Consumers have a long-standing negative perception of auto dealers, your target audience. So, how do you prove to your target audience that having your brand on their side helps them win over their target audience?

The National Automobile Dealers Association (NADA) Convention & Expo is the auto industry event of the year. It’s a prime opportunity for Kelley Blue Book to connect with car dealers, give live product demonstrations, and close sales right there at the show.

KBB asked for a direct mail piece that would drive demo sign-ups at NADA.

The recommendation was to build on the current campaign that was already in market, sending dealers a mail piece that would be easily recognized from this top brand in automotive. And more importantly, impossible to throw away.

The end result was a DM (see it in the PDF below) that helped set the record for more demo sign-ups and completions in the brand’s history at NADA.

The thought behind the concept:
Our team developed several concepts for the client to choose from. Their final selection was a concept I brought to the table.

Car dealers are up against the long-prevailing perception that they are dishonest. They can soften that perception by partnering with KBB—the auto brand consumers trust most—and have consumers seeing dealers through rose-colored (or in this case, blue-colored) glasses.

What dealers got in the mail:
Dealers would receive a KBB-branded sunglasses case in the DM, along with messaging about how KBB helps them build trust—and therefore win more trade-in vehicles—directly from consumers.

The CTA urged dealers to stop by KBB’s trade show booth to get a demo and included a QR code to reserve their spot ahead of time.

How dealers redeemed their offer:
Once dealers completed the demo—and the client captured their contact information and potentially closed the sale—they would receive a voucher that would let dealers choose their own personal style of high-end, blue-lensed sunglasses. The glasses would be shipped to them back home so they didn’t have to worry about fitting another item in their suitcases.

An increase in demo requests:
The glasses were a strong incentive and a stand-out gift for dealers. It considered what appealed to the client’s target audience and factored in how they would interact with the piece before, during, and after the event. KBB stayed top of mind at every stage, contributing to the high conversion rate of DMs to sales.

The client liked the thinking behind the piece so much that they requested we extend the concept to other points of contact leading up to their presence at the expo.

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_{*Project completed as an employee of FARM, LLC.}