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Mail Shark

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  1. Mail Shark
    If you haven’t considered or utilized direct mail postcard magnets to attract new customers, now is the time to reevaluate this medium.
     
    Over the past 9 years, I have seen first-hand how effective direct mailing a postcard magnet can be for new customer acquisition as well as customer retention.  The Direct Marketing Association (DMA), who is quite a credible source, also reported in their DMA Statistical Fact Book that “A postcard with a magnet attached is read at least 51.9% more often than a traditional postcard.” With that said, I cannot speak to how this study was conducted, but this directly correlates to my real-world experience mailing millions of postcard magnets for our clients over the years.
     
    Why is now the right time to mail a postcard magnet?
     
    Postcard magnets are effective all year round. However, now is the perfect time to capitalize on the recently released NFL schedules, which will give you a great opportunity to beat your competitors. You’ll be the first company to get your region’s favorite team schedules on the fridge of your prospective customers.
     
    Another reason postcard magnets are so effective is this simple fact.  Your target prospects may not have a broken car or need your services the exact day that you target them. Therefore, it is imperative that you are top of mind when a need arises and that’s exactly what postcard magnets accomplish. Consumers get them and intuitively put them on their fridge, keeping your brand constantly visible in their home. 
     
    There are a number of companies that offer this product so get quotes & compare services.  Again, it’s the perfect is the perfect time to execute this product.
     
    I have attached a few samples to give you a better idea of what the product can look like.
     
    If you have any questions, please let me know.
     




  2. Mail Shark
    After speaking to a number of Euro & Specialty shops recently about executing targeted direct mail campaigns, I’ve realized there isn’t a clear understanding from the shop owners perspective about the capabilities and source of targeted auto lists. I hope to add some transparency to the subject here. 
     What type of targeted auto data is available? 
    Below is a list of 6 categories available to select specific vehicles to target, with the top 3 being the most widely used. I have also attached a sample report that illustrates an example of data from a list that was run by make, model & year. 
    1.    Make
    2.    Model
    3.    Year
    4.    Fuel Type
    5.    Auto Class
    6.    Auto Style

    Where does this information come from? 
    This seems to be the point of the most confusion. Targeted auto data is NOT available from any DMV. This is due to what is called the Shelby Act AKA Data Access Act. You can google Shelby Act and read a plethora of information about it on google. 
    Since the DMV does not release this data, the actual data that is available is compiled using multiple sources. The following list includes the primary sources of where this data is derived from. This list includes but is not limited to:  

    1.    Co-Registration: When someone goes to specific auto service businesses for example, they take down the vin number and car info and then sell this info the list        compilers. That is just one example. Over 90% of lists will come from service industries that report the vin info. Info is lacking on new models because they didn’t         go to a service provider that releases the data. 
    2.    Responder info: Someone who fills out form from a magazine, surveys, or forms they filled out     somewhere, etc. 
    3.    Online insurance quotes
    4.    Warranty Companies
    5.    Transactional data: If the consumer has purchased something for their car such as a stereo or running boards, etc. 
    6.    Major Car Clubs of America.
    7.    Aftermarket Repair Companies
    8.    Etc.,

    What Questions to ask your direct mail &/Or List provider before purchasing a targeted vehicle mailing list.
    1.    Is your list triple verified?  This means your list must have come from and have been verified by three sources in order for the record to be included.
    2.    Is your list NCOA’d? To NCOA a list means to utilize the post office data to validate that the recipient’s name matches their current address. This ensures that the         owners of the vehicles haven't moved and are in fact located at the address confirmed. 
    3.    Is your List Shelby compliant?
    In summation, I can tell you first hand that not all list providers are created equal. I have personally vetted over 10 of the top list vendors to choose our resource for targeted lists. Therefore, my strong recommendation is to do your research, ask all of the questions listed above and get a list count from more than one vendor to compare. 
    I hope this helps and if there are any questions, please let message me. 
     

