In the highly competitive automotive industry, diversifying revenue streams is crucial for dealership success. While new vehicle sales are often the main focus, fixed operations (Fixed Ops) can be a key revenue source that dealerships can leverage to create a stable and consistent income stream.

Is direct mail a thing of the past? Or rather an ancient way of connecting with consumers who pay no attention unless it's in digital form?  The truth is, direct mail is still incredibly effective in today's world. While digital marketing strategies are still a successful way of connecting with consumers, don't discount the great benefits of direct marketing. Here are a few ways direct mail is still effective in today's world.

Millennials Love It

Direct mail marketing proves to be a winner amongst millennials. Without a doubt, millennials are definitely the digital generation, however, they still maintain the same built-in emotional response to receiving physical mail. According to the US Data Corporation, millennials are more likely than any other generation to read their mail, in great part due to the fact that they actually enjoy receiving mail; in fact, a study found that 25% of millennials consider reading direct mail a leisure activity.¹ If you use a strategically targeted direct mail campaign, you’ll be sure to generate qualified leads and drive online traffic to your company’s website.

This time last year, we were celebrating our associates by throwing axes, racing go-karts, and having a great time. The broad implications of the Coronavirus were on our minds as we waited for guidance from local officials and the CDC on what might happen next.

Any online advertiser can create a Paid Search campaign, but Paid Search success is only as strong as the strategy behind it. Below, GSM covers some of the top ways to strengthen your Paid Search campaigns across budgeting, audience targeting, and campaign structure.

Hispanic audiences are a critical demographic to target quite simply because this audience is the fastest-growing segment of the American population. Targeting this population of auto shoppers represents a massive source of untapped revenue for many dealerships.

If you missed part one of the series, click here. Part one covers common reasons for customer defection.

Your dealership’s CRM or DMS is full of thousands of hard-earned leads, but over time, it’s hard to keep them all engaged. You can do more with the customers in your DMS, rather than calling every 30 days or every few months. Luckily, there are many techniques you can apply to make sure your customers keep returning to your dealership and not a local competitor.

What are Lookalike Audiences?

Facebook creates Lookalike Audiences by using your own first-party data. It uses the customer information you have provided via a list upload, as well as  customers’ data from their Facebook (interests, likes, groups, etc.), to find similar customers to target with your ad content. Facebook identifies the common qualities shared between your customers and other Facebook users to create more qualified target audience(s).