This is Not Sexy

The daily, unromantic grind of sourcing and analyzing data to build products for marketing is not sexy.

The tediousness, testing, tweaking, then deleting and starting again in the quest to find the right formula is definitely not sexy

But when you do find the right formula the results are very sexy.

Unfortunately, many marketing companies want to skip the hard work, ignore the “down in the trenches” effort that is needed to create great products, and settle for mediocre campaign results because complacency has taken over.

Eventually, if you continue with the status quo, you will be left behind.

Here are a couple questions to ask yourself about your data company to find out if they are a good fit for your business’ future.

  1. Is your data company creating new solutions?

Most companies take the easy way and don’t invest in research or new products. They rely instead on the easy plug and play answer:

  • Buy and resell data as cheap as possible
  • Plug this data into a template
  • Hope the customers run to your door (or website)

The process of testing data until you find the right formula, by definition, includes failures along the way.  Our current marketing environment does not want to acknowledge this.  True – isn’t it? (call about our Dealer Elite Selections that are customized for your dealership)

  1. Is your data company claiming market conditions as their success?

This is a tougher question to answer, but it’s important. For example, the last few years have been the “car buying party”, allowing many data companies to hide behind results that were due to an environment where just about anybody could buy a car.  It was an environment that covered a lot of ‘data sins’.

We all know that car buying trends are changing.  Car loans are longer, higher interest, and coupled with faster depreciation.  The “party” is over.

Data matters now more than ever.

This is the critical time to ensure that your data company provides the data and insights into the best selections that match your marketing messaging.  Data that is processed through hundreds of business rules for results that drive better marketing.

It’s quality, not just quantity, that will lead you to marketing success.

Contact Us to find out about our current promotion through February 2018: CARS Data plus Black Book Value appends.*

*Must inquire about the promotion to be eligible. Offer valid on orders placed after inquiry through February 28, 2018

This Message is Simple

Data drives the most expensive part of your marketing…

Let me say that again slightly differently:

The least expensive part of your direct mail campaign ~ the Data ~ drives the success for the most expensive part of your campaign – the Print and Postage.

Consider the Following:

  • Print and Postage is 20X the cost of data (If not more!) – That means the Data portion of the campaign has an immense amount of leverage to determine the results.
  • Without careful consideration of the data that you are mailing, you are wasting significant money. Expenses go up, responses go down, and conversions go down.
  • Does your data company provide you recommendations based on their expertise? Or is their goal to only sell you as many records as possible?

Here are some additional ideas and NEW SELECTS for your campaigns (If you are only concerned with quantity – stop reading now, otherwise, read on… )


Campaigns typically consist of Prospect Data, Dealer Data, or both, and if your focus is to truly increase the results and ROI of a campaign, then we have several ideas. In our last post, we discussed Ownership Validation of Dealer Data and the clear ROI.  In this post, we focus on selecting Prospect Data.

1. Review and update your selections for prospect data.

You know this is true if your campaigns are not producing the sales you are expecting.  When did you last spend some time and effort reviewing how to determine the targets for your campaigns? What worked 3 years ago, and even last year, is not necessarily relevant today.

Are you making more intelligent selections?

2. Pay attention to the location of your dealerships.

This can be critical. Different areas of the country will have different buying preferences.  For example,  in CO, WA, and OR, the most popular vehicle is the Subaru Outback, NY and CT favor the Nissan Rogue, and the Ford F150 is most popular in many states such as SC, TX and GA.  Spending time at the front end to consider the geographical nuances of a marketing area can pay major dividends.

Screen Shot 2018-01-24 at 3.15.54 PM

What are some options?

3. Don’t pull the same make/model/years for all of your dealers.

Let’s look at a specific example for a small Kia dealer on the west coast of Florida.  After some analysis, we pulled the makes and models that are listed below from the primary market area.  A few of these may be standard for a Kia dealer, but many were not.  This also results in marketing to people that have not received a similar mail piece previously! The sales match report showed this campaign sold 21 vehicles (14 new and 7 used) for a very low cost per sale.

Toyota Corolla, Toyota Camry, Chevy Cavalier, Chevy Malibu, Chevy Cobalt, Honda Civic, Ford Taurus, Ford Focus, Ford Escort, Nissan Sentra, Chrysler Sebring, Chrysler PT Cruiser, Mitsubishi Galant, Mitsubishi Eclipse, Jeep Liberty

You may already have new ideas from this post to improve your campaign results, but if need additional insight you can always contact our team.

New Year… Is the Party Over?

Happy New Year!  We hope everyone survived the holiday’s festivities.

With 2017 behind us, it’s time to look ahead.

Are you asking yourself, “What does 2018 hold in car sales?”

Do you plan to keep doing the same campaigns?

As a company that works with hundreds of agencies (and hence thousands of dealerships), we have asked ourselves these same questions.

We know that changes are definitely coming to the industry this year.

Analysts had forecast that December would mark the 10th monthly drop of 2017….. Annual demand was projected to fall for the first time since 2009 while topping 17 million units for the third straight year and the fifth time in history. *

In some cases, there is a push for the saturation, which has its place, however, it is not an ongoing strategy. (ask us about our saturation)

We recommend a few changes on the data side:

  1. Caution about the Dealer DMS data quality. Did you know that 25%-35% of the Dealer’s database contains vehicles that are no longer owned!  NO JOKE!  (See the ROI Here.) If you plan to mail these previous customers, at least be sure you know they sold/traded-in their vehicle so you can get the messaging right. And it goes without saying that you should be doing NCOA.  There is nothing worse than a dealer mailing their own clients with the WRONG message.
  1. Review of Year Make Model Selections. How do you currently choose the selects for your dealer’s campaigns?  When was the last time you really spent time reviewing these selects?  Can you uncover alternative/additional Makes or Models that would target NEW prospects? Our account management team can help – Contact us today.

 

Stay tuned for more in-depth YMM recommendations…

 

* Autoweek, JANUARY 3, 2018