GMC Drives Loyalty With Direct Mail Magazine
Once a customer buys your brand’s product, as this direct mail piece shows, your conversation is just beginning.
Mailer Name: GMC
Date Mailed: June 2016
Twice a year, this truck and utility maker publishes “GMC The Magazine” and mails it to its customers. The summer 2016 edition runs for 28 pages and measures 9”x11”. Thanks to a glossy cover, high-quality photography, and content, it more resembles an upscale lifestyle magazine.
This issue focuses on the newest version of Acadia, the company’s mid-sized SUV. It updates readers on the features of the new model.
For example, it describes how customer insights influenced design changes. Another article details the technological innovations present in the new vehicle. This helps to make the customer feel confident that the brand continues to push itself (and their interests) forward. Long-form content, through a California travelogue, also helps contribute to a positive view of the Acadia.
The magazine also includes articles with updates on other company cars, product reviews, driver testimonials, and professional endorsements. A bind-in includes the contact information for the closest dealership to the driver, as well as several service coupons.
All of these help keep the brand top-of-mind, as well as drive traffic to dealerships and the GMC website. But other content also creates a positive impression for the reader. One story relates how the company supports building homes for veterans from Afghanistan and Iraq. A two-page spread highlights how owners can personalize their ride with stylish accessories from GMC.
Print and mail still resonate because they deliver relationship-building content, as well as provide something of immediate value.
Paul Bobnak is the director of Who's Mailing What!, the most complete, searchable and fully online library of direct mail and email in the world. He has read and analyzed thousands of direct mail packages (offers, copy, designs, incentives and formats) and email in more than 200 industry categories, including retail, nonprofits, insurance, telecom, B-to-B, financial services and publishing. He writes for the e-newsletter Today @ Target Marketing and has been a judge in NonProfit PRO's Gold Awards for Fundraising Excellence since 2006.