Direct Mail Marketing for Auto Dealers – Does It Work?

Over the past decade, internet marketing and advertising have overtaken direct marketing as many business’ primary forms of advertising. According to eMarketer, online advertising spending has grown more than 13% each year since 2003, rising from a $7.3 billion industry in 2003 to a projected $36.5 billion industry in 2011. Automotive dealerships and retailers, which tend to rely on more traditional forms of marketing and advertising, have begun to shift their advertising dollars into the digital realm as well.

But are internet marketing strategies really more effective than traditional marketing, such as direct mail, for auto dealers? To be sure, online marketing strategies such as PPC advertising, social media marketing and search engine optimization (SEO) are becoming more popular, but is this due to simple popularity trends or is it because traditional advertising simply doesn’t work anymore? After all, just because consumers spend more time online today doesn’t mean they don’t continue to receive snail mail or watch television.

While there are no clear answers, recent statistics and direct mail marketing response rates in the automotive retail industry shed some light. According to the Direct Marketing Association, in 2007 auto retailers averaged a $33.81 ROI for every dollar spent on direct marketing – a healthy margin. A 2010 study by the DMA showed that various types of snail mail averaged the lowest overall cost per lead – lower costs than those reported for digital advertising. Direct mail catalogs showed the lowest overall cost per lead or order, at $47.61, followed closely by direct mail inserts at $47.69 and mailed postcards at $75.32. The same study showed that direct mail letter-sized envelopes had a response rate of 1.38% when sent to prospect lists, a figure more than doubled for house mailing lists.

The bottom line: while it’s not wise to rely on direct marketing strategies alone, direct mail marketing clearly continues to be a viable, cost-effective strategy for gathering new business to auto dealerships and retailers. Of course, there are many variables that go in to a direct mail marketing campaign that make it more – or less – effective!

Here are a few tips for automotive dealers and retailers looking to make the most out of their direct mail marketing campaigns:

Make the offer more tantalizing and urgent. Studies have shown that consumers respond more to offers that contain a coupon or limited time offer. By narrowing the offer’s window to a specific time frame and making the deal juicier, consumers are more likely to act, rather than procrastinate.

Add key mailers to direct mail pieces. Key mailers, combined with “lucky key” contests, are a proven way to drive more customers to your dealership location. After all, who can resist the opportunity to win a new car? Once on your location, your showfloor deals and sales staff can do the rest.

Make it easier for customers to respond to the offer. Direct mail pieces should make it crystal clear exactly WHAT they want consumers to do, and how they can go about doing it. Make calls to action eye-catching and clear, including easy-to-follow instructions such as a website landing page URL, a toll free phone number or both.

Use newspaper inserts. Studies show that direct mail inserts offer the second lowest cost per lead, and they can be a great opportunity to get new customers onto your show floor. Try offering a “number match” offer on insert pieces which require consumers to visit your dealership location in order to see if their scratch-off numbers are a winning match.

Cleanroom Technology Demand in Europe Led by High Infectious Disease Burden

The European Centre for Disease Prevention and Control (ECDC) estimated that 104,765 new cases of human immunodeficiency virus/acquired immunodeficiency syndrome (HIV/AIDS) were recorded in 2020 in member states of the European Union (EU). Additionally, the ECDC stated that 49,752 cases of tuberculosis (TB) were reported in EU countries in 2019. Further, the World Health Organization (WHO) estimates that nearly 14 diarrhea deaths are recorded in the European region each day, owing to inadequate water sanitation hygiene (WaSH).

According to P&S Intelligence, the market revenue stood at $1,126.6 million in 2017, and it will reach $1,701.8 by 2023. The rising prevalence of infectious diseases will increase patient footfall in healthcare facilities, which, in turn, will augment the consumption of cleanroom consumables, such as disinfectants and gloves, in the region.

In addition to healthcare facilities such as hospitals, the biotechnology, medical device, and pharmaceutical industries, academic institutes, and research laboratories are also the prominent users of cleanroom technology in Europe. In the coming years, the pharmaceutical sector will require a considerable amount of cleanroom technology-based products, due to the rising focus of pharma companies on research and development (R&D) of new drugs. Pharmaceutical companies use hardwall cleanrooms, which are primarily designed for research activities.

The product segment of the European cleanroom technology market is divided into consumables and equipment. Under this segment, the consumables category accounted for a larger market share during the historical period (2013–2017), on account of the extensive use of cleanroom consumables in hospitals, and semiconductor, medical device, pharmaceutical, and biotechnology companies to maintain a sterile environment. This category is further bifurcated into safety (gloves, apparel, and others), and cleaning (wipes, vacuum systems, disinfectants, and others).

