Did you know that - last year alone - $36 billion was spent on direct mail? Approximately 780 billion pieces of direct mail were sent to 134 million addresses. Direct mail is still the best marketing investment you can make. It's fast, it's simple, it's inexpensive, and it's easy to track results. It is the most utilized marketing tool in any industry in our nation. The Internet has not replaced it; in fact, marketers use direct mail to encourage customers and prospects to visit their Web sites.

Direct mail allows you to market to a target audience of your choosing or to motivate existing customers by special offers or a reminder card program. It saves you money by getting your message to the market that will actually patronize your shop instead of advertising to the masses. Here are the key elements to make your direct mail work for you:

Have a plan of action - What do you hope to accomplish with this mailing?

• More money?
• Higher car count?
• Customer loyalty?
• Referrals?
• Getting your name "out there."
• Making a special announcement such as "Visit us at our new location?"
• Fleet accounts?

Think about your customers or prospects as you're planning your direct mail campaign. Put yourself in their shoes. What would make you respond to the direct mail piece? If the offer or the benefits you plan to mention would not motivate you to come to your shop, it won't motivate your customers either.

Who is your target audience?

• Current customers?
• Prospects?
• Both?

Cost

• Does the cost of mailing work well with your marketing budget?
• Figure in printing and postage.
• Make sure you can track results with a coupon.

What impression do you want to create about your shop with your direct mail piece?

• Friendly service?
• Fast service?
• Best prices in town?
• State-of-the-art equipment?

You need to emphasize what makes your shop special or better than your competition down the street. Look for ways that set you apart.

What look would best portray your shop's image?

• Upscale?
• Contemporary?
• Functional?
• Classic?
• Corporate?

Is your shop photogenic? Would you be proud to have your shop's picture displayed on the front of a postcard? If so, do it.

How to make it just right!

There are six basics that must be considered as you decide on your direct mail piece. Also, consider the type of direct mail you will use. An oversized postcard is your most economical piece and is easy for your recipient to read. A letter in an envelope will many times be tossed unless the envelope is unique or the address appears to be handwritten. A flier or newsletter that is trifolded as a self-mailer works well. Consider these elements that comprise the look, feel and content of your direct mail piece:

Verbiage

• Keep it simple! You only have a few seconds to capture your readers' attention. A simple text with a powerful message telling what you have to offer and why they need your services is your best bet. Too many details crowded in discourage the reader from finishing or even beginning to read your piece.

  Make it personal! The more personalized a piece is, the better your response rate will be.

• Put a time limit on your piece! Always add an expiration date as a call to action.
• Add a coupon! This is how you measure your response. It's good for tracking and gives a perceived price cut even if there isn't one.

  Content should be written for your readers, not full of technical information that appeals to you and your peers.

Design

• Include something that will make the recipient react. A mailer that merely lists hours of operation and location won't have customers calling to make an appointment for service. An excellent offer or service wrap will do the trick.
• Use color to grab their attention. Two-color, three-color or four-color will all work wonders for you.

Layout

• A masthead is an excellent tool for a newsletter. It sets the tone for what is to follow, gives your reader an impression and answers "who, what, when, where and how."
• For a smaller direct mail piece such as a postcard, a logo can act as your masthead.

Artwork

• Using art will add spice to your design.
• Artwork or clip art gives you tremendous flexibility.
• Clip art adds pizzazz and is a less expensive alternative to a purchased image.
• Digital cameras can help you as well - take a photo of your staff or your shop.
• Make sure your artwork never overpowers your message.
• Always use high-resolution artwork so your end result is crisp and clear and not blurred or grainy.

Fonts

• The use of fonts can convey a variety of meanings. Classic, fun, contemporary, script, block ... there are an infinite number of styles to choose from. Today, some fonts even look like handwriting, giving your piece a personal look.

White Space

• This is one of the most undervalued tools of graphic design.
• Overcrowding a piece can discourage recipients from reading it at all.
• Use of white space provides a resting point for your reader's eye.

Direct mail is an excellent way to stay in touch with customers, prospects and friends. Whether you use postcards or newsletters, they establish credibility and authority. Direct mail builds customer loyalty if the content is useful to the reader. It can sell your service in a soft way - not a hard sell. Use this tool to announce new services and products. If you set your goals in place, direct mail can work wonders for your business!

Editor's note: This article is one of several management features that will be contributed to AutoInc. this year by Automotive Management Institute (AMI) instructors. To learn more about AMI, its courses and instructors, visit www.aminonline.org. George Zabrecky is the president of NWZ WORX Multimedia. Zabrecky has been helping the automotive aftermarket with its marketing needs for more than 15 years. NWZ WORX offers a consulting program for repair shops called "Advantage in Marketing" (AIM). AIM is also a direct mail company for the automotive industry - offering postcards, newsletters and reminder cards (AutoLoyal). For more information on how to market your shop, call Zabrecky or his staff at (800) 473-0202.

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