As with any type of marketing, particularly automotive marketing, consistency is paramount. Running direct mail promotions on a regular "schedule" has proven to be the most successful way to keep the flow of traffic in the showroom, as well as the best way to keep the phones ringing.

You don't need to run a direct mail promotion EVERY single weekend, but at least ONE weekend or weekday per month is highly recommended.

Keep your name and your dealership FRESH in the consumer's mind. Give them every reason to visit YOUR dealership, including name recognition, rather than simply visiting the guy down the street.

And, please don't forget: Promotions are not only to generate a "buying" environment for prospects, but also to stimulate your sales staff by creating a "selling" environment.

There's no "magic pill" to the successful promotion - but it's really quite simple if you think about it ...