At the conclusion of my last blog, I mentioned return on investment (ROI) for your particular targeted direct mail (TDM) pieces. At that time, I presented the following questions for you to mull over:

• Do marketing companies and automotive dealers report results about a particular piece and its effectiveness?
• How many times did your door swing and your cash register ring?
• What activity was created from your TDM piece?

To measure the effectiveness of your TDM piece, it is important to have your “cash register ring” (sales). It is equally important to see how many times your “door swung open” and what you did with that opportunity.

With the assistance of technology, you can track a customer’s response to a particular targeted direct mail piece. More specifically, you will be able to accurately gauge what actions your customer took when they received your TDM piece and what your dealership did to take advantage of that particular activity. Having this information at your fingertips can be a valuable asset in potential sales and service lists for the future.

Let’s take a look at some of those reports that could create new revenue and break them down:

• Potential Sales
• Potential Service Repair Orders
• Website Activity

Potential Sales

In the potential sales category, you have to ask yourself the following questions for a good measure of your data:

• Did a client receive your TDM and go to your website to research “New Car Inventory”? “Used Car Inventory”?
• Did the customer call in to inquire about a particular vehicle? In other words, were you able to define what category (news/used cars) for the customer was calling about?

Potential Service Repair Orders

In the potential service repair orders class, you have to ask yourself the following questions for a good evaluation of your data:

• Did your client receive your TDM and go to your website to research “Service Department”?
• Did they go to your website to research “Warranty Work”?
• Did the customer research “Extended Warranties”? Or “Tires”?
• Did they call your dealership to inquire about service and were you able to track their call? In other words, were you able to define what category your customer was calling about for your data collection?

Website Activity

In your website’s activity database, you must be able to ask and answer the following questions to be able to get a good understanding of your TDM:

• Do you know who is going to your website?
• Do you know who is navigating around your home, new inventory, specials, service department, schedule appointments, used inventory, etc. pages?
• Are you tracking, analyzing and reporting this website activity to uncover the potential “low hanging fruit” (i.e. the opportunities for sale and able to turn them into quick sales) lists of customers that have done business with you in the past?

With today’s technology, you’re capable of tracking just about everything! Take a look at your customer mail list, analyze what they did and plan what they’re potentially going to do next. From your reports, compile your lists for Potential Sales and Service customers.

The good news is you’re able to keep all the accumulated data in order by using the technology provided by your marketing company. By doing so, you can just about track anything, including the ability to create a report or list, and frame it the way you want.

In my next blog, we will dive into the Strategy for TDM.

Happy planning…

~ Paul Ryan, Field Account Manager @ DMEautomotive


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.

Note: Post originally located at DMEautomotive's Direct Marketing Expert Blog.

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