Tips on Using Direct Mail For Your Automotive Repair Shop

Getting your message to a customer is the first step in getting them to come to yourshop. And an excellent method for delivering that message is with automotive repair direct mail. When it is done right, direct mail delivers a professional-looking product that will attract customers to your business.

If you choose direct mail as part of your overall marketing and advertising strategy, you must be sure you use it well. The auto repair marketing flyer you send out should reflect the quality of your company. It should also get results. In order to achieve both of these ends, there are some things you will need to do to get the most for your advertising dollar.

Find your focus.

Before launching a new marketing method, you will need to find your focus. Is getting people in the door this mailer’s sole purpose? Is it being sent out to increase overall sales? Maybe you have something more specific in mind like moving a particular product or promoting a seasonal service. Think carefully about what this mailer’s focus should be and why it is being distributed.

Set a goal.

Decide on a specific, reasonable and measureable goal for your auto repair advertising. Automotive repair direct mailing can be used for many purposes and have many different results. Choose what results you want to see, like selling a certain number of tires or getting a specific percentage off a repair job.

Enlist an expert.

In most cases, shop owners will need the help of a specialized direct mail expert. Most owners and managers just don’t have the time to design and implement a direct mail campaign in addition to their other duties. An expert in direct mail for automotive companies can assist with every detail from design to delivery.

Choose your customer.

Take a moment to choose your customer and analyze your market. Are your clients mostly from the neighborhood or do you do business city-wide? Does your customer own a luxury import or a domestic car? Know who you want to reach.

Create your mailer.

An expert will be able to help you with slick graphics and photos but you should decide what you want your direct mail to say. Have a few ideas before you meet with your designer so you can give him some direction but keep the look clean, simple and to the point. Make sure you include a “call to action” for your customer that will get him to your doorstep.

Track the results.

Once your auto repair direct mail has been delivered, start looking at the results over a period of about three to six months. Collect and count coupons, track the sales and analyze the success of your efforts. You’ll be better able to fine-tune your next advertising piece when you analyze what did or did not work.