As the automotive industry is challenged with cash strapped consumers, direct marketing agency Aspen Marketing has been working with their automotive clients to reach consumers in a more multichannel and geo-targeted way.
Aspen, which does the dm for various automotive companies including Mercedes, GM and KIA, recently partnered with e-mail services firm CityTwist to do geo-targeted e-mail. The agency has been using direct mail in conjunction with e-mail to promote events and sales at the local level.
“We’re really looking at a multichannel marketing approach, whereas a few years ago it was pretty much just direct mail,” said Mike Gottschalk, EVP of Aspen Marketing. “We drop the mail ahead of time, then do the e-mail campaign a day or two before the campaign begins to build interest.”
Aspen is sending these e-mails out to 125 million consumers nationally. CityTwist handles the geo-targeting component and targets the recipients based on zip code. The demand to be more targeted has come in response to the slowed automotive industry.
“It has forced us to be better marketers and enhance our tactics,” added Gottschalk. “We are trying to enhance our products to get a better response out of consumers.”