The Power of Personal Communications in Automotive Marketing

When was the last time you were in the airport?

Did you have a lot of personal communication? Did you see people speaking with one another, laughing, conversing and seemingly having a great time?

Our guess is probably not.

Instead, you probably saw people glued to their laptops, iPhones® or smartphones. Today’s consumers are glued to their electronic devices, constantly seeking information in an age where they must have it and have it now.

Because of the diverse demand of consumers’ time, their attention span can be very limited.

In order to participate in this quick game, you need to be invited to communicate with the customer. It is important that you are personally invited to their home arena; the consumers’ door must be open to communication with you. The only way that can be done effectively is through a Personal Communications Invitation. When the consumer opts in for you to “Touch Base,” you are being invited to communicate by any number of means: direct mail, e-mails or other correspondences.

When given this opportunity, do not take this invitation lightly: be courteous as to avoid having them opt out. Once invited, utilize that “golden ticket” as an excellent opportunity for ROI potential. When you can get that opportunity to speak to the consumer on a personal level, it’s like they’re saying “I like you and I want to talk to with you about what you can offer me.” When in this position, your Marketing Communications must have:

  • Strategy
  • Target
  • Theme
  • Message
  • Call to Action
  • Urgency
  • Consistency

In my next blog, we’ll delve into the topic of The Art of Acquiring New Automotive Customers.

Happy planning…

~ Paul Ryan, Field Account Manager @ DMEautomotive

Bio: Paul Ryan brings over 25 years of experience in sales, sales management, marketing, and client services. He joined DMEautomotive in February of 2008, as a Regional Territory Manager. With proven success as an inside sales representative selling the FullCircle Solutions’ Bullseye program, he was recognized frequently as Sales Person of the Month and received the highest honor of Sales Person of the Year for 2008. In August of 2009, Paul managed, “Direct-To-Dealer” – Mail Division, responsible for overseeing the sales for the “Direct-To-Dealer” Mail Division. Currently he is traveling in the Midwest as Field Account Manager. Paul graduated with a B.B.A, in Business Administration from Iowa State University in 1982.

› See More: The Power of Personal Communications in Automotive Marketing