EASY. ENGAGING. EFFECTIVE. | COVID-19 MARKETING IDEAS 2020 FALL MAILER TEMPLATES August, September Back to School, Labor Day, Football, Fall, Breast Cancer Awareness © 2020 The Reynolds and Reynolds Company. All rights reserved. Confidential and Proprietary Information. CONTENT WHY CHOOSE REYNOLDS AND REYNOLDS? . 2 CUSTOMIZE YOUR TEMPLATE . 3 MAILER SIZES . 4 VARIABLE OFFERS . 5 2020 SCHEDULING SUGGESTIONS . 6 DIRECT MAIL STATISTICS . 7 INSIDE TEXT IDEAS . 8 OFFERS THAT DRIVE ACTION . 9 FALL TEMPLATES—INTRODUCTION . 10 BACK TO SCHOOL TEMPLATES . 11–28 POSTCARDS . 11–20 SELF-MAILERS . 21–28 LABOR DAY TEMPLATES (POSTCARDS) . 29–30 FOOTBALL TEMPLATES . 31–38 POSTCARDS . 31–35 SELF-MAILERS . 36–38 FALL TEMPLATES . 39–62 POSTCARDS . 39–52 SELF-MAILERS . 53–62 BREAST CANCER AWARENESS TEMPLATE (POSTCARD) . 63 MARKETING IDEAS FOR COVID-19 . 64 POPULAR SEASONAL OFFERS • All-Weather Floor Mats • Battery – Complimentary Battery Check / • Alignment Discounts Free Installation with Purchase • Cooling System Service Specials • Free Fall Inspection (Check battery, coolant, • Brake Specials belts, hoses, headlights, fluids, tire pressure, brakes) 1 © 2020 The Reynolds and Reynolds Company. All rights reserved. Confidential and Proprietary Information. FIRSTLY THANK YOU FOR CONSIDERING US! WHY CHOOSE REYNOLDS AND REYNOLDS? PERSONALIZATION Generate a higher return on your investment with personalized mailers that catch your customers’ attention and convince them to take action . VARIABLE PRINTING Send the right offer to the right customers with variable printing. With one campaign you can target multiple customer segments with different offers, increasing response rates and protecting your bottom line . (See page 6 for examples) . CREATIVE DESIGN Eye-catching design can mean the difference between your customer reading your direct mail piece or tossing it in the trash. Our creative design will get your message noticed by standing out in the mailbox. INTELLIGENT OFFERS Our nationwide network of marketing consultants has the experience to create offers that bring customers in. Throughout this book, you’ll see examples of the ROI generated when these campaigns have been run for real dealers, and you’ll see the offers that brought customers in. SMART DATA Send targeted, cost-effective mailers by using data to fine-tune your mailing list. In addition to choosing makes, models, year, and a zip code radius, Reynolds will work with you to identify top prospects. QUICK TURNAROUND Within 24 hours, our design team will create a mailer that meets your goals. Following approval, your mailers will be produced in three days or less. 2 © 2020 The Reynolds and Reynolds Company. All rights reserved. Confidential and Proprietary Information. CUSTOMIZE YOUR TEMPLATE OUR TEMPLATES ARE 100% FLEXIBLE! CHANGE THE CHANGE THE CHANGE THE SIZE CHANGE THE IMAGES COPY CONTENT 2 1 TEMPLATE CUSTOMIZATION 1 . Logo 2. Address, Phone Number, and Website 3 . Choice of vehicle images 5 4 . Amenities 5. Personalized/variable text 2 1 6 . Service hours 4 7 . Custom coupons 7 8 . Maps - especially important 8 on conquest pieces! 3 9 . QR codes 9 These options can be added to 6 ANY template! 3 © 2020 The Reynolds and Reynolds Company. All rights reserved. Confidential and Proprietary Information. MAILER SIZES POSTCARDS 6 x 9 6 x 11 SELF-MAILER, with Perforated Certificate or Wallet Card 6⅛ x 12⅛ 8 x 14 6⅛ x 12⅛ with 8 x 14 Wallet Card Booklet Style SELF-MAILER 8½ x 11 10½ x 17 Bi-fold 8½ x 14 8½ x 11 Tri-fold 4 © 2020 The Reynolds and Reynolds Company. All rights reserved. Confidential and Proprietary Information. VARIABLE OFFERS Variable printing allows you to target different customers with different offers within one mailing. The example below illustrates how offers can be changed based on the customer’s service history. Variable printing can also be used to print variable service advisor names or salesperson names. 3 different targets |3 different offers 1| campaign Jackson Dale 1234 Hollywood Ave. Hollywood, CA 45401 123.456.7890 06/01/19DATE Target 1 00 PAY TO THE 5 Current customers, who ORDER OF John Samples DOLLARS had service in the past 5 Five dollars - good towards any service performed months, received $5 .00 off. The Jackson Dale FOR Automotive Rebate Dave Hoffman THIS IS NOT A CHECK. OFFER GOOD ON LABOR ONLY. NO CASH VALUE. SERVICE REBATE MUST BE PRESENTED AT TIME OF WRITE-UP. CANNOT BE COMBINED WITH ANY OTHER OFFER. EXPIRES 8/31/2017 Jackson Dale 1234 Hollywood Ave. Hollywood, CA 45401 123.456.7890 06/01/18DATE Target 2 00 Recent inactive customers PAY TO THE 10 ORDER OF Joe Buyer with no service in the past DOLLARS Ten dollars - good towards any service performed 6-8 months, received The Jackson Dale $10 .00 off. FOR Automotive Rebate Dave