There isn’t a one-time marketing strategy out there that will create enough brand recognition and generate enough of a return to grow your business over the long term. Therefore, when developing your auto repair shop’s direct mail marketing strategy, it’s critical you plan for a marathon – not a sprint.
This is especially true when it comes to marketing your auto repair shop. One of the primary reasons for this is because prospects won’t have broken cars when you want them to or during any specific time you can forecast.
Therefore, the key to having success with your auto repair shop’s direct mail marketing is to develop a consistent strategy with the right amount of frequency to keep you in front of prospects. This means you’re top of mind when they need a repair or maintenance service.
I always recommend auto repair shops send a minimum of three direct mail campaigns to their prospective targeted customers. This is because the more times you target the same prospects, the more your response rates start to increase. My minimum recommendation is three campaigns.
There are several reasons for this. First, people purchase from companies they recognize and trust. Multiple touches are critical because they help you build trust by reinforcing your brand and creating brand recognition. Next, as I mentioned before, people don’t have broken cars when you want them to. Therefore, targeting prospects multiple times gives you the best chance of being top-of-mind when they do need a repair or maintenance service.
I highly recommend switching up the marketing pieces you send out when targeting the same prospects several times. Mailing the exact same piece with the same design and content can get stale. A traditional 5.5”x10.5” postcard is extremely effective for auto repair shops and has been the standard for years. However, it’s one of the most commonly used direct mail pieces. Why not target prospects with different pieces to capture their attention with ads they don’t typically receive? This will help you differentiate yourself from your competition.
With any marketing program – and specifically with direct mail – you need a predetermined plan to get the results you want. A shotgun approach where you handle your campaigns when you have time won’t provide good results.
Here’s an example of our Automotive Annual Mailing Program™™, which is an effective, popular, and consistent plan you can execute flawlessly for the entire year. It’s based on targeting your prospects multiple times.
Pro Tip: When targeting the same area multiple times, you can remove your current customers from your mailings so you aren’t wasting your money targeting customers you’re already servicing. This isn’t an option if you’re using the USPS EDDM® (Every Door Direct Mail®) program. I also don’t recommend removing current customers from your mailing list unless you already have a preexisting strategy in place to consistently communicate with them.