PDF - DealersEdge

Secrets of 5 Killer Direct Mail
Promos for Service
With
Nick Pizza
CEO, NIck Pizza, Inc
Moderated by
Mike Bowers
Executive Editor, DealersEdge
Presented by DealersEdge
Nick Pizza, CEO of Nick Pizza, Inc
Nick Pizza has been CEO of Nick Pizza, Inc., a full service direct mail advertising company for automobile dealers,
since he founded the company in 1997. With over 40 years experience in the new car business and advertising
combined, Mr. Pizza served as either a Parts Manager, Service Manager, and Dealers Fixed Operations Manager
for over 23 of those years.
Nick Pizza started in the automotive business in 1968. By 1969, he had already become Parts Manager in a Chevy
store in his hometown, Middletown, N.Y., which he effectively ran for 9 years. As a vibrant entrepreneur, Mr. Pizza
owned and operated a very profitable parts store and then returned to the dealership as fixed operations manager,
this included establishing two car dealership wholesale parts businesses, selling to over 100 body shops on a
monthly basis.
In addition to the hands-on knowledge gained through all his years of hard work, his knowledge in the automotive
industry excelled even further. After graduating from Chevrolet’s Advanced Auto Parts Management, in 1972, he
then continued his graduate education in the automotive industry, and in 1988, he graduated from GM’s University in
Automotive Management, where he studied fixed operations.
Due to the success he generated in his businesses from the implementation of direct mail marketing before it was
even popular, in 1991, Nick Pizza ended his career in fixed operations and started a career exclusively in the direct
mail advertising business. By 1992, as a General Partner for a highly competitive automotive direct marketing
company, Mr. Pizza impressively secured a contract with General Motors for all their car dealers who signed up for
service coupon mailers, invoiced all through General Motors.
After a financially successful partnership, Mr. Pizza went on to establish his current operation, Nick Pizza, Inc. and
became a valued vendor in the GM co-op program. In 2006, Nick Pizza, Inc. became a member of the GMMDA and
was awarded the “Vendor of the Month Award” in March 2007. Throughout his career in automotive direct mail
advertising, he has received numerous honors and awards for innovation and creativity.
5 DIRECT MAIL PROMOTIONS DESIGNED TO DRIVE
TRAFFIC AND KEEP PEOPLE COMING BACK
Henry Ford:
“A business absolutely devoted to service will have only one worry about profits.
They will be embarrassingly large.”
Get Busy And STAY BUSY
5 Direct Mail Promotions Designed To Drive Traffic
And Keep People Coming Back
• Why Direct Mail
• The Importance of Identifying Your Customers
• What To Mail
• Getting Them In
• Games and Give-A-Ways
• Changing Perceptions & Building Relationships
• Fight Your Own Misconceptions
• Consistency
• Get The Most Out Of Your Ad Dollars
Page 1
• Why Direct Mail?
It is proven that advertising in the mailbox
is one of the most effective ways to draw
customers to your business
FACT: P
eople read their mail and
respond to coupons
Page 2
• The Importance of Identifying
Your Customers
THE KEY TO SUCCESS IS TO GET IN FRONT OF THE RIGHT PEOPLE,
WITH THE RIGHT PROMOTION, CONSISTENTLY
- The people driving your product, are your customers
- Know your demographics
- Building your database
Page 3
• What to mail?
• Direct Mail Marketing Options
- Size
- Color/Theme
- Target Market?
- Coupon Pricing
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• Getting Them In!
Call to Action
- PSG
- What makes it work and its
advantages
Page 5
POSTAL SERVICE GRAM
VEHICLE SAFETY, CAMPAIGN and
RECALL INSPECTION
FREE SAFETY, CAMPAIGN & RECALL INSPECTION
A Free Safety Campaign and Recall Inspection Clinic for Chevrolet, Buick &
Oldsmobile vehicles will be held next week only at Palm Chevrolet GM Service
Center. If you own a Chevrolet, Buick or Oldsmobile, Factory Trained Technicians
will conduct a thorough analysis of your vehicle and provide you with a written
report. This service clinic is FREE.
Any outstanding campaigns and recalls will be performed on your vehicle at no charge.
Clinic Dates:
NEXT WEEK
MON. thru FRI.
8 am to 4 pm
Authorized Location:
Palm Chevrolet GM Service Center
2300 SW College Road
Ocala, FL 34471
Don’t Delay! Call (352) 671-2650 for an appointment
or log onto www.palmchevrolet.com
APPOINTMENT DAY & TIME ______________________________________
Available during the safety inspection.