    Targeted List Example.xls
  3. Mail Shark
    Are you using direct mail to market your auto shop? If you aren’t, it’s time to add this tried and true method to your marketing line-up. Direct mail is great for auto shops, whether you’re trying to increase your car count with new customers or retain existing ones. In this blog, we’ll explain how you can use direct mail to fill your bays and maximize your ROI.
    Be Consistent with Your Direct Mail
    Wondering why direct mail is a smart choice for auto shops? One of the biggest reasons is its effectiveness at driving new and returning business to your garage. However, to make direct mail work, you have to reach your prospects consistently.
    It’s a proven fact that it takes three or more exposures to an advertising message before consumers take action. That means you have to send multiple direct mail campaigns to stay top-of-mind and steadily grow your car count. Your customers might not be ready for a specific service when you mail the first time, but with persistence, they’ll eventually be ready to give you a chance to earn their business.
    Diversify the Automotive Coupons You Send
    Every auto shop should be sending coupons to their prospects. According to an NCH Marketing survey, 84% of consumers say coupons directly impact their store selection. And Vouchercloud found that 57% of shoppers make purchases at businesses they haven’t been to before because they were able to use a coupon. 
    Make sure you diversify your coupon offerings, though. Don’t mail out coupons for similar services, like a serpentine belt replacement and a timing belt replacement. And make sure you’re sending offers that appeal to a broad audience. You should also avoid mailing coupons that are too specific or too technical. If your coupon can’t be used by almost anyone or would confuse someone who doesn’t know much about cars, don’t use it.
    We recommend sending the following three coupons with your direct mail:
    Oil Change Special Coupon
    This coupon gets prospects through your doors for a common, inexpensive service. Treat them well, and you can earn their future preventative maintenance and more expensive repairs. Tiered Dollar-Off Coupon
    Everyone can use this all-purpose coupon, so it’s sure to score you lots of new business. Always use this over a coupon for specific parts or services that aren’t useful to everyone. Free Warning Light Scan Coupon
    Offer a free warning light scan to bring people in for diagnostic tests. Once you’ve pinpointed their vehicle’s problem, you have the opportunity to earn their business and repair the issue. Conclusion
    Want to learn more about how direct mail can benefit your shop? The team of automotive direct mail experts at Mail Shark are available to consult with you on the best strategy for your business. Don’t hesitate to get in touch with us today by visiting this page or calling 484-738-0814.
  4. Mail Shark
    Here’s a marketing idea I wanted to share with everyone. Auto shop owners and marketers are focused on targeting the local residential community. But what about all of the businesses that employ people who work in the area but don’t live in the area? These employees are all great prospects for auto repair services. The challenge is effectively targeting and reaching them. 
     
    One idea is to  create a flyer that doubles as a break room poster. The poster should have a use case explicitly telling the business owner what you want them to do with your poster. Let them know they simply need to hang it in their break room to share the savings with their colleagues and employees.
    We recommend clipless coupons or specials, which increase the lifespan of the poster and keep it intact for longer than it would if employees were tearing coupons off. Employees will simply take a picture of the coupon they want to use and show it to you upon redemption.Tear-off coupons destroy posters and ultimately result in them being thrown away as soon as the coupons, offers, or specials are torn off. 
    Using break room posters requires some legwork on the part of shop owners, since you’ll need to visit the businesses you want to target. However, the actual cost of the printed flyers is minimal. Let’s say you want to print 100 of them. At around $1 per piece, your total investment is $100 (give or take) depending on who does your printing.
    There really is no downside to giving break room posters a shot. Put a call tracking number on your poster to keep track of anyone who comes in to redeem your coupons to track ROI. There are plenty of companies that can print cheap flyers, so call around. Attached is an example of a popular layout that Mail Shark has been supplying shops with.

    Josh Davis
    Executive Vice President of Sales
    Direct: 484-948-1611
    Mobile: 484-269-3715
    www.themailshark.com
    Example BreakRoom Poster.pdf

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