Josh Davis
Forum Replies Created
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Hi Jim,
Josh from Mail Shark here. With regards to your question, both carrier route mailings, where you mail to everyone in a specific area and specific targeted vehicle mailings work.
I think the question comes down to what you are looking to accomplish. Are you looking to increase car count in general or are you looking to just bring in specific makes and models?
If you are looking to increase car count in general than my recommendation is to do a carrier route mailing. As you mentioned above the cost is significantly less than a targeted vehicle list mailing. The reason being, is the cost of postage and the cost of the targeted vehicle lists are much higher than the standard carrier route mailings & lists. Therefore, you are able to target more prospects with the same budget.
However, if you just want to only bring in specific makes/models than the targeted vehicle list mailing is the appropriate route. That said, a large portion of the success of this type of campaign has to do with the quality of your list. Specific car information is not available through the DMV. This information comes from multiple self-reported sources and all list providers data is not created equal.
I highly suggest reading this short blog post below that explains exactly what you need to know and gives what to Ask Before Buying a Targeted Vehicle Mailing List.
https://www.themailshark.com/resources/blog/where-targeted-auto-lists-come-from/
With regards to what works best, that also depends who you ask. What I can tell you is that direct mail is highly effective when done properly. What does done properly mean? Here are a few of the variables that will have an impact on your direct mail response rates.
1. You strategically choose the best mailing area (Below is an article that explains how)
https://www.themailshark.com/resources/blog/defining-your-auto-repair-shops-target-market/
2. You remove addresses that may be less than desirable from your list.
3. You consider removing your current customers from your mailing if in fact you are looking to do a new customer acquisition mailer.
4. You have the right creative with the right messaging and offers. This is something that many miss the mark on and is arguably one of the most important keys to the success of your marketing
5. You have the right strategy of targeting prospects more than one (Below is an article that explains the concept of frequency and reach)
6. You understand how to track your response rate not only thought call tracking but most importantly through the use of a match back report that compares new customers to the mailing list. Many customers don’t call directly from the mailer. Many will go online read reviews and call from your website or the number shown on google, etc.
7. You understand and have a realistic expectation regarding ROI. Below you will find a link to a Direct Mail ROI article as well as Case Study showing the results from an auto repair shop
https://www.themailshark.com/resources/calculators/auto-roi-calculator/
There is much more involved than what is stated above, but hopefully gives you a bit more transparency to some of the important topics that need consideration.
If you have any questions or would like to discuss some of these topics, I am always available.
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I got home today and received a piece of mail from BMW that i wanted to share. The first thing i noticed was their use of a QR code to schedule an appointment. What i thought was most interesting from this ad was that they really took their time to explain their CTA with specific steps 1-3. What this says to me is YES, BMW sees the value of utilizing QR codes, but without clear instructions on how to take action, the consumer may be confused.
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That is an extremely bold and false statement that no other marketing channels such as direct mail, SEO, PPC, etc. generate good leads and a healthy ROI. This is easily disproven with facts and real results. I have personally tracked the results on direct mail campaigns and when dont properly generate new customers and the ROI to match. How about the facts from a real shop owner from an article in Ratchet+Wrench June Edition.
5 Common Misconceptions about Direct Mail
June 24, 2019
For several years, OneWay Automotive Service relied on word-of-mouth as its primary means of marketing.“My marketing was opening the garage doors, putting a sign on the building, and having my daughter out front with free donuts and coffee,” says Matt Hoage, owner and operator of the shop in Ardmore, Oklahoma.
After saying goodbye to $3,000 with another company’s poor marketing campaign, Hoage knew there had to be a better way. Then, the crisp corner fin of a Mail Shark ad swam through his mail pile and everything changed.
The mailer was on thick stock and was crisp, vivid and simple. Hoage contacted Mail Shark and soon a new marketing campaign was formed for OneWay.
“I wouldn’t do it any other way,” Hoage says.
In his own words, Hoage outlines the benefits of a direct mail marketing campaign with Mail Shark and lays to rest some common misconceptions about direct mail in today’s crowded market.
Myth: Direct mail has poor response rates and can’t help you get new customers or retain existing ones.
Definitely false. The responses I’ve gotten have been overwhelming. Between my own ideas and Mail Shark’s collaboration, the pieces are extremely attractive. Mail Shark is constantly able to work and change on a dime. As a piece gets sent out, people who come through the door love it. I always hear, “It’s attractive, it got my attention and the pictures and colors are crisp.”
As a business owner, I’m always concerned about retention. I’ve gotten responses from people who weren’t customers and decided to come in due to a simple glance at the mailer.
Mail Shark is versatile and wants to contribute. I like the idea that we’re marketing to the same routes multiple times with different pieces. Every piece is different—larger, smaller, magnet, scratch-off. They provide mixed media to stimulate potential customers who may get multiple pieces that appeal to them through size, texture and tone.
We’ve done flyers and postcards; currently we’re doing a magnet with a calendar and coupons on thick card stock. Some of our pieces even feature a scratch-off coupon. People can throw it in their briefcases, backpacks, purses or put it in their car so it’s there when they need it.
Sub 1
Myth: Direct mail is boring and doesn’t engage recipients the way digital advertising can.
Working with Mail Shark and knowing who you’re going to market to has been a huge asset. You’re reaching the right demographic. Because the mail is so unique (size, stock and quality), there’s no question that it will be seen. It’s not your typical throw-it-in-the-trash piece. The response has been great.
