Cash For Clunkers Mailers are Here

I've received more phone calls the past two weeks than ever before...and everyone is talking about Clunkers! There seem to be two ideas when it comes to promoting this program and we've got you covered on both fronts. Shoot me an email or give me a call and we'll get things started.

Cash for Clunkers Mailer Philosophy #1
We've heard: "I want to take advantage of the media attention over this program and increase traffic to my store. It's important that people know we are participating in this program. I'm less concerned about actually taking in clunkers, and more concerned about overall traffic increase-but we'll take those deals as easy as the rest!"

We're suggesting: One of our tried and true event type mailers that has several strong mentions on the program and how it works--why? We know they work & they are saturation so you're getting the message out to your market.

Cash for Clunkers Mailer Philosophy #2
We've heard: "We're really excited about the Clunkers bill and think it will increase sales for us. We want to aggressively target people who qualify for the program and bring them in to make sure we get their Clunkers business over everyone else in the market."

We're suggesting: A targeted, personalized letter, complete with a personal website to a highly targeted list of people who own vehicle that qualify and are worth the same or less than the $4,500 credit. Using this approach you are weeding out those that have no interest in the program and shooting where the ducks are flying.

If you fall into one of these categories let us know and we can talk about what might make sense for you.

Credit Websites

What is a credit website?


At Tri Auto we own several domains that we use on mailers. The purpose of these websites is to collect credit applications for the dealers we work with throughout their sales. Check out one of the sites for yourself: http://www.getfastcredit.com/



How do they work?

1. The customer will go to the site and fill out their credit information.


2. When they click "submit" they authorize the dealership to pull their credit record.


3. The lead is then sent to the specified contact(s) at the dealership.


4. The dealership contact can then pull a credit report and find an appropriate vehicle before calling them back to follow up.

Why would I use a credit website?

• We find the simple nature of these sites produce more credit leads than sending people to the dealership's website. It's quick & simple and no one has to search for the credit application page.


• Many people feel more comfortable filling out credit info in the privacy of their own home, they also know you know their history before calling them--which takes any awkward feelings out of he phone conversation.


• People want to communicate in the ways they feel most comfortable-some like to come in, others will call, and this gives those that prefer the Internet an option to contact you.
  
• Why wouldn't you? It just creates more leads from your marketing!
  

Example of a credit lead:

Toll Free Tracking Phone Numbers

What does "toll free tracking phone number" mean when you see it on a quote or purchase order from us?

Here's the quick story on it:

• It's an 800 number that is linked to your main line in the dealership
• Calls still ring in to your store just as they would if the person dialed the local number, except there is a quick "this call could be recorded or monitored for training purposes" before someone picks up.
• All call ins to this number are then recorded on our call tracking website so you can listen to them later for training or to seek out missed opportunities.
• Data on the person calling in is also recorded (much like caller ID) on the website so you can contact them back if it makes sense.

For additional info on these magic tracking phone number see the info below:

• Viewing call history online
• Why dealers should use call tracking
• Tracking your marketing
• Phone Tips for Event Sales

Reputable Mail Companies-How to Find Them

Many of the dealers I work with have told me lately that they've received more sales calls regarding direct mail lately than ever before. Automotive Direct Marketing providers are directly linked to the Automotive Industry, so we, like you have seen the impact on our businesses.

As much as I would love it if everyone who read this blog contacted me for their mail needs, I also realize some of you are just trying to figure out who is legit in this game and who isn't. Here are just a few red flags and questions to ask to separate the quality from the...not.

How long have they been in business? and How long have they been in business under their current name?

There are a lot of businesses that have "closed" under AG scrutiny & lawsuits and have reopened under new names. The names have changed but the people haven't.

What's the level of professionalism with this company?

If they don't have a website, or any marketing material, or even a solid address--any or all of these could be a red flag. Professional companies have marketing collateral, samples, desks and a website. That's not to say that some professional companies aren't smaller and may have fewer resources than some of the big boys--but taking the time to do a little research in this area is time well spent.

How do they feel about providing you with postal verification?

Some companies try to get around sending postal documentation to their customers. These are your basic documents from the post office that says how much mail was sent and how much money was paid in postage. If they are strange about providing these up front-that's probably not good.

Where do they fall on the price line?

I know you don't want to hear this but cheaper isn't always better. If they are considerably less expensive than anyone else you've spoken to, ask more questions. With the economy like it is some companies are truly just trying to stay in business--for some that could mean selling their product at cost to keep people & machines working, for others that could mean telling you 30,000 pieces of mail are being sent out and sending out 10,000.

Have they challenged any of your ideas?

