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Automotive Direct Mail Marketing

"Greetings from all of us at Budget Direct Mail"

By Tom Williams

2007 year-end statements are either done, or having final adjustments made to them. 2008 budgets are complete and being reviewed. Taxes are paid. Marketing plans are being tweaked.

So how do you feel business will be for you and your company in 2008, compared to 2007?

Remember the old adage “If you do what you have always done, then you will get what you have always gotten”?

If 2007 was as good as you could have hoped for, then you may be tempted to do the same things you did in 2007 , expecting similar results. That may be a mistake. Why? Because 2008 will be a more challenging year than 2007. You have heard all of the predictions and the mention of the “R” word, recession . Well in our business we always have lots of stores in a recession, all the time, because they are not aggressive and keep waiting for the “factory” to send customers their way. Those stores almost always end up in a depression or worse, before they wake up .

If 2007 wasn't as good as you thought it should have been, then what are you going to do differently in 2008?

Are you going to wait until Spring to get aggressive and start marketing? Are you going to wait to see what the new programs are? Are you going to wait for the economy to get better? Are you going to wait until you have a stronger sales team? If so, you may be waiting a long time and then it may be too late. You may wake up and realize your competition has all of “your” business and your best salespeople are leaving to go to work for them.

How do you avoid many of these angst?

By looking at your daily, weekly and monthly “up” counts. If you have enough “ups”, then you have opportunity and if you have enough opportunity, then you have the potential to succeed and we all want and need to succeed.

Some people say that direct mail only drives mooches, deadbeats, tire kickers, and the like, into their dealership. If that were true, dealers would have stopped using direct mail a long time ago, rather than using it in record numbers lately, while outselling their competition.

Are all “ups” created equal?

No, but I believe that activity begets activity. In twenty plus years, I haven't seen anyone who can look at an “up” and accurately predict if that “up” is a ready, willing and able buyer.

Too much traffic can be a problem, but wouldn't you like to have that problem, rather than an empty showroom?

You deserve the opportunity to succeed. Call your direct mail professional right away and start driving traffic to your dealership-right now!

To learn more about Tom Williams or Budget Direct Mail Inc. Visit www.budgetdirectmail.com or call (317)780-8236 or Email Tom: twillie304@gmail.com