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Can Direct Mail Still Generate Automotive Leads For Me?

Posted on: July 11th, 2012 by credit

You may be asking this question now as you notice that your direct mail campaign isn’t giving you enough automotive leads. There may be several contemporary and effective marketing strategies that have sprung up today in the automotive industry, but direct mail marketing remains effective in generating automotive leads for dealers. However, you will not experience this if you have been doing it wrong all this time. Check out the following direct mail marketing mistakes and see which sounds familiar.

First is being overly obsessed with the visuals or graphics of the mail pieces rather than their content. Some dealers care too much about how the mail pieces look than how effective they are in putting their message across. This is definitely a mistake. There’s nothing wrong with making each mail piece visually appealing. However, your content is integral in the success of your direct mail campaign. You can make the layout simple—even not using too much colors and photos—and still grab the attention of your prospects. How? Simply write a compelling and striking message. Layout doesn’t really play a big role in direct mail marketing campaign, but content does.

Second mistake would be producing mail pieces that do not really say anything. There are no offers, benefits, or information included. The mailers are purely promotional or purely informative. Moreover, the message is dull as well as the visuals. There is lack of emphasis on the main idea so the prospect couldn’t get the real message right away. With all of these, your direct mail marketing efforts are sure to be in vain. It would not generate automotive leads at all. Why? Your prospects do not get anything from the piece of paper you sent them. Make sure that your mailers contain a message that is promotional, informative, and compelling at the same time. This is quite a challenge but remember that your mailers are your mouthpiece.

Making your message personal also has a different impact on your prospects. If you are sending letters, address your prospects by their names. Use their interests, lifestyle, and nature of job to make your message and offer relevant. Making your mailers personal adds to the likeliness that your prospects will respond to your message.

Last in this list is having a wrong view of the mailing list. The mailing list is a fundamental component of direct mail marketing. Perhaps, some dealers are focused on the quantity instead of the quality of each item listed in the mailing list. When you buy a mailing list, make sure that each entry has complete contact information and is updated.

As a final note, some dealers still use direct mail marketing to generate automotive leads. However, the strategy may seem ineffective and obsolete if you are not doing it right. Pull off direct marketing well and you will surely reap great results.

Why Use Mobile Marketing as an Auto Lead Generation Technique

Posted on: July 10th, 2012 by credit

As the Internet continues to be an effective marketing tool, another medium, mobile, is being praised for its potential. Several car dealers have been employing mobile marketing as an auto lead generation technique. However, many car dealers are still in doubt of its capability. One of the best ways to answer this is looking at the figures from various related studies done recently.

  • More than 80% of Americans own a cellphone.
  • 91% of adults in the U.S. have their cellphones within their reach 24/7.
  • 25% of Americans only use their cellphones to access the Internet.
  • Brands using text messaging to reach customers connect with 95% of mobile users.
  • People read most (about 90%) of their text messages within 3 minutes from the time they were sent.
  • About 90% of mobile searches lead to action (and in a separate study, 70% lead to action within an hour) and more than half lead to purchase.
  • Mobile ads perform better 4 to 5 times than online ads.
  • More than 16 million mobile subscribers use location-based check-in and in a separate study, 95% of smartphone users look for local information.
  • 81% have done product research via smartphone and 50% purchased.
  • 33% of mobile subscribers prefer offers communicated via text messaging.
  • In June 2011, the number of U.S. Mobile subscribers exceeded the U.S. Population.

In addition to the facts stated above, people bring their mobile phones with them anywhere they go and use it anytime of the day. It is one of the essentials they bring with them when they leave their houses. Moreover, the figures above show that mobile marketing is indeed an effective auto lead generation technique as a good number of mobile subscribers who received a mobile ad took action and some eventually became sales.

Mobile marketing comes in many forms. Text messaging or SMS is one and deemed to be cheaper than direct mails. It is also the simplest form as the message can be sent regardless of the type of phone the recipient owns. Another form is mobile websites which are mainly and more conveniently accessible through smartphones. Mobile applications are also exclusive for smartphones. Multimedia messaging or MMS is also another form that allows the advertiser to use other types of media to put his message across. Lastly, quick response or QR codes are two-dimensional bar codes that store information which can be read by a mobile device. QR codes can be found in billboards, business cards, print ads, direct mails, websites, emails, coupons, and the like.

Mobile marketing may be relatively new and is yet to be discovered further. However, competitors are moving and the prospects are where they are. Study how mobile marketing works and consider employing it as an auto lead generation technique for your dealership.

Meeting A Different Breed of Car Buyers—Gen Y

Posted on: July 9th, 2012 by credit

Gen Y has been a challenging group of consumers for car makers and dealers. Through the studies, Gen Y shows to have a different consumer behavior than the older generation of car buyers. Thus, dealers and car makers are challenged to get these younger people behind the wheel and turn them into sales. Here is an overview of Gen Y car-buying behavior and preferences from the 2011 Automotive Generation Y Survey by Deloitte.