LUBE, OIL & FILTER CHANGE
Includes Up To 6 Qts. Of Quality Motor Oil &
New Oil Filter
For the
special
price of:
1995
$
Synthetic oil /Diesels extra. Not to be combined with any other offer. Offer expires 30 days from receipt.
Page 6
BUICK GMC SATURN OF DANBURY
84 Federal Rd. • Danbury, CT • 877-854-5614
Appointments Available Online @ www.saturnofdanbury.com
Safety Inspection Coupons
WILD CARD DISCOUNT
EXECUTIVE DETAIL
How many times have you seen an advertised discount for
something you don’t need? Or you need something but can’t
find it on a discount? Well, this coupon is for you. You decide
what service you want done and we will give you the discount!
• Wash Exterior • Wash Wheels
• Clean & Dress Tires • Clean Mirrors & Windows
• Vacuum Interior
• Wipe Dash, Doors, Panels & Seats
10% OFF
2995
$
Max discount $50. GM vehicles only. Must present coupon when order is written. Not valid
with any other offer. Expires 02/28/10.
Price plus taxes & shop supplies. GM vehicles only. Must present coupon when order is
written. Not valid with any other offer. Expires 02/28/10.
BRAKE CLEANING
COOLING SYSTEM SERVICE
WHAT SHAPE ARE YOUR BRAKES IN?
Make Sure Your Brakes Are At Their Best. Let Us
Clean And Adjust Your Brakes For Only...
19
$
95
• Inspect hoses & belts
• Add up to 1 gallon of Coolant
• Drain & refill
Chemical flush & additional parts/labor extra
39
$
95
Price plus taxes & shop supplies. GM vehicles only. Must present coupon when order is
written. Not valid with any other offer. Expires 02/28/10.
Up to 1 gallon of coolant. Price plus taxes & shop supplies. GM vehicles only. Must present
coupon when order is written. Not valid with any other offer. Expires 02/28/10.
TRANSMISSION SERVICE
4 WHEEL TIRE ROTATION & BALANCE
• Completely Drain and Replace Fluid
• Check Linkage
• Test Performance
79
$
95
Price plus taxes & shop supplies. GM vehicles only. Must present coupon when order is
written. Not valid with any other offer. Expires 02/28/10.
Ensure Proper Tire Wear And Help
Improve Your Gas Mileage For Only...
39
$
95
Price plus taxes & shop supplies. GM vehicles only. Must present coupon when order is
written. Not valid with any other offer. Expires 02/28/10.
Page 7
• Games And Give-A-Ways
Customers love games and give-a-ways
- Scratch cards
$
I WON 10,000!!!
-D
on’t be afraid of give-a-ways and premiums
Give-a-Ways are just 5.5% of the value of the
prize to insure
-P
remiums come in all shapes and sizes are
priced to fit all types of budgets
Page 8
SCRATCH & SAVE!
1736 Cassat Ave. • Jacksonville, FL
904-632-8411
www.mikeshadchryslerjeep.com
Lube Oil & Filter Change
• Oil Filter Replacement
• Up to 5 Qts. Motor Oil & Lube
• Check & Top Off All Vital Fluids
• Check & Adjust Tire Pressure
1995
$
Synthetic oil extra. Not valid with any other offer. Coupon must be presented at time
of write up. Expires 8/31/08. Plus tax & shop supplies. No further discounts apply.
PRESENT CARD TO SERVICE
ADVISOR AT TIME OF WRITE UP
Valid Through 8/31/08. NOT VALID IF SCRATCHED BEFORE
PRESENTING TO ADVISOR. NOT VALID WITH ANY OTHER OFFER.
10%
Off
S
Se UMMER
rvic
e Specials
Not valid if
scratched before
presenting to
Advisor.
up
to
Scratch & Save!
50%* OFF
(Not valid if scratched before presenting to Advisor. See other side for details)
SCRATCH ABOVE
TO RECEIVE
SERVICE
DISCOUNTS
OF UP TO
*
50% OFF
* On any one line service item.
$100 max. discount. Expires 8/31/08.
7116
MIKE SHAD
CHRYSLER JEEP @ CASSAT
SCRATCH & SAVE!
S
Se UMMER
r
s
vice Special
up
to
Scratch & Save!
50%* OFF
(Not valid if scratched before presenting to Advisor. See other side for details)
MIKE SHAD
CHRYSLER JEEP @ CASSAT
1736 Cassat Ave. • Jacksonville, FL
904-632-8411
www.mikeshadchryslerjeep.com
Lube Oil & Filter Change
• Oil Filter Replacement
• Up to 5 Qts. Motor Oil & Lube
• Check & Top Off All Vital Fluids
• Check & Adjust Tire Pressure
1995
$
Synthetic oil extra. Not valid with any other offer. Coupon must be presented at time
of write up. Expires 8/31/08. Plus tax & shop supplies. No further discounts apply.