You know cars. I know mail, and so do some other mail professionals. Those of us that do this to help dealers are not afraid to tell you when we feel something is a bad idea or to suggest something different to help increase your results. We don't do this to be know it alls-we do it to assist you. It's your choice if you want to listen to us :) Beware the mail company that doesn't have any insights to share. They may only be in it for one sale and one pay day.

What does your gut tell you?
Intuition is our best friend when it comes to things like this. If you don't trust the person on the other end of the phone (or on the other side of your desk), why would you hand them a check? If something doesn't feel quite right it probably isn't.

There are many, reputable, quality mail providers out there. Go with someone that has a proven track record, industry knowledge and plenty of references for you to contact.

This post is intended to educate. By no means am I implying a company that falls into one or more of these categories is practicing illegal or immoral business. This isn't directed at any particular company-please don't send me hate mail :) Thank you!

C.A.R.S. or Clunkers update :)

How disappointing, this idea took off with so much momentum when it was passed into law and now it's come to a screeching halt as the details are ironed out! There is a silver lining though--this minor delay has allowed us the time to put together a fantastic mailing list to promote the C.A.R.S. or Cash for Clunkers program.

You can now send a personalized mailer to people that own vehicles that meet the criteria, they are:

• Vehicles that fall into the correct age category
• Vehicles that with the correct mpg rating
• Vehicles that according to Edmond's should be worth $4,500 or less

Variations on the actual data are also available. Let me know if you'd like a list count to see how many people are in your market for a program like this. I hope all your months are closing out well!

Stephanie Thompson Intro

Hey all-so yes I thought I'd do a quick Q & A with myself as I haven't done anything in a long time introducing myself. As you can imagine this was a really fantastic interview!

Stephanie Thompson

The Direct Mail Diva

Q. Just what makes you the Diva of Direct Mail?

A. I've been consulting dealers here at Tri Auto for the past 5 years. During that time I've literally worked with well over 200 dealers myself. After working on 880 different direct mail campaigns to date I've learned what works and doesn't work. More important than that, is while experiencing markets all over the country I'm in tune with what is helping dealers TODAY. Not six months ago, or worse, 2 years ago.

Q. Where is your favorite place to be?

A. I'm a pretty simple gal. My husband and I really enjoy traveling, but my favorite place is our backyard with Andy, our two four legged girls (yes they are dogs we haven't procreated mutants), and a glass of white wine at sunset.

Q. How do you see this new customer service team making the client's experience even better?

A. I see it helping in so many ways. Now instead of me and Katy part time (in the past she's worked with other reps in addition to me), there are three brains completely devoted to coming up with new ideas and ways to help our dealer partners. On top of that we are all very skilled in different areas so there will always be an expert on hand for whatever the client needs.

Q. How will your role change in the team environment?

A. Honestly not a whole lot. I will continue to consult with clients and dealers who are looking for guidance on direct mail & marketing, along with putting together unique marketing campaigns. Katy will be doing some of the daily communication with clients that I currently handle and Ashley will be helping with our team marketing, and doing initial research for new partners and current clients. Don't worry--I'll still be writing the Diva blog! :)

Q. What was your first job?

A. When I was 13 Mom & Dad informed me if I wanted a car at 16 I'd have to pay for it. That summer I started detasseling corn. I detasseled for close to 10 years-even showing up for a few years during college. A lot of the leadership & sales skills I have now I learned in a corn field "motivating" jr. high kids to put in a full day of work in 100 degree weather.

Katy Peat Intro

Katy and I have been working together since the day she started three years ago. She's always been the go to girl when it comes to zip codes, art changes and all the little details I seem to miss. She's now taking on a new role within our team as she explains below.

Katy Peat

Q. What is your favorite part of working at Tri Auto. I love my co-workers.
A. I enjoy the friendships I’ve made as a result of working here as well as the ability to laugh away stress with some extremely funny people.

Q. Tell us about your first car?
A. My first car was a ‘91 Accord handed down from my mom, to my brother, to me. It was maroon which also happened to be one of my high school’s colors. We’d take “Zippy” to all the football games, decked out with painted windows, window flags, and all my friends in our jerseys.

Q. What will your primary new role on our team be – how is it different than what you were doing?
A. My primary role now will be account management. I’ll will be keeping in touch with our existing client base and consulting on future promotion ideas. The biggest difference for me will be adding in more consulting from the beginning as opposed to now, where I consult after a majority of the decisions have been made.

Q. If you have the day off what are you most likely doing?
A. Spending time with family or friends that live out of town or that I don’t see very much. I’m sure some kind of shopping is involved too!

Q. What do you consider your areas of expertise when it comes to dealer marketing?
A. I stay pretty in tune with what pieces and hooks are working. I will be the first to say, “Don’t take that off” if it’s a hook I feel strongly about. In addition, I understand how important it is to target the right customers in a market, while taking into consideration being able to hit the best zips without constantly hitting the same homes.