Middletown Honda Grabs $1.8 Million Additional Sales Using AutoAlert's 'Intelligent' Direct Mail

IRVINE, Calif., March 3, 2014 /PRNewswire-iReach/ -- Middletown Honda sold 599 additional vehicles in 2013 to existing customers by using AutoAlert opportunity selling and its DirectAlert Intelligent direct marketing tool to retain those customers' business to the dealership. 

"We work this software hard to identify and reach out to our existing customers through our Business Development Center, by direct mail and heavily through our service lane," said General Manager Stu Berkley. "That effort earned us $1.8 million in additional vehicle transactions, averaging $200 to $300 gross per car more on AutoAlert than sales that come off the street!" 

The dealership, located 60 miles northwest of Manhattan, NY and nestled in a rural community of 25,000, traditionally sells about 200 new and used vehicles a month. "We needed something to give us an edge, and after trying one data analysis company we switched to AutoAlert and its DirectAlert Intelligent Marketing component. 

"We've been sending this highly personalized and targeted direct mail to existing and conquest owners non-stop since and because of its results I've not had to go to auction since and instead we source all used inventory from AutoAlert owner trades," Berkley said

Using this software to identify and then make compelling offers to retain existing customers' business to the dealership, Middletown Honda last year: 

• Sold 599 vehicles to customers identified as "ready to buy now" based on unique AutoAlert opportunity metrics and presented to those owners via DirectAlert direct mail and e-mail
• Sold 476 of these sales via DirectAlert
• Took in 599 trades
• Sold 257 of these trades retail
• Grossed $1.8 million

"I have looked at a lot of this kind of software, but AutoAlert is the daddy of them all," Berkley said. "It really helps us zero right in to the right customers in our database and then to create the kind of buy offers that fits these customers' individual needs so they buy today. We send out 4,000 to 5,000 mailers a month for and get five times the response of traditional direct mail."

The average DirectAlert campaign consists of 3519 monthly mailers, averaging 16 units sold for an average gross profit of $37,946 resulting in 1350% ROI, said DirectAlert President Dan Ready. 

AutoAlert's proprietary data analysis methodology and unique opportunity-selling strategies enable dealership sales staff to offer these customers a new replacement model for about the same monthly payment as the customer is paying for their current leased vehicle.  Personalized, highly targeted DirectAlert mailers convey these offers graphically and in a compelling format recipients can hold in their hands. 

More than 2,000 automobile dealerships and more than 25,000 individual users have benefited from added sales, profits, commissions and individualized support and training that come with each AutoAlert installation. Founded in 2002, AutoAlert, Inc. is the first and only company of its kind to offer dealership and enterprise wide business intelligence software, support and training. 

For more information, contact Nathan Warner, Director of Marketing, 949-398-7008 or email [email protected] or visit www.autoalert.com

Media Contact: Jim Leman, Leman Public Relations for AutoAlert, Inc, 847-543-1090, [email protected]

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SOURCE AutoAlert, Inc