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Direct mail is crucial to the marketing efforts of car dealerships,
and a recent Polk Auto Trend Survey at the 2002 National Automobile
Dealers Association (NADA) convention proves the point. When car
dealers were asked "What ad media are used in your dealership?,"
direct mail was utilized by a whopping 90% of the dealers surveyed.
It was the #2 media selected by car dealers, falling slightly behind
newspaper which garnered close to 100%.
Auto dealers were then asked "Which media provides you with the
highest ROI?" and once again, Automotive Direct Mail garnered the
#2 position.
The answer: Send your customers a newsletter, at least quarterly.
Sending your customers a newsletter is simply the fastest, easiest
and most economical method of communicating with a large audience
on a regular basis. The proper newsletter not only positions your
company as helpful, caring and a cut above the competition, but
also gives you the perfect forum for cross-selling or up-selling
your products and services.
Think you can't afford it? Think again. Lost business from customer
ignorance or defection is costing you far more than the cost of
a newsletter. And when you consider a newsletter can have a return
of 10's or even 100 times the investment, it should be a top line
investment for any company fortunate enough to have their customer's
mailing address.
But it has to be the right kind of customer newsletter, one geared
to the customer's needs, wants and desires. One that makes them
feel special and gives them quantifiable reasons to do business
with your company instead of the competition. A newsletter with
an editorial outline designed to meet specific communication objectives.
The fastest way to increased profits begins with your current
customers, and The Newsletter Company can get your project off
the ground. Email us
or call (800) 828-7198.
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