TARGETING SUBPRIME CUSTOMERS BY DIRECT MAIL IS MORE EFFECTIVE
Subprime consumers make up a small but profitable portion of the in-the-market automotive shopper. According to recent FICO statistics, only 21.9 percent of the population had a credit score between 300 and 599. Only 3 percent of the population will buy a vehicle in a typical month. If only 21.9 percent of those people are subprime consumers, then just 0.66 percent of the entire population are subprime buyers ready to buy a car during any given month. This means that 99.34 percent of a dealership’s money spent on mass advertising is WASTED!
DON'T HURT YOUR VALUABLE REPUTATION!
Marketing to the subprime consumer in mass advertising can also hurt the dealer’s reputation with the prime credit consumer. If a dealer is constantly screaming on the radio or television that they can help anyone get financing, then prime consumers are not going to want that dealer’s bumper sticker or license plate frame on their vehicle for fear that people will assume they have bad credit. With direct consumer marketing, you can target just the subprime consumers that need your help, and the prime credit consumers will never see this message.
SOME CONSUMERS CAN ONLY BE REACHED USING DIRECT MARKETING
You can’t use social media or mass media to target consumers based on factors like their credit score, their activity shopping for a vehicle, or recent bankruptcy.
YOU NEED THE RIGHT INGREDIENTS TO SELL MORE CARS TO SUBPRIME CONSUMERS
We’ve put together comprehensive programs with all the right ingredients to help you sell more cars to subprime consumers. Other programs may make you do all the work, but we include everything needed to get the highest response rates from quality subprime consumer leads.
OUR EXCLUSIVE DRIVETODAY™ CARD
This card is the same size and weight of a normal credit card, and it’s embossed with the prospect’s name and a unique card number. It’s guaranteed to get the consumer’s attention and get the envelope opened.
THE PEEK-A-BOO DOUBLE WINDOW ENVELOPE
The envelope we send has two windows. On the left is the normal window where the name and address show through for postal delivery. On the right is the powerful Peek-A-Boo Window. This window shows the consumer their name embossed on the enclosed DriveToday™ Card.
THE HIGH-IMPACT DRIVETODAY CARD LETTERS
This letter gets results! We use the right words to get the prospect excited about getting into a new vehicle. We make it ridiculously easy for them, and that gets results. To increase your contact rates even more, we send a second letter to every respondent. You may find that this second letter alone generates enough extra sales to pay for the entire program!
LIVE CALL CENTERS
Other programs use a computerized answering system, and studies show that up to 50 percent of consumers will hang up when they realize they aren’t speaking to a person. When responding to our offers, almost all consumer calls will be answered by live, highly-trained operators, making our hang-up rate almost zero.
Statistics show that most dealers will only be able to contact 30 to 50 percent of their leads. That’s why we created our Warm Transfer system. Once we have gathered the lead information, we transfer the consumer’s call straight to the dealership, which greatly increases contact rates. Plus, we offer lots of great training materials and free phone training for your employees to help you sell more cars.
Our Daily Active Shopper Programs include an outbound call made professionally and in a timely manner. We own and manage our own call center for just this reason. We know the metrics that create success, and we watch them closely to help you sell more vehicles.
SECURE ACTIVATION SITE
For those who prefer to activate their DriveToday™ Card online, we make the process extraordinarily simple and mobile friendly.