Tire & Auto Service Center Direct Mail Success Story

Automotive Direct Mail Success Story

Customer Objective

An automotive service company was looking to increase foot traffic and drive new business.

Campaign Strategy

  • Identify key ZIP codes around the store that are more likely to use “Auto Dealer Service Centers.”

  • Target 11,000 households.

  • Utilize the Fixed Impact Postcard with special offers to increase appeal.

Campaign Results

$0
Net Sales
$0
ROI
$0
In Sales for Every $1 Spent on Shared Direct Mail
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Tire & Auto Service Center Industry Trends

Here are some tire and auto service industry trends to inform your campaign strategy.

  • The average age of vehicles in the U.S. is 12 years, and that trend is projected to continue through the next 5 years.

  • Auto sales decreased 53% in April 2020 vs. April 2019, creating increased demand for tire and auto service centers to maintain aging vehicles.

  • Overall annual car sales were forecast to decrease 20 to 25% from 2019 to 2020.

Sources: Simmons Research, Winter 2020 NHCS Adult Study 12-month, LEK Insights U.S. Automotive Aftermarket Parts Suppliers Perspectives on COVID-19 Impact May 2020

Automotive Industry Trends

Here are some tire and auto service industry trends to inform your campaign strategy.

  • The average age of vehicles in the U.S. is 12 years, and that trend is projected to continue through the next 5 years.

  • Auto sales decreased 53% in April 2020 vs. April 2019, creating increased demand for tire and auto service centers to maintain aging vehicles.

  • Overall annual car
    sales were forecast to
    decrease 20 to 25%
    from 2019 to 2020.

Sources: Simmons Research, Winter 2020 NHCS Adult Study 12-month, LEK Insights U.S. Automotive Aftermarket Parts Suppliers Perspectives on COVID-19 Impact May 2020

Tire and Auto Center Advertising Opportunities

Ads in the mailbox offer a great way to promote awareness of your business and highlight your services and products while targeting your best potential customers.

  • 64% of tire shoppers have responded to an ad in the mailbox in the last year, that’s 18% higher than the average U.S. adult.

  • 62% of oil change/routine auto maintenance customers responded to an ad in the mailbox in the last year, 14% more than the average U.S. adult.

  • Shared direct mail gives you the ability to create one-on-one messages in a tangible format. Including coupons and special offers helps get customers in the door.

  • Keep your brand top-of-mind by placing it in your customer or prospect’s mailbox to reinforce your brand and blunt competitors.

  • Whether you choose the impact postcard, wraps or a variety of insert options, optimal results come from replicating your online branding and design. By reinforcing awareness developed online, we can help you drive the next action step of traffic to your website or store.

  • Make an Impact with Loyalty Programs and the Impact Postcard: Retain and reward current customers, reactivate lapsed customers, and target new customers to acquire.

Source: AdMall AudienceSCAN 2020

How Do I Find My Best Tire and Auto Service Customers?

Our Consumer Analytics team are highly skilled in the science of micromarketing. What does that mean? Micromarketing is another way of saying that we develop a marketing strategy in which your direct mail advertising efforts are focused on a small group of highly targeted customers. This gives your message the best chance possible to be seen by the right customers at the right time.

By segmenting your list and utilizing variable targeting options, you can remind customers when it’s time for an oil change or tire rotation based on their most recent service date or store transaction. The combination of precise customer targeting and a tangible printed piece keep your message in front of your customer or prospect and serve as a reminder of the action you want them to take.

Do You Have Any Questions About How Direct Mail Can Grow Your Business?

If you have any questions about how direct mail can grow your business, we would be happy to answer them. You can call us at 877-620-6283 or select GET STARTED TODAY to fill out our form.

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