PRESENT CARD TO SERVICE
ADVISOR AT TIME OF WRITE UP
Valid Through 8/31/08. NOT VALID IF SCRATCHED BEFORE
10%
Off
Not valid if
scratched before
presenting to
Advisor.
SCRATCH ABOVE
TO RECEIVE
SERVICE
DISCOUNTS
OF UP TO
*Page 9
50% OFF
Infiniti of Coconut Creek
954 - 861- 6100
WE SERVICE ALL MAKES AND MODELS!!!
NOW OPEN SUNDAYS 7:30 - 1:30!
With Any Service,
Receive A FREE Coffee Mug
While Supplies Last!
Infiniti of Coconut Creek • 954-861-6100
5501 West Sample Road • Coconut Creek, Fl • Visit Us On-Line: www.877infiniti.com
HOURS: M/F 7:30-6:30 ~ Sat 7:30-5:00 NOW OPEN SUNDAYS! 7:30-1:30
WE SERVICE ALL MAKES AND MODELS!!!
With Any Service, Receive A FREE Coffee Mug!
While Supplies Last.
Scanner Code Retrieval
Not Sure What’S WroNg?
• Check Engine Light
• ABS Light
• Air Bag Light
There is no obligation to buy suggested service
Free
Not Valid With Any Other Offer. Coupon Must Be Presented At Time
Of Write Up. Ask For Details. Expires 2/28/10
No Further Discounts Apply.
FREE Safety Inspection
Factory Trained Technicians will perform a Multi
Point Vehicle Inspection at no charge to you. These
Technicians will conduct an analysis using the latest
electronic equipment & will provide you with a FREE
written report of your vehicle’s condition. There is no
obligation to buy any suggested service.
Free
Not valid with any other offer. Coupon must be presented at time of
write up. Expires 2/28/10. No further discounts apply.
Oil Change Special
29 95
$
• Quality Motor Oil (up to 5 qts.) &
New Oil Filter.
• Change engine oil and oil filter
• Check and top off all fluid levels.
• FREE Multi Point Vehicle Inspection
Synthetic oil & diesels extra. Not valid with any other offer. Coupon must be
presented at time of write up. Expires 2/28/10. Plus tax & shop supplies.
No further discounts apply.
Pot Hole Special
Alignment Benefits:
• EXTENDED TIRE LIFE
• BETTER GAS MILEAGE
• SAFER DRIVING
69 95
$
Most vehicles. Not valid with any other offer. Coupon must be
presented at time of write up. Offer expires 2/28/10. Plus tax &
disposal fees extras. No further discounts apply.
Wild Card Special
How many times have you seen
an advertised discount you don’t
need? Or you need something
but can’t find it discounted? This
coupon is for you. You decide
what service you want & we will
discount it!
15% OFF
Not Valid With Any Other Offer. Coupon Must Be Presented At
Time Of Write Up. Ask For Details. Expires 2/28/10. No Further
Discounts Apply.
Page 10
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Page 11
rite up.
• Changing Perceptions &
Building Relationships
Customer Misconceptions
- Dealership too expensive
- Dealership contributions to misconceptions
Discount Coupon Card
- Clearly demonstrates Competitively Priced
Common Services
Page 12
We Know Times Are Tough...
10 15
%
% OFF
In These Current Economic Times Every Little Bit Helps.
Use This Card & Save!!!
Your Next Service Visit:
oil changes, tire rotations,
repairs, recommended
maintenance....anything.
$150 max discount. KIA vehicles only. Must present this certificate when order is written. Not redeemable for
cash. Service offer valid only at dealers listed on opposite side. Cannot be used in conjunction with any other offer.
Customer is responsible for local tax. See service advisor for complete details. Offer expires 10/31/09.
Oil Change Special
• Replace engine oil (up to 5 Qts)
• Replace engine oil filter
• Check all fluid levels
• Check tire pressure
$
1695
Synthetic oil additional. KIA vehicles only. Offers
exclude prior sales. Must present coupon at
time of write up. May not be used in conjunction
with any other offer. Plus tax & shop supplies.
No further discounts apply. Offer expires
10/31/09.
Tire Rotation Special
FREE Brake
Inspection &
4 Wheel Tire Rotation
$
1395
Not valid with any other offer. KIA vehicles only.
Offers exclude prior sales. May not be used in
conjunction with any other offer. Coupon must
be presented at time of write up. Offer expires
10/31/09. No further discounts apply.
