Subaru’s Direct Mail Keeps Car Shopping Simple
A simple direct mail piece promoting a new car favors images over details.
Mailer Name: Subaru of America
Date Mailed: September 2016
The front of this car marketer’s envelope shows the company’s 2017 Legacy model whipping around a curve on the open road. On the reverse, it’s speeding down a seaside highway. “We didn’t compromise,” the teaser boasts. “You shouldn’t either,” it continues. And to further appeal to the prospect’s ego, it makes a promise: “Get your exclusive Legacy wall art inside.”
A folded brochure inside has another shot of the Legacy on its front panel. It lets the driver know that it’s available at the local Subaru dealership, which it names.
When unfolded once, the first top inside panel includes three interior views of the car. A few lines of copy make the briefest of mentions of the Legacy’s mileage, safety ratings, and all-wheel drive performance. And, the right margin lists the address, business hours of the nearest dealership, as well as its phone and website.
When fully opened to 11”x17”, the panels form the poster of the Legacy teased on the outer. It also repeats the teaser copy.
For a major, complex purchase, be careful how much information you provide – and how soon – to your prospects.