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What Works In Direct Mail: 11 cars sold from 100 postcards...

by ewenmack
5 replies
This is an automobile salesman, "I'm amazed. I sold eleven cars
last month through referrals brought into an event by past
customers. All thanks to your mailing system, and we sent to only
about 100 customers." A hundred customers, 11 cars.

That quote comes from Dan Kennedy's Magnetic Marketing manual.

11 cars from 100 postcards.

Offering to set this up for car dealers in today's market,
with that case study, is a massive value added opener.

Sell the results, not the method.

Best,
Ewen
#100 #cars #direct #mail #postcards #sold #works
  • Profile picture of the author marc.v
    That's interesting. What I'm curious about is who would be most likely to buy a car because of a postcard.
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    • Profile picture of the author ewenmack
      Originally Posted by marc.v View Post

      That's interesting. What I'm curious about is who would be most likely to buy a car because of a postcard.
      Marc,

      In this case it was friends of the people who had already bought
      a car from the car salesman.

      Postcard was sent to previous buyers inviting them to bring a friend for
      a client appreciation get together.

      Best,
      Ewen
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  • Profile picture of the author warrioradam
    What was the call to action or incentive in coming into the dealership?
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    • Profile picture of the author ewenmack
      Originally Posted by warrioradam View Post

      What was the call to action or incentive in coming into the dealership?
      It was a RSVP invite for a customer appreciation event in which the
      customer was asked to bring a friend.
      Asked how many would be attending in the card as well as cut off date,
      like any formal invitation.

      Best,
      Ewen
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  • Profile picture of the author Dexx
    Marketing to a business' existing client base is one of the most profitable things a marketer can do to get extremely fast results at next to nothing cost (especially compared to ROI)

    It is also why every business MUST be actively building a database of clients, and keeping in touch with those names.

    If they aren't--that's a gold mine for you as a marketer...and one that is NOT affected by changes Google makes etc.

    Cheers,

    ~Dexx
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