  • Almost 70% of Gen Y respondents will buy a used car rather than a new one in the future.
  • Environment is an important factor Gen Y considers when buying a vehicle with 71% of the respondents. Moreover, the results also showed that more than half of the respondents will pay more for an environmentally friendly or energy and money-saving cars.
  • As for purchasing power and influence, more than 61% of the respondents said that they directly influence their parents in making the final purchase decision. Interestingly though, more than 88% of Gen Y respondents ask their peers for opinion about a car brand or model. Almost 80% of these respondents said that their car purchase decision is largely influenced by their friends.
  • In terms of how Gen Y use the Internet for car shopping, more than two-thirds of the respondents now turn to social networking sites to get information about a vehicle brand and model. This is a sharp increase from the 2009 survey where more than half of the respondents do not get information from social networking sites. Other places where Gen Y car shoppers search information from are search engines, auto manufacturer’s website, and vehicle reference sites.
  • Gen Y’s attitude toward dealership experience almost did not change since the 2009 survey. Still majority (82%) of the respondents would like to test-drive a vehicle for 24 hours. More than half of the respondents does not want to have a personal interaction with a dealer or car salesman and prefer settling everything online to purchase the vehicle instead. Moreover, it is better for dealers to keep Gen Y customers satisfied as more than half of the respondents said that a bad experience in a dealership would cause them not to consider buying the same brand of car again.

The shifts in the survey results from 2009 to 2011 imply that car dealers need to closely monitor Gen Y’s consumer behavior so they are always updated with their current needs and preferences. In this way, it will be easier for them to make adjustments in their marketing and auto leads generation strategies to make these people part of their sales. With the facts and figures showed, car dealers should have a different approach in attracting and generating Gen Y auto leads. Doing so could be a challenge but it is necessary to sustain the industry’s recovery.

Why You Should Buy Approved Auto Leads

Posted on: July 2nd, 2012 by credit

Unlike before when only few techniques were available to generate leads, it is easier for car dealers today to acquire auto leads. The Internet, as well as the rise of lead generation companies like Approved Auto Leads, was proven to be a very effective tool for lead generation.

Because of this development, car dealers would not have to sweat their brows anymore in having to find and close leads and meet their sales quota with the little time that they have. With lead generation companies, they can entrust to a third party the task of finding and generating leads. However, despite the obvious benefits that lead generation companies bring car dealerships, some car dealers do not still buy the idea. These dealers ask the question: “Why should we buy auto leads?”

There are several points to answer that question. One is auto leads generated by lead providers undergo a screening process. This process involves information verification and pre-qualification. In Approved Auto Leads, an approved auto lead is automatically screened through a proprietary system which approves or denies it. A good lead provider must have this kind of system in ensuring that they only provide quality leads to their clients.

Another point is buying leads will save dealers a lot of time, effort, and money on having to qualify leads one by one. With a lead provider’s screening process, car dealers can expect that the leads they will be receiving are of good quality. Moreover, they can more effectively allocate their time to important tasks. For example, they can focus more on converting auto leads into sales rather than on spending too much time on finding them.

An approved auto lead is also more likely to be converted into a sale. In other words, leads generated through lead providers could have higher conversion rate. This is because as leads went through the screening process, lead providers also checked if they meet the requirements of their client. That is also why dealers would not have to qualify them one by one.

To take advantage of these benefits, car dealers should make sure that they choose the best lead generation company. Their choice is crucial in boosting their sales. In choosing the right company, dealers should check the track record of their prospective provider. They can check out the Better Business Bureau (BBB) online database for a list of registered and accredited lead providers in the country. They should also ask the lead provider about how they carry out lead generation techniques as their methods affect the quality of the leads they generate.

Keeping Pace With the Competition as the Automotive Industry Recovers

Posted on: June 13th, 2012 by credit

The latest National Automobile Dealers Association (NADA) report says that there are additional 66 dealerships in the US in the first quarter of the year. With this and the slowing growth of net losses of dealerships, NADA’s chief economist believes that an even “more vigorous competition (in the industry) is on the way.” The report also implies that the automotive industry is recovering from the downturn it had experienced some 2 years ago.

The question for dealers now is, are they aware of this trend in the industry and are they keeping pace? There are two of the most important aspects in making a dealership profitable that dealers need to look at to catch up with, and even rise above, the ever-tightening competition in the industry. These are dealership marketing and lead conversion.

Dealership marketing has to be customized with the current trend in society and in the industry. As a dealer, you should be able to know what are the effective strategies to employ in today’s context. Knowing that the competition in the automotive industry is becoming alive again, you should try to use every available, effective, and timely marketing strategies there are to promote your dealership. Perform marketing efforts in a different level. For example, maximize the power of the Internet which is capable of reaching billions of audiences and spreading the information rapidly in just a matter of seconds. Make competitive offers as well regardless of the medium you use. Offer financing at good deals, competing against other dealers and loan institutions who are now more willing to accommodate higher risk buyers.

Meanwhile, lead conversion is an important aspect in making your dealership grow. Lead conversion starts with lead generation. There are many ways now on how you can effectively acquire more automobile leads and quality ones. Remember that some of your dealership marketing efforts are in themselves lead generation techniques. You can also buy automobile leads from lead generation companies like Approved Auto Leads which have also become more aggressive in generating leads for their clients. When you have acquired enough leads, make sure you respond to them immediately and don’t let them go since then. Pursue them by doing follow-ups and persist. The market for car buyers and borrowers are still there and your automobile leads will eventually turn into sales, especially if your offers are competitive enough.

Lastly, build and always maintain a good reputation. Your customers will keep coming back to you and even recommend you if they see that you are a credible and efficient dealership. Do this by providing value to your every marketing effort. Show honesty and sincerity in helping out your prospects with their concerns. Do not resort to deceptive advertising and pull off marketing strategies appropriately and wisely instead.

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