Automotive Dealers use direct mail regularly and in many different ways: postcards, self-mailers, letters in envelopes and oversized pieces. We recently received a piece from Arrigo Dodge Chrysler Jeep Ram that had so many interesting features that made me stop and examine their direct mail postcard a little closer.
Format: This postcard was set up as 5.5” x 11”, an unusual size so it stood out.
Design: The direct mailer was printed in full color although mostly used black and red inks. The mailing panel side was mostly “fine print” and appeared to be considered the back side of the piece. The other side was what the end user was supposed to read first.
Printing and Paper: It was hard to tell what type of paper they used as they laminated the postcard on both sides. The lamination was very nice and gave the postcard some rigidity.
Presentation: My favorite part! They had two pieces diecut within the postcard: a business card size card and a key. They also had a scratch off. I loved the interaction the diecuts and scratch off brought to the campaign.
Purpose: Arrigo is using this piece to drive traffic to their dealership. Specifically, they are targeting owners of Ford F-150’s to trade in their trucks for one of the brands Arrigo sells.
Offer and Call-to-Action: There are several offers: trade in your 2013 Ford F-150 truck for up to 110% of the black book value; bring in the diecut key for a chance to win $50,000; and scratch off the hologram for a chance to win $50,000. They had a clear start and end date to the promotion which helped lend a sense of urgency.
Digital technology integration: None but none was needed as the sole purpose was to get the consumer to visit the dealership. They did not even include a website or phone number.
Personalization: They knew the make and model vehicle the recipient owned so it was definitely a targeted direct mail campaign.
The combination of the lamination, diecutting and scratch off were pretty impressive. Great job Arrigo since the postcard made me stop and look at it more closely.