FORT WORTH, Texas - The luck of the Irish was everywhere in a recent St. Paddy's Day promotion, according to Randy Bowling, vice president at Bowling RV, which is located in Ottumwa, Iowa.
'We are always looking for new ways to promote our business and when Randy suggested a new feature of RVM Promotion's direct mail program, we were intrigued, but not sure how it would factor into our event,' he explained.
'Wow, we were elated with the added sales that were generated by adding a personal URL (PURL) for prospects to find out what the value of their RV was - even if they had no plans to attend the event and had no intention of buying a new RV this year,' said Bowling.
The invitation to "Find Out What your RV is Really Worth" quickly grabs attention as it is strategically placed next to the prospect's name and address on the mail panel, said Randy Adams, owner of RVM Promotions, who has added the PURL feature to recent dealer direct mail programs.
"It's very difficult to pass over the invitation to find out what your RV is worth," said Adams. "Once a sales professional from the dealership calls with the information the prospect is first encouraged to attend the open house, bring in their unit for final evaluation, and they wind up buying a new or pre-owned RV - which was not in their plans that weekend."
Bowling added, "This was one of the best returns on investment that we have ever had for an open house. Randy's direct mail promotions are always successful, but this new feature is something dealers will really want to look at for their next direct mail piece.
"Three of the 27 units we sold over the weekend were to prospects who were not planning on coming in for the promotion, but they were curious to see what their RV was really worth," he added. "The profit from those three sales came close to paying for the entire promotion.
"We've never experienced anything like this before - just off the charts - and we are still working the leads and expect this number to go up," said Bowling.
"These results clearly validate our innovative PURL program," said Adams. Assuming even an above average 3% attendance on a 10,000 piece mailer means there are 9700 people who, for one reason or another, are not coming in for that particular weekend promotion. It is primarily from this group that we see additional sales from the PURL.
"Even selling just one unit from the PURL can offset 50 percent of the cost of a typical 10,000-piece mailer," he added. "In Bowling RV's case, the PURL profits effectively reduced the final cost of a $10,000 mailer all the way down to approximately $2,500. Combined with the very successful use of our Credit Score Predictor names, our dealers have experienced exceptional results and many have mailed twice in the first quarter of 2017."
For more information and for an online tour of the PURL, contact Randy Adams at firstname.lastname@example.org or call 386.547.8013.