Hoffman THIS IS NOT A CHECK. OFFER GOOD ON LABOR ONLY. NO CASH VALUE. SERVICE REBATE MUST BE PRESENTED AT TIME OF WRITE-UP. CANNOT BE COMBINED WITH ANY OTHER OFFER. EXPIRES 8/31/2017 Target 3 Jackson Dale 1234 Hollywood Ave. Hollywood, CA 45401 123.456.7890 Longer-term inactive 06/01/18DATE customers, with no service 00 PAY TO THE 15 in the past 9-12 months, ORDER OF Jane Smith DOLLARS and customers who Fifteen dollars - good towards any service performed purchased a car in the last The Jackson Dale FOR Automotive Rebate Dave Hoffman 6-12 months with no service THIS IS NOT A CHECK. OFFER GOOD ON LABOR ONLY. NO CASH VALUE. SERVICE REBATE MUST BE PRESENTED AT TIME OF WRITE-UP. CANNOT BE COMBINED WITH ANY OTHER OFFER. EXPIRES 8/31/2017 visits, received $15 .00 off. 5 © 2020 The Reynolds and Reynolds Company. All rights reserved. Confidential and Proprietary Information. 2020 SCHEDULING SUGGESTIONS Mailers will be produced and delivered to the post office within three days of final approval of your artwork and mailing list. To allow time for standard delivery (6-9 days from production) please note the guidelines below for order approval dates. Some deadlines are extended because heavy mail volumes can impact delivery time. SUGGESTED SEASON/EVENT SCHEDULING NOTES MAIL DATES Mid July– Timing will vary based on when school Back to School starts in your area. Shoot for mailers to Early August arrive two weeks before school starts. Mailers should arrive 2 weeks prior Labor Day By August 14 to the holiday to optimize the length (September 7) of time that the theme of the piece is relevant. Late August– If you’re including a football schedule, Football shoot to have the mailer arrive a week or Early September two before the season starts. If you’re mailing a Halloween-theme September 15– piece, shoot to have it in the mail by Fall September 10. (Ask your Document October 31 Services Consultant to see our Halloween theme templates.) Plan to have the campaign arrive shortly Breast Cancer September 14– before October 1, so that the content is Awareness 18 relevant all month long. READY TO GET STARTED? Contact your Reynolds Document Consultant, or email RDS@reyrey .com . 6 © 2020 The Reynolds and Reynolds Company. All rights reserved. Confidential and Proprietary Information. DIRECT MAIL 1% 1% 1% 1% .3% 9% 5 .1% STATISTICS3 .7% 4 .9% 2 .9% 2018 2017 2015 2018 2017 2015 Online Social Paid Display Email Media Search 2018 RESPONSE RATES THE POWER OF DIRECT MAIL • 9% response rate to house lists (2017 1% 1% 1% response rate was 5.1%) 1% .3% • 4.9% response rate to prospect lists (2017 9% 5 .1% 3 .7% 4 .9% 2 .9% response rate was 2.9%) 2018 2017 2015 2018 2017 2015 Online Social Paid Display Email Media Search Advertising mail is Direct mail recipients Advertising mail is Direct mail recipients o American o American 73% kept in a household purchased 73% kept in a household purchased consumers say they 28% consumers say they 28% preer being contacted or 17 days more items and spent preer being contacted or 17 days more items and spent by brands via direct on average. on average. more money by brands via direct more money mail because they can 28% 28% than people who mail because they can than people who read it whenever they didnt get the direct read it whenever they didnt get the direct want. mail piece. want. mail piece. 1% 1% 1% 1% 1% 1% 1% 1% .6% .6% .6% Advertising mail.6% is Direct mail recipients .4% Advertising mail is Direct mail recipients *Source for all 3 statistics: September 2020.4% “Mail Spoken Here” newsletter from the US Postal Service. .2% .2% .2% .2% .3% o American .3% o American 5.1% 3.7% 3.4% 2.9% 1% 1.4% 5.1% 3.7% 3.4% 2.9% 1% 73%1.4% kept in a household kept in a household 9% 5 .1% 3 .7% 4 .9% 2 .9% 73% 9% 5 .1% 3 .7% 4 .9% 2 .9% purchased purchased consumers say they House Prospect 28% House Prospectconsumers say they 28% 2017 2015 2010 2017 2015201720102015 2010 or 2017Online2015 2010 SocialmorePaid items and spentOnline Social Paid or more items and spent Postcardspreer being contacted 17DisplayOnline daysEmail MediaSocialSearch Paid OnlineDisplay EmailpreerSocialMedia beingSearch contactedPaid 17 days 2018 2017 2015 2018 2017 2015 2018 2017 2015 by brands via2018 direct2017 2015on average.Email Email on average. Display Media Searchmore moneyDisplay byMedia brands viaSearch direct more money mail because they can 28% 28% than people who mail because they can than people who read it whenever they didnt get the direct read it whenever they didnt get the direct want. 2018 RESPONSEmail RATES piece. BY FORMATwant. 9/HOUSE10 LISTS11%PROSPECT9/ LISTS10 10% mail piece. What about all that digital marketing? No digital Postcards channel comes close to generating12.4% the response 12.4% rates of direct mail.