a way to speak to the car buyer before they may even know they want to buy a car! It is a powerful, visual, emotional way to intrude into their psyche and make those first impressions with a brand, and persuade them to call your dealership and start forming a personal connection, which will give your sales team the opportunity to lead them further down the sales funnel and into a new vehicle.
To discuss all your auto dealership marketing needs, contact a member of the data team at BB Direct by calling (866) 501-6273.