Geographically, Germany accounted for the largest share in the European cleanroom technology market in the historical years, and it is expected to continue this trend throughout the forecast years as well. This can be attributed to the presence of numerous key market players, existence of a strong medical device industry, and largescale adoption of cleanroom products in biotechnology and pharmaceutical companies in the country. Whereas, the market in France is expected to witness the fastest growth during the forecast period, primarily on account of the improving healthcare infrastructure, rising cases of infectious diseases, and flourishing medical devices and pharmaceutical sectors in the nation.

The Best Internet Marketing Training Program Online

Are you wondering what the best internet marketing training program online is? Well I have to say, being an internet marketing consultant, I’ve came across a wide variety of programs out there. I’ve being practicing online marketing since 2004, so I’ve seen the old school gurus, and the new school heroes of today’s current time. And I can honestly say, the program quality is VASTLY different.

The old school internet marketing training programs aren’t as software and technologically driven as today’s programs are. Back in the day, you would learn hard hitting strategies that really improved your website sales immediately. I want to share a personal story about a free internet marketing program I came across while I was in college – and it changed my life completely.

So I was in college trying my best to make money in between classes, and I was doing the direct linking method of marketing. Back then you had traditional pay per click advertising search engines such as Overture, MSN Adcenter, and Google AdWords. Those were the top 3 – before Yahoo and MSN (currently Bing) merged. So I was in college linking directly to my ugly sales letter page, and getting no results. Well actually, the only results I was getting was bad results.

I read every single article you could think of, and I came across a guy named Terry Dean. I read his article, was intrigued, and saw a link for a free book he had. The book was called something like, “10 Quick And Easy Ways To Boost Your Website Sales In A Week” (or something like that). I read it, and it changed my entire marketing completely.

1 week after implementing his ideas and applying changes to my website, I got my first 2 sales ever. I fell out of my chair. I couldn’t believe it. I said this “internet thing” is real and I wanted more. Now fast forward to this day of age and the internet marketing training that I see is ridiculous. Everybody has a new secret or a new technique. Everybody’s trying to get rich overnight WITHOUT a website.

There are a lot of internet marketing training programs these days that teach people to get started with affiliate marketing and just “share” their link on Facebook, forums, and search engines. This doesn’t work, and the old school marketers look at these promotional tactics and authors as if they are scammers. Why do I use the word “scammer”? Well it’s simple.

Everywhere you go, everyone has a “new” way of doing something. Everything has to be faster, better, and more supreme than the proven way of making money. This is why so many people fail, because they think they can just put up a website, put their link into an autoblaster, and get rich overnight. It doesn’t work like that. Even worst is when people join an affiliate network, sign up to promote a particular product, and then just blast their affiliate link all over the place.

And yes, there are high priced internet marketing training programs that advise this kind of marketing. It’s frightening isn’t it? It makes new age marketers like myself look bad and frowned upon, because my methods work, and it doesn’t take a genius to implement them and see results. Whenever you come across an internet marketing training program, you have to keep an eye out for a few things.

You should look to see if the person has something free to offer you – to sample. This way you can “test drive” their expertise, and take a peek to see what they have to say. Then you should be able to take what you’ve learned from their free sample, and be able to apply it to your business. This is crucial, because just because you pay for an internet marketing program, doesn’t mean you’re going to learn the important stuff.

There’s a well-known marketer online (who’s name I won’t disclose) who had an online business program. He had tons of testimonials from people who used his strategies and were making thousands of dollars per month. Some of them were making thousands of dollars per day. Actually… some of them were making over $10,000 per day – and they attributed their success to this guy’s course.

So I bought the course for $39 (out of intrigue), and what did I find? I found a glorified sales pitch to purchase his $995 “advanced course” about making money on the internet. The material in the course that I bought only talked about why most people aren’t making money online, and how people promote products that they want to promote – INSTEAD of selling what people are looking for.

Who doesn’t know that? What business owner would sell something that nobody desires? This is simple market research. So I bought the $39 course and was highly disappointed, and quite mad because of the testimonials that I saw that were associated with this course. So these are some of the games and gimmicks some of the new age “gurus” like to play in order to boost their bank account, and take advantage of people.

So this was certainly not the best internet marketing training program I’ve seen. The old age internet marketer’s actually delivered when it came to value, and that is why they are legendary and are in the “hall of fame” of marketing. Nowadays you can go to YouTube and find over 100 gurus who have an internet marketing “success system” that is unique from everybody else’s. If you take a look at the ads, they all sound the same. And when you buy the products, most of them is just rehashed information.

There are a lot internet marketing training programs on the internet, and you can’t trust just anybody. If you’re going to follow someone, make sure they have a real website – and not just an ugly affiliate link. Make sure they have an email newsletter that you can subscribe to and learn from. Make sure they have training articles and free materials that you can learn from. Make sure you can reach them by email and via social media. And make sure they are current and on top of the latest trends in the internet marketing industry.