One of the only places from which I get personalized direct mail is the auto dealership that occasionally services our SUV. I received another personalized piece this past week, and while I think they continue to do a better-than-static job of things, I continue to see omissions that could make the difference between us buying something and not.
In this most recent mailing, the dealership offered to buy our SUV. I assume they know that around this age of vehicle (nine years old), auto owners start looking to get out of something with higher mileage and into something new. We are, in fact, starting to actively look.
We want to acquire several 2005 Chevrolet Equinoxes this year to meet increasing market demand. There is value in your vehicle! Let’s discuss this.
It’s a good start. They know my name, the make, model, and year of my vehicle, and offered to buy it at around the right time. Unfortunately, that’s as far as it went.
Here’s where they missed the big opportunity and where you, as a service provider, can be looking to add value.
You don’t generally sell a vehicle without purchasing something else. The dealership missed the opportunity to layer on readily available demographic data that could have made a huge difference. By knowing my husband’s age and mine, and by knowing that we still have several children under the age of 18 in the home, they would have learned that we fit squarely into a key demographic group of consumers who are likely looking to trade the smaller compact SUV for something larger and more utilitarian. Knowing this, the dealership might have suggested that we trade in our vehicle for [make, model] of larger, specific, currently available SUVs and minivans they have on the lot right now.
The opportunity whoever handles the print work for this dealership is twofold:
- creation of basic customer personas (young, unmarrieds; older marrieds without children; young marrieds with children; older marrieds with children; empty-nesters; retirees); and
- data appends could help determine which persona our family (and other customers for whom they have a service history) fits into.
Gathering this information is not expensive. It just takes the time, commitment, and marketing savvy to do it. Are you helping your customers move into more relevant personalization?