The other aspect is that it’s tangible—it’s something people can touch and see. Scrolling Facebook, for example, you skip most ads instantly. Our direct-mail pieces are more in-depth than a social media or a Google ad. We do that as well, but our mailers will sit on clients’ counters or on their dashboards. I can even ask my customers if they have their coupon, and if it’s in their car. “Yes,” they’ll say, and now they’re enjoying additional savings and thanking me for reminding them.
Myth: You don’t need a coupon strategy and it doesn’t matter which coupons you send to prospects.
Casting a wide net helps catch the widest audience. We offer a cheap oil change, for example, just to get people’s attention. We don’t want to come across like Pep Boys or Jiffy Lube, but the reality is that people want a deal—they want to feel valued. We’ve offered inexpensive oil changes to garner attention and get people through the door. The coupons really do get people’s attention. If you can’t capture them after that, you shouldn’t be in business!
Myth: Only a small niche group of businesses can benefit from using direct mail marketing.
If there’s a niche market, automotive is definitely one of them. It’s known that direct-mail marketing is one of the most effective ways of marketing for automotive repair. Dealerships do it, and if it didn’t work, why would they? As independents, we need to get on the bandwagon and understand this is what’s working. If you’re not using direct mail, you’re missing the opportunity for new customers.
Myth: You have to handle every aspect of your direct mail campaign on your own (design, print, mail, etc.).
I’ll answer this one with a story. A few years ago I was affiliated with a different marketing company. You should create your own campaigns, they said—we’ll help design them, and you can print them and mail them on your own. It failed, and I waited two years to do anything because physically and mentally I didn’t have the stamina, time, and resources to try again. I lost the opportunity to gain a stronger business faster because I thought I had to do it myself.
With Mail Shark, the only thing I have to do is look at an email and say “yes” or “no.” It’s rare that a phone call is necessary, but if it is, it’s easy. Because of Mail Shark, I’ve lessened the amount of stress on myself and gained the customers I wanted to gain for the last three years—all within the last six months.
I have two dedicated reps who really make me comfortable. It’s been great. Sarah, my account specialist, is positive and ready to work. My sales rep, Derek, is thorough and attentive to my needs. Anytime I call him, I get a response immediately. He follows through with everything and makes it happen for me. I’ve had the chance to talk with the executive vice president of sales, Josh Davis, multiple times. He’s interested in what we do—we once spent 45 minutes on the phone to talk about evolving the company and how he can help me.
Within a metro area, this kind of campaign also helps separate yourself from the competition. I’m one of the only shops in the community making a difference as far as marketing goes.
If I have the opportunity to help independents, I’ll share any knowledge I have. And if shops hesitate on direct mail, they’re wasting time. They need to give it a chance and commit themselves to three to six months of direct mail before they decide whether or not it’s working.
If you’re not doing it, do it. You can trust Mail Shark.
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Hi Larry,
Thanks for the feedback, much appreciated.
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Larry, this is great. I will always remember my first sales job where they beat into our heads the adage, Features Tell & Benefits Sell. If your customers don’t understand how they are going to benefit from your product or service, they more than likely will not purchase your product/services.
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I couldn’t agree more. Call tracking is a very minimal expense that provides transparency into who is reacting to your advertisements. I adamantly suggest it on all direct mail campaigns unless you are a quick lube shop, etc. where customers just show up for service without calling.
The other great thing about the call tracking is that you are able to go back and listen to the calls on demand. This is great for shop owners to be able to use as a training tool, but it will also keep your staff on their toes when they know they are being monitored.
It’s certainly not an end all be all as customers can still just show up without calling but it is one of the strongest tools you can use to track your marketing efforts.
One last recommendation is to make sure that you have your call tracking provider use a local number that matches up your area code so that prospects don’t feel that they are calling some far away land.
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Hi Larry,
Thanks for the reply and thanks for sharing that story. Glad to see all your extra efforts and hard work pay off.
Josh
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Wow Alan, now that is a first. I have never heard of anyone buying a list of traffic offenders to obtain vehicle info. I love the outside of the box thinking. Maybe you can freelance as private investigator in your free time, haha. Thanks for the info.
Josh
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Hi Larry, Thanks for your reply. My post was intended to be specific to data regarding vehicle makes, models, etc. and then appending them back to a specific physical address that can be used to target with direct mail so thanks for clearing the air about other specifics that are available to the public from the DMV upon request.
That said, I certainly agree with you that your advertising dollars and efforts are best spent on google AdWords, local seo and a sharp website of course. Direct mail isn’t a good resource to target prospects for transmission issues as you are fully aware.
I also couldn’t agree more regarding your thoughts on converting leads into appointments. We utilize call tracking on our direct mail campaigns which of course allows us to listen to the phone calls as well and boy oh boy, I cringe when listening to some of these calls. I heard a call last week where the service advisor asked the client his name. The client was a bit old and it almost seemed like he didn’t hear the question and went ahead and asked the service advisor a question about his vehicle and the service advisor said “excuse me, I was talking?” Talk about losing a potential repair order in a split second. Spending money to acquire leads and not effectively converting the lead to an appointment is certainly not the outcome any owner/manager is looking for. This also of course pains me as a marketer because we did our job to drive the lead and the marketing worked, however, the deal could not be converted.
In summation, if I were to continue with your list and add a third most important thing not only a shop owner but any business owners/managers should spend their time on, is client retention. Communication after the service or sales, not only over the short term but over the long term is extremely important in my opinion and critical to retain clients as repeat and lifelong customers.
Thanks, Josh
