By Brad Allen
When it comes to auto sales leads, the most effective form of marketing is direct marketing. Car buyers can be highly motivated with a personalized approach, and direct marketing makes that personalized approach possible.
Attributes of Direct Marketing
Direct marketing holds certain attributes that distinguish it from other forms of advertising campaigns. The characteristics of direct marketing that make it the most effective in case of auto sales are; straightforward communication with the buyers, extremely interactive experience, and personalized marketing messages.
Direct communication to the buyers makes them feel prioritized and special, and this increases their desire to make the purchase. The direct communication can convince the buyers of the sincerity of the company, and it increases the buyers’ loyalty, as well.
Interactive experience engages the buyers in the overall marketing process. In case of auto sales, buyers are able to explore all the features of the vehicle before making the purchase. Buyers can do so either by talking to the representative of the company, by visiting the car showroom, or by visiting the interactive website of the company. In this way, the buyer is personally involved, and it strengthens the bond between the buyer and the company, making customers more inclined towards purchases.
Personalized marketing messages grab the attention of the buyers in a very short span of time. In case of other means of marketing, buyers may not attend to the marketing messages because they are of a general nature. However, with personalized messages, buyers will instinctively attend to the message and they will be personally involved in them.
The nature of this type of advertising campaigns allows for great diversity of channels to reach out to buyers; customers can be reached directly through cell phone, email, text messaging, or sales letters customized for each buyer, allowing companies to provide personalized marketing experience to each of their valued, existing customers or potential buyers.
Objectives of Direct Marketing
The main objective of direct marketing is the same as any other method of marketing i.e. to create awareness among the customers regarding a product and to create a desire to make a purchase. However, the additional objectives of direct marketing are to drive the customers towards a specific action and to acquire measurable responses from customers.
In other means of marketing, the responses of customers cannot be tracked; however, in case of direct marketing, customer responses are readily available. In case of auto sales, this marketing approach makes it easier for the company to determine the acceptability of the vehicles among the targeted customers.
Prerequisites for Direct Marketing
There is no doubt in the fact that direct marketing is highly effective in case of auto sales, but it must also be noted that direct marketing requires a significant amount of information. Since direct marketing is customer focused, the company needs various aspects of customer information in order to conduct direct marketing effectively. The major information includes; auto buyers lists, email addresses, phone number, postal addresses, and fax numbers.
The above mentioned information requires a widespread research which can be both costly and time consuming. However, acquiring auto buyer lists with the essential customer information can give the companies a highly effective edge in direct marketing. Such lists will eliminate the requirement for companies to conduct independent research to collect buyer information and to short list the potential buyers. Auto buyer lists also make it rather cost and time efficient to segment their markets; the lists are stratified in accordance with the preferences of the buyers thus making it simpler for companies to direct their marketing messages towards customer who represent higher potential. Thus, companies can directly contact the buyers that are deemed feasible for a particular vehicle. Buyers can also be encouraged to make a purchase, by learning about the best car finance rates available in the market. Buyers can also be motivated to make a purchase by making them aware about the options that allow them to get cars loans with a bad credit history.
Thus, direct marketing helps the companies engage buyers in the marketing process and increase their auto sales. It also helps the companies encourage buyers to take a suitable action to make the purchase. Therefore, it can be concluded that direct marketing is highly effective in case of auto sales.
Brad Allen is the President of ProMarketing Leads and has been advising clients on how to increase their marketing lead flow for the last several years, visit his Google Profile to see other topics Brad has written about.