Mailing Straight to the Point

Jan. 1, 2020
Targeted Direct mailings can move your business forward when seeking new customers.
mailing campaigns mail campaigns direct mail tires automotive aftermarket repair shops repair shop advertising
TARGETED DIRECT mailings can move your business forward when seeking new customers.

Whether you are trying to reach residents moving into a newly built subdivision or soliciting regional commercial accounts, everyone has a need for automotive services at one time or another, and they might as well be purchasing them from you. A mailing program can provide a physical reminder posted to the customer's refrigerator or tacked on the company bulletin board, according to Fred Lapides, sales coordinator in the Las Vegas branch of Canoga, Calif.-based Prospect DB.

"If you want to get your message out, you can do it," says Lapides. "Put a database together of all the targeted people you want to reach."

A direct mailing's content is best written in an informative, soft-sell style rather than a blaring written version of a noisy TV ad. "You're not trying to 'sell' anything; you're giving people a heads-up" about the product lines, competence, service and customer comfort provided by the staff of your business, Lapides points out.

Lapides has assembled his own list — that being 10 questions you should ask of a potential list provider, whether it's geared toward compiling postal mail, e-mail or telephone contacts:

  • DO YOU ACTUALLY E-MAIL me the file in an Excel spreadsheet or something comparable?
  • WHAT TYPE OF licensing do you provide?
  • DO YOU GUARANTEE your data to be accurate?
  • DO YOU PROVIDE full contact information, including e-mail address, physical address and phone number? Which fields of information do you provide with every record?
  • ARE YOU A list broker or a list source?
  • WHERE ARE you physically located? Is it an office or home, and how many employees do you have there?
  • CAN YOU provide me with some references?
  • ARE YOU REGISTERED with the Better Business Bureau?
  • HOW LONG have you been in business under your current name, and what is the legal name of your company?
  • WHAT FORMS of payment do you accept?

For more information, visit www.prospectDB.com.

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