We have multiple marketing layers as part of a national franchise system.
The franchisor handles everything digital on a national level while I supplement with local direct mail
Here’s why:
Most people get their cars fixed within 1 mile of where they work or live.
This makes direct mail very powerful in our business
We mail to 5,000 single-family homes every month per shop.
We pick specific mail routes within a 1-2 mile radius.
In highly urban locations, we have to be very selective in our routes
In suburban locations, we can blanket the area.
We run aggressive offers such as:
– Buy 1 Oil Change, Get 1 Free
– Buy 3 Tires, Get 1 Free
– Up to $100 off Brakes
– Free flat repairs
$5 off isn’t going to get anyone in!
We do a “match back” every quarter to compare the addresses we mailed with customer invoices.
Consistency is the key.
You’re not going to see great results from mailing 1 or 2 times
We mail every month, all year round
People only visit auto repair shops 2-3 times per year
Our goal is to be top of mind when there’s a need
We’ll spend $700,000 on direct mail this year
Am I an idiot, or is this a great investment?
The company I’ve used since day 1 happens to be an hour from me.
I just released a video going behind the scenes to show their process of printing 200 MILLION mailers per year
I dive deep into our numbers, how we select routes, and show you exactly how much money direct mail generates.
Could direct mail work in your business?
Cheers!
Brian
P.S. Today at 12pm EST my Cash Flow Club newsletter goes out. I’m giving away a tool to help simplify the P&L review process.
