Dave Kring Chevrolet-Cadillac and Bay Winds Credit Union

According to a study by the Direct Marketing Association, direct mail produces a 4.4% response rate compared to other methods like email (0.12%), paid search (0.22%) and display ads (0.04%).  By using direct mail postcards, Kring sold dozens of cars in only 3 days financed by Bay Winds.

Project Description

4/4 postcard Card "Bay Winds Mailer"
  • Size: 6 x 8.5
  • Paper: 12pt C2S
  • Quantity: 5,500
  • Distribution method: Postcard run (mailing)

Solution

There are some essential elements in direct marketing that can make or break any campaign. Fresh graphic design, a clear the message or call to action and a recipient list or distribution method that clearly targets a qualified customer or prospective customer.

The direct mail effort was aimed at growing new car sales and financing agreements for Dave Kring Chevrolet-Cadillac in Petoskey and Bay Winds Federal Credit Union. A collaboration of two solid brands known for quality and integrity.

The design team at Mitchell Graphics worked closely with the marketing leads at both Kring and Bay Winds to establish a clean look with a clear call to action. The financing offer was three days only and the dealership location was well positioned in the creative with a photo of the exterior to reinforce where the offer could be explored.

Bay Winds offered a financing rate as low as 1.24% - clear offer and call to action.

Recipient list – qualified candidates provided by the marketing groups.

Distribution method – direct mail. One-to-one customer communication.

Results

Dave Kring sold dozens of vehicles over three days financed through Bay Winds.

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