Porsche Dealer Gets 32% response to this new style mailer

They state a 32% conversion, meaning visits to their website. As to actual sales of the $90,000+ car, I haven't found any mention. But knowing what I know about auto sales, here's what I'd expect:

Not everyone is in the market for a car right now, though you may know someone who is.

The prospect may be loyal to another brand.
Or maybe Porsches is all you ever buy.
They targeted income areas. It doesn't say whether they cross-selected for past and present porsche owners.

If you're not in the market for a car right now, you will be in due time. Then this becomes another top of the mind awareness mailer.

If they can get you to come to the dealership, you just might decide to get a new vehicle, even if you're ok with the one you currently have, just because a new car is nicer than an older car.

You may not buy the 2013 Porsche 911 Carrera S, but you might get another model.

This is obviously a more expensive type mailer since it's so labor intensive. Plus they're taking a $90,000 vehicle out on the road - so anything could happen to that car. The least of it is they're putting mileage on a car they want to sell at top dollar. So there's $$ risk involved with this campaign beyond saving postage.

The offset is it's a high dollar sale, which makes it worth the risk and the method.

Ultimately, the sales are determined by what happens at the dealership, not by the mailer.

But it's very cool. 32% visited the website. Now I'm thinking how I can apply this to my business. If they don't first think I'm stalking.

It's only brilliant if it worked.

32% visiting a website is not how anyone in direct response marketing would PIKE success. It's how an ad agency (Lowe Roche) would PIKE success!

Somehow Lowe Roche didn't mention the number who actually booked and came in for a test drive. This is where the rubber hits the road if you're in direct response marketing ... LEADS.

The advertising campaign cost Pfaff Auto BIG BUCKS 'cause ad agencies don't work cheap. Since Lowe Roche isn't PIKING Pfaff's ROI I've got to assume there wasn't one. But there was a HUGE return for the Lowe Roche agency since they were written up in the trades (free advertising to potential clients PIKING "look how clever we are" and them buying clever instead of results) and a ton of blogs who parroted what was said in the original video release.

Lowe Roche is brilliant at marketing themselves on Pfaff's dime.

That is great idea and twist... You could do this in a day just like the dealership.

wake up early go take some photos (or most businesses have a picture of their business online so you don't even have to leave home)

Then you can drop it in the mail or leave it at the business at night..

Ooooo. Now you got my creative juices flowing. Thanks!

You would get their house picture by address + google earth.

8 years ago, Martin Howey taught a somewhat similar method when it comes to getting offline clients...

The piece looked like a photocopy of a newspaper article with the picture of the president speaking at some function. And the article would go on about how the prospect's business is growing by leaps and bounds, and what an amazing service they offer, etc. You'd customize this thing for each prospect, print it out, frame it, and mail it to the prospect. I only use this template once as a fun gift to an existing client so don't have any numbers to gauge the effectiveness.

I'm happy the agencies are like that, it leaves tremendous opportunity for new paradigm marketers helping businesses get solid measurable success.

I guess the reason they went the extra expense to put a real car in the driveway was for the video. haha. I hope the client didn't actually pay for that.

I do like the mass customization/personalization. It's the future in hyper targeted marketing right down to the individual. Lot's of different existing technology can make that happen at an affordable cost these days.

Yes we are debating the response rate because PR VALUE means squat to my wallet..

If I didnt acquire any new customers or make more money back than I spent on the campaign it was useless. Heck if I didn't even break even then it was useless..

Sure maybe I got some new people in my funnel... but if they never planned on buying anything what good was it..

The only thing I would do for "PR Value" is charity/non profit work, community events for my clients/customers/patients/guests, or free talks and seminars on topics I know....and most of those wouldn't require alot of money spent or loss

Wow! I completely forgot about that program...a good 5+ years back, some photographers I knew that had a "baby's first year photo plan" used that program to pay for their direct mail campaign to new parents. It was a wax coat printer I believe. I still have a sample mailer one of them used.

Anyone interested in the program can find more info at: https://www.freecolorprinters.xerox.com

It's sponsored by Xerox. They make their money back on supplies.

Totally unoriginal.

Some Estate Agents have done that in the UK for decades. Literally. Using Polaroid and a SOLD Sign.

And I wouldn't have thought they were unique in doing so.

Dan

You would sue someone for taking a photo of your house? ...

That may be so but these guys did nothing illegal. They didn't
park the car in anyone's driveway. The area between the sidewalk
and the street is city right-of-way. Nothing wrong there.

If you could sue for this google would go out of business! You can not sue someone for taking a picture of your house actually you could sue but you will not win!

That would be clever if dealer did that campaign himself, then it would cost few hounded $.
If done by agency , probably cost more few thousand , so I`m not sure if they achieved any ROI...

Also think they probably asked for permission of home owners to shoot the photos, as it would have extra buzz PR effect "Hey have you heard that? Porshe is making advert in our neighbourhood! "

And what sort of app could be used to make the changes ? paint comes to mind I suppose but are there any pro apps designed to do things like alterations to buildings landscapes etc ?

edit - just read Bobs reply above

On average, car dealers get multiple income streams from the sale of a car (commission, kickbacks, bonuses from lenders, etc). More than likely they make a whole lot more than $2700 on the sale of a $90,000 car. Of course I can't say for sure.

Brandon

Because we need to "pull" and not "push"? Or maybe because everyone would want to test drive but how many of them would be really interested in buying it?

My own thoughts...