Use Direct Mail To Drive Sales
In the past, dealerships relied heavily on auto registration lists for the basis of their direct mail promotions but a few years ago privacy laws stopped all uses of this information. You can no longer purchase vehicle registration lists to identify buyers of a specific make of vehicle. So, it's time to get creative.
Satisfied Customers
The first priority is maintaining your list of customers who have bought or leased a car, visited the service department and other referrals. After all, satisfied customers are the most likely to come back when their lease is up or, based on their history, they get new car fever.
Prospecting - Money Isn't Everything
Income based lists are good, but even better is purchasing a list based on credit history (requires pre-approved credit offer). Consumers are rated with a Beacon score, which ranges from >500 to 800<; the higher the better. The score is a compilation of records from credit card issuers, banks, finance companies, credit unions and other sources that are funneled to credit reporting agencies monthly. Selecting prospects with high ratings is one way to make sure your pre-approved credit offers will end up in the qualified hands.
Lifestyle Targeting
Car buyers select certain makes and models for any number of reasons: they have a new or growing family and a two-seater just won't do; their status has improved and it's time to step up. Luxury cars and mini-vans have distinct personalities and you may have an idea of who your ideal customer is for themodels you're promoting. You can target demographically by purchasing a list based on income, families with children, age-based files, or a combination of these.
Business Targeting
Consider marketing to businesses by SIC (Standard Industrial Classification) code - Examples: If you have a cargo van line - mail to selected businesses that you know use delivery vans. Some businesses may use small economy cars for their representatives to travel in regionally, look for all options.
Garage Predictor
There is a database file based on the types of cars that families have had a history of owning - to give you a better than average shot at what those families currently have in their garage.