Clutter Busters
Youve heard all about how many choices your customers have when it comes to media and entertainment. With the average age of the newspaper subscriber now at 55, the Tivo-Effect, satellite radio, YouTube and more, you have to outsmart your competition when it comes to your elusive target.
Regardless of how many media choices your customers have, they all still have mailboxes that they check every day. You pay for only the people who are most likely to come into your store. When you buy a newspaper ad, TV spot or radio spot, ask yourself how many competitive dealers are within the footprint of your selected media. Is your message so strong that people will pass up all of the stores between their homes and your store..? Direct Mail offers the best way to reach your customers in your own back yard. Add to that the measurability of direct mail and its clear why direct mail should play a significant role in your advertising plan.
If television or radio are cost effective for you, then focus on your message. Remember that your customer has seen and heard the factorys branding messaging, your dealer associations monthly event message and now they just need to know where to go. Your emphasis should be on your store and your unique selling points.