Build A Direct Mail Marketing Plan For Your Auto Repair Shop
These days the auto repair shop industry is getting more competitive by the second
. It seems as if new repair shops are opening up on almost every corner. With all the competition, it can be difficult to attract new customers, and many companies turn to direct mail as a way to advertise. For many, this is a great decision as auto repair shop direct mailings have a phenomenal response rate. The simple truth, though, is that you cant simply throw a flyer together and expect great results. A good direct mail marketing plan takes some time and planning.The Greater Marketing Plan
Youve probably already assembled a bigger marketing plan for your shop. Your efforts online, through social media like Facebook and Twitter, and through other media channels like radio and television are all important, and youve likely integrated them into your bigger marketing plan. If you intend to use direct mail, though, it should be part of that plan too.
The Direct Mail Marketing Plan
When it comes to automotive repair shop direct mail, the first step youre going to want to take is to hone your list or lists. Its very possible to have more than one list. In fact, you may have a different list for each of your campaigns. One list may be for your 18-24 demographic, and it might focus on the customization services you offer like neon lights, spoilers, and other accessories. Another list could focus on families, and here you might send out direct mail pieces that emphasize regular check-ups and oil changes. It doesnt matter how many direct mail lists you have, just make certain you know what is what.
In addition to the right lists, your marketing plan should look carefully at timing. Near the holiday season, for example, you may want to send out pieces that talk about winterizing your car to a certain demographic. You could even send out notes about gift cards for the holidays. Near summer travel season, youll want to focus on getting your car ready to hit the road for those long summer trips. Creating an extended plan can help take the hassle out of trying to decide what to send when.
The other major component of your plan should be a way to evaluate your responses. You cant determine of your direct mail campaigns are working if you dont have a way to evaluate and analyze your responses. In some cases, this can be as simple as an Excel spreadsheet. In others, you may want to go with a software program to help. Either way, make certain you know how to look at the analytics involved.
Automotive repair shop direct mail pieces are a great way to increase your customer base, but make certain you do a bit of planning at the outset.
by: Greg Sands