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Home Forums Marketing For Auto Repair Shops Direct Mail Marketing Guidelines (FREE Sample Document from Premium Member Area)

  • Direct Mail Marketing Guidelines (FREE Sample Document from Premium Member Area)

    Posted by AMN Admin on October 2, 2021 at 11:00 am

    DIRECT MAIL GUIDELINES:

    *Price discounts and coupon options:
     $___ off any service
     Gift certificate coordinated with the holiday:
     New Year, Groundhog Day, Valentine’s Day, President’s Day, St. Patrick’s Day, spring begins, spring
    break, Mother’s Day, Armed Forces Day, Memorial Day, Flag Day, Father’s Day, summer begins, July
    4th, Labor Day, Grandparent’s Day, Patriot Day, Fall begins, Columbus Day, Halloween, Election Day,
    Veteran’s Day, Thanksgiving, Winter begins, Christmas.
     Gift certificate coordinated with thank you card.
     Repeat same offer multiple times.
     For specific offers:
     Include benefits why to perform this service.
     Special price competitive, but not to appear too cheap.
     Multiple specials to choose from on each offer.

    *Targeted customer parameters:
     Income above $___K per year.
     Car buyers, not leasers.
     Bought the last car at least 2-3 years ago.

    *Mailer type:
     Standard-size postcard.
     Glossy high-quality paper.
     High-quality printing, photos, artwork.

    *Photos, artwork options:
     Shop.
     Staff.
     Fun, cute, attention-grabbing artwork.

    *Map:
     Simple, clear.
     Landmarks.

    *Message (what is the benefit?) options:
     Fixed right the first time.
     ASE certified, experienced technicians.
     The right high-tech equipment.
     After-hours drop off.
     Mention shop awards.
     In business since 19__.
     Warranty.
     Service for ____-____ (years) cars and trucks.
     Car makes we service: _____ _____ _____.

    *Specific services we offer (what is the benefit?):
     Mention, describe certain services.

    *Expiration date options:
     None for $ off.
     Long if no hurry.
     Short if want them in now.

    *Frequency:
     At least 3 times to each household.
     Repeat to same households every 1-4 weeks, at least once a month.

    *Response goals:
     3% slow times of the year, 5% busy times of the year.

    *Areas to mail to:
     Narrowly targeted, zip codes: ______ _____ ______.
     Where people will find us convenient.
     People who work nearby.
     People who live nearby.
     People who pass close by on way to work.

    *Motto or slogan (what is the benefit?)
     ____________________________________

    *Transportation assistance options:
     Shuttle.
     Loaners.
     Rentals.
     Pick up and delivery.
     Rides.

    *Mail type:
     Bulk.

    *Research 20-30 current best customers to find why they come here, options:
     Use consultant.
     Call them ourselves.

    *Timing of mailer (see first item above):
     Vacations.
     College trips.
     Holidays.
     Season changes.

    *Tracking:
     Develop a system, spreadsheet.
     Management system.
     Car make, car year, RO $, new or existing customer, zip code (area, street), mileage.

    *Plan to retain them once here:
     Develop a system, quick survey, what do they want/not want?

    *Survey them to see how we did:
     Develop a system, good/bad?

    *Spread out the mailings:
     Use a weekly schedule (not large bunches once a month).

    *Mention key parts brands that we use
    *Web site and email address included

    AMN Admin replied 2 years, 5 months ago 1 Member · 0 Replies
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