Multi Point Fall
Vehicle Inspection
Factory trained technicians will perform a
Multi-Point Fall Vehicle Inspection at no charge
to you. These technicians will conduct an
analysis using the latest electronic equipment
and will provide you with a written report
of your vehicle’s condition. This service is
absolutely FREE, and there is no obligation to
buy any suggested service.
FREE
Not valid with any other offer. KIA vehicles only.
Offers exclude prior sales. May not be used in
conjunction with any other offer. Coupon must
be presented at time of write up. Offer expires
10/31/09. No further discounts apply.
Century KIA • (813) 574-6871
4340 W. Hillsborough Ave. • Tampa, FL • www.centuryautomall.com
Page 13
PICK ANY SERVICE & $AVE
15 OFF
%
Your Next Service Visit!
(See other side for details. Expires 11/30/09)
G
Co
on oupon
sidether
!!!
Your One Stop Shop For All
Your Automotive Needs
10 15
%
% OFF
Your Next Service Visit:
Oil Changes, Tire Rotations, Repairs,
Recommended Maintenance....Anything.
$50 max discount. Must present this certificate when order is written. Not redeemable for cash. Service offer
valid only at dealers listed on opposite side. Cannot be used in conjunction with any other offer. Customer is
responsible for local tax. See service advisor for complete details. Offer expires 11/30/09.
Saturn of Totowa • (973) 890-7400
400 Rte. 46 East • Totowa, NJ • www.saturnoftotowa.com
Saturn of Ramsey • (201) 327-2844
815 Rt. 17 South • Ramsey, NJ • www.saturnoframsey.com
Page 14
• Fight Your Own
Misconceptions
Dealer Misconceptions
- Dealer perceives two different customers
- Active customers don’t need to be mailed to
- Your service manager is a marketing Guru
- You can’t romance your customer like an
independent
-Y
our Customers are bored with your promotions.
You need to trick them into coming back
Page 15
• Your Customers are not
bored with your promotions.
You may be bored with a certain promotion, but your
customers are not
– While you are certainly aren’t locked into any
one look, you still need to stay in front of your
customers
– You can change up color, theme and size and
most importantly the drop schedule
- There is no need to trick them into coming back
Page 16
• Consistency
Sales Are Variable - SERVICE IS FIXED
Familiarity
– How to stand out in mail box
–E
xpiration dates
- 11x17 vs 6x9 vs 4x6
- One Day Service Clinic
Page 17
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Page 18
$4,500 *
*Odds of winning 1:10,383. Rules &
guidelines posted at dealership.
Dear Owner,
Ed Morse Cadillac Delray Beach, Quaker State and BG Products are conducting a FREE SERVICE
CLINIC to thoroughly evaluate and inspect your vehicle’s mechanical condition. This inspection service
clinic will include Brakes, Front End Suspension, Tires, Lights, and Under the Hood. The service will
take approximately 30 minutes after which you will receive a written report on your vehicle’s condition. You
are under NO OBLIGATION to have any recommended repairs or services performed at our location.
If you wish to take advantage of this FREE SERVICE CLINIC, please respond as soon as possible. Please
call the service department to schedule an appointment at 1 (888)299-9016 for service. The clinic is by
appointment only to avoid your having to wait unnecessarily and to allow convenient scheduling.
DATE
DAY
TIME
Appointment Time
August 28th
Friday
8:00 am to 4:00 pm
________________
WE ANTICIPATE A GREAT DEAL OF DEMAND FOR THIS FREE SERVICE,
SO PLEASE CALL EARLY FOR AN APPOINTMENT -- 1 (888)299-9016
We encourage you to take advantage of this opportunity to visit with our fine staff and ask any questions
you may have. We encourage you to talk with our people and see for yourself that Ed Morse Cadillac
Delray Beach believes in customer satisfaction. As you visit with us, we invite you to enjoy free food
and beverages.
All of us from Ed Morse Cadillac Delray Beach are looking forward to seeing you!
Sincerely,
7661
Your Ed Morse Cadillac Service Team
Ed Morse Cadillac Delray Beach • I-95 to Linton Blvd., east to U.S. 1, south 500 yards
Telephone 1 (888)299-9016 - Visit Us Online At: www.edmorse.com
Page 19
• Get The Most Out Of Your
Ad Dollars
Direct Mail Is An Investment
Not An Expense.
How to Quantify Results
- Op Codes
- Number ROs
- ROI
- Feedback and dialog with
customers, dealer and vendor
Page 20
To Contact Me or Request a Packet:
Nick Pizza, Inc.
1-800-982-8629
www.CarReply.com
[email protected]