The Direct Marketing Association's (DMA) "Direct Marketing Facts and Figures in the Automotive Industry," reveals that auto retailers who spent $7.3 billion on direct marketing campaigns in 2007 saw it drive $248.1 billion in sales, a return on investment of $33.81 on every dollar spent. At the same time, the auto manufacturers spent $8 billion on direct marketing advertising in 2007, realizing $77.8 billion in sales, or a $9.68 ROI per dollar spent.
DMA Senior Research Manager, Anne Frankel, said "Direct marketing plays a key role in the economic vitality of the automotive industry... Compared with all other measured verticals, automotive retailers/service stations have the highest ROI and the largest annual direct marketing-driven sales volume."
The new report provides a comprehensive overview of the automotive industry including some of these key findings:
- By 2012, auto manufacturers are expected to invest $9.8 billion on direct marketing, yielding $108.1 billion in sales, with an ROI of $11.
- Vehicle retailers will see a slight decrease in ROI, to $33.67 by 2012. That will result from spending $8.8 billion on direct marketing advertising and earning $297.8 in sales.
- Direct-order campaigns produced at least 40 percent of direct marketing sales in 2007.
- In Q3 2007, Toyota was the No. 1 vehicle brand mailer of service promotions.
- Of the domestic brands, Ford, Chrysler, and Dodge sent out the most direct mail sales campaigns during Q3 2007.
- Of the foreign auto brands, Toyota, Mercedes-Benz, and Honda sent out the most direct mail sales campaigns during Q3 2007.
- Most direct mail sales pieces sent in Q3 2007 were aimed at acquiring new customers.
- About 75 percent of the auto industry's direct marketing investment and sales center around consumers, with B2B sales making up the remainder.
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