According to an article in Precision Marketing, the Royal Mail is to actively target car showrooms in an attempt to encourage greater use of direct mail among dealerships. Bike shops would benefit from the same advice. Why? A targetted direct mail campaign can generate new customers, reignite old ones and galvanise existing ones

Junk your ideas about direct mail

Packs highlighting the benefits of direct mail, as well as providing guidance on how to operate efficient and cost effective direct mail campaigns, will be distributed to approximately 14 000 car dealerships, says Precision Marketing.

Car dealers suffer from many of the same problems as bike dealers: pressure on margins; an expansion of channels, especially the internet; and a plethora of brands.

Royal Mail believes that although car dealerships hold extensive customer data, lack of expertise means they are not using that information to its full potential (ditto for the bike trade how many IBDs collect snailmail and email addresses at the point of sale?).

"Direct mail offers an excellent way of establishing and maintaining a business relationship from a distance. It’s important that dealers communicate with customers. Direct mail is a highly efficient way for [car] dealerships to achieve this," says Rachel Simpson, Royal Mail marketing manager.

Ditto for the bike trade.

Take advantage of some free advice and a few bells and whistles by logging on to the dedicated Royal Mail car dealership website at

Register in numbers and perhaps the Royal Mail will develop a package tailored to IBDs?

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