Carlender.com Prepares to Launch Ad Campaign
The company launched a marketing partnership yesterday with financial services Web site Gomez.com that makes it Gomez's first auto-financing partner. The Gomez agreement links the two sites and offers Gomez consumers a $50 rebate if they refinance their auto loan through Carlender.
The direct mail campaign will target consumers who have recently purchased a car from a dealer or obtained a loan. The company also will seek to market its service as a method of financing private, consumer-to-consumer transactions, although Molina said such customers are more difficult to target through direct mail than those who have purchased from a dealer.
"The direct mail will focus on the refinancing message," he said. "We'll focus on people who already have a loan and offer them a chance to lower their payments."
Meanwhile, Molina said Carlender was seeking a new advertising agency to handle the campaign. He declined to identify the agencies involved in the review. A decision is expected within a month, he said.