Why Mailbox Magic Continues to Work Wonders In a Digital World

October 10th, 2012 | Written By: admin

It’s 2012, and the media landscape is more fractured than ever, with newer channels emerging from older ones with daunting regularity. More than 900 million people are using Facebook, including your grandmother. It’s also an age of Twitter and LinkedIn, texting and mobile apps. Even personal computers, which changed much about the modern age, suddenly have become yesterday’s news. Now, lives revolve around smartphones and tablets, with the tech-savviest consumers looking ahead to whatever’s next. Yet, as crowded as the media space has become, direct mail still manages to not only fit, but remain a focal point for smart CMOs everywhere.

Through it all, the staying power of direct mail remains undiminished. A recent study by ExactTarget, an international com- pany that specializes in interactive marketing, helps illustrate direct mail’s continued relevance. The survey asked consumers to indicate how they would like to receive 11 different types of messages. A headline in ExactTarget’s 2012 Channel Preference Survey screams the results: “DIRECT MAIL LIVES!”

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Introducing “Retention Plus” for the Toyota Care Programs

October 4th, 2012 | Written By: admin

Learn about our new Retention Plus program from the video above. Learn more at www.trafficbuildersusa.com/retentionplus.

Successful Toyota Care Marketing Strategy

September 4th, 2012 | Written By: admin

Ok… let’s talk Toyota Care and retention strategies.  This new program from Toyota may end up being a defining decision by Toyota that ultimately keeps them on top of the market.  In a time of volatility, they put a strategy in place that will keep their customers coming back for the next two years and re-build the confidence the consumer has in their product based on quality issues that may or may not have existed.

 

The question is how do you take this Toyota Care gift, make it your own and build your business around it?  How can you ensure that the Toyota Care customers are coming to YOU?  How can you piggy back on this good faith gesture and help it to build YOUR business?  Maybe most importantly, how can you use the program to springboard your Toyota Care drivers into customers who are loyal customer-pay enthusiasts?  How do you ensure that they don’t just drop off the radar once their service is no longer free?

Traffic Builders has developed a strategy whereby you invest under $6.00 per customer (before co-op), over the 2-year Toyota Care lifecycle.  The result is that just under half of those customers will show up for their first customer-pay RO.

The strategy:

We send six key, very customized messages throughout the lifecycle of a Toyota Care customer, selling the “why choose you” about your dealership.  (The mailers follow all co-op guidelines).  The series transitions your customers from a fully-paid relationship to a customer-pay relationship by sending targeting messages throughout their lifecycle.  It is strategically sent by time and mileage, starting with their first segments of owning the car, all the way up to our “graduate” segment when the customer is almost off Toyota Care and the “Alumnus” segment when they are coming off and need to get their 30K service.  We have several dealers on the program right now, and so far 46.5% of the customers in the Alumni segment have come in for their first PAID service.

• We used advanced targeting to ensure we promote the goodwill of Toyota Care through the lifecycle and uniquely customize each piece to each customer with their name in the design.

• We work our way up to aggressive offers in the Graduate and Alumnus segments to ensure the customer comes in for their first PAID service and your retention numbers stay at the top of the leader boards.

• We sell the customers on the “why to choose you” benefits of your dealership.

• It’s simple, effective and AUTOMATED.  The science in our FUEL™ software optimizes the strategy for you.

• The program is fully integrated with any other Traffic Builders’ communications that you are sending.

• It is fully co-opable.

Most of our dealer partners want new ideas that work for other dealers and smarter ideas that are cost affective and drive up sales.  This is one of our best.  Here is a link to our brochure on the program, but as always, we are always available for you to reach in person…

What communication type does your customer prefer?

June 6th, 2012 | Written By: admin

I ran accross this article talking about Direct mail vs. e-mail.  Please don’t mistake this article as an argument for not utilizing e-mail in your marketing at all.  I think it just helps to put things into perspective so dealers don’t invest incorrectly for a result that is unlikely to happen.

Tricia Patton
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Outside the Box: Which Channel Are You On?

Every good marketer knows that the most effective way to communicate with your customers is the way that they want to be communicated with. Building trust with customers is difficult if your messaging is an annoyance to them, rather than a benefit.

The explosion of media channels has only complicated the issue. With more channels to communicate, which is the right channel at any given time?

A recent Consumer Channel Preference Study by Epsilon Targeting found that 60 percent of U.S. consumers “enjoy checking the mailbox for Postal mail” and, compared with e-mail, direct mail is their preferred channel to receive financial service information (36 percent for mail vs. 8 percent for e-mail).

Epsilon’s conclusion is that “direct mail continues to serve as the channel of choice and most trusted for recipients of marketing information in many categories.” In fact, mail topped e-mail in 14 categories measured by the study.

Trust is a big reason. Consumers still struggle with the credibility of information they receive through social media channels.

Now, no one is arguing that marketers should abandon their digital communication strategies. Clearly, the best course of action is a smartly devised multichannel communication plan that surrounds your customers with your brand messages.

But as you consider how to spend your increasingly limited marketing dollars, be careful about pulling money from traditional media to fund emerging digital channels. It might be a move that your customers will not appreciate.

The smart advertiser knows the consumer is the center of the marketing strategy, so listen to the voice of the consumer. If their preference is mail, why not include it in your overall strategy or test the addition of a direct mail component to your next campaign?

To help, the United States Postal Service® has assembled a new Advertising Agency and Association Team as a resource. This consultative group is designed to interact with advertising agencies and marketing firms to help determine how a direct mail component might add fuel to their campaigns.

The team can also assist with identifying other strategic partners necessary to create, produce and distribute a direct mail component as part of any integrated marketing and communications strategy.

Ad agencies and marketing companies can take advantage of this resource team by e-mailing Janine Konieczny at pamela.j.konieczny@usps.gov.

Cliff Rucker is Vice President of Sales for the U.S. Postal Service.

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Source: http://www.delivermagazine.com/2012/05/outside-the-box-which-channel-are-you-on/

Toyota Care Marketing Solutions

May 25th, 2012 | Written By: admin

A successful pool player never plans for only the shot they are taking, but rather, how they will leave the cue ball in position to make the next shot and the next.   How are you planning on retaining not only your current Toyota Care opportunities, but also future opportunities as your Toyota Care customers’ vehicles age out of the free maintenance program?

The automotive industry has always been about what the next innovation will be.  One of the benefits of using Traffic Builders is that we are built to continually innovate.  We market based on what drives customers to your store and we offer new strategies and products as they are needed to address new situations. Our latest marketing solution is called Retention Plus™ and it is a fully co-opable program targeted at Toyota Care customers.  Retention Plus™ is an excellent solution for those dealers who want more control over how your customers are contacted and how your co-op dollars can be spent.

Retention Plus™ targets each Toyota Care customer according to where they are in their Toyota Care lifecycle.  It reminds them of your commitment to excellent customer care and service throughout their Toyota ownership – not just in the period they are covered by Toyota Care. This program allows you to sell them on using you vs. any other company and it allows you to stay in front of your customers more often than the 5 times in two years that you are limited to with the national program.

Retention Plus™ is an exclusive program for Toyota dealers and it works.  We segment your customers into six stages of ownership. The first segment targets new car owners. The next three address their enjoyment of their vehicle and quality of service.  We aim the last two messages at customers as they become an alumnus of Toyota Care and you are trying to drive them back to you for profitable customer pay work.

You can take advantage of this program whether you are on a current OCP program or if you are with Traffic Builders. However, the program is only eligible for co-op dollars if you are not part of the OCP program.  This creative approach is just one way that we continue to provide value to our customers, offer solutions that work, and build traffic to your dealership.