When it comes to the automotive industry,
there still isn't a trustier channel than direct mail, and that's why Volkswagen
tapped creative agency Proximity London to create a dynamic direct mail piece
to persuade potential buyers to sign up for test drives.
The consideration period is much longer for a car purchase than if, say, “you're deciding to buy a new brand of toothpaste,” says Caitlin Ryan, executive creative director at Proximity London—which is why direct mail is the way to go.
“Direct mail works incredibly well in the automotive space; we do a lot of email and CRM for VW, as well, but direct mail is still what people want because it provides a tactile experience—they actually want to keep the literature,” Ryan says. “When people are considering a new car, they go into collector mode and look at many different models and gather lots of information.”
The consideration period is much longer for a car purchase than if, say, “you're deciding to buy a new brand of toothpaste,” says Caitlin Ryan, executive creative director at Proximity London—which is why direct mail is the way to go.
“Direct mail works incredibly well in the automotive space; we do a lot of email and CRM for VW, as well, but direct mail is still what people want because it provides a tactile experience—they actually want to keep the literature,” Ryan says. “When people are considering a new car, they go into collector mode and look at many different models and gather lots of information.”
