Have you ever wondered how all of those colorful auto dealership promotion pamphlets arrive in the mail at the exact moment you are contemplating a new car purchase? Oddly enough, they are perfectly timed to coincide with your vehicle-buying needs — and there’s a reason behind it.
Consider this: In 2012, studies showed that more than 90 percent of consumers began their car search online. This insight, according to Ken Schwartz, founder of InMarketSolution (IMS), a Chicago-based marketing company geared specifically to the auto industry and its potential buyers, provides dealerships with a treasure trove of demographic information.
“Consumer data is abundant and valuable, yet many dealers fail to fully exploit its potential,” says Schwartz. “In this way, we use best-of-breed data to identify consumers currently in the market to buy a car.”
The way it works is that IMS uses proprietary data from its InMarket Buyers List to identify when a consumer is in the market to buy or lease a car. IMS then compares that list to the Dealer Database Management System, removing all matches to ensure the IMS driven sales are new customers.
Using multiple technologies, IMS tracks and interacts with the InMarket Buyers multiple times by using a combination of highly targeted direct mail and digital advertising that will potentially drive exclusive leads to a targeted dealership.
The difference between IMS and other direct-mail marketing companies is its business model. In a nutshell, if a dealership doesn’t get new customers through IMS’s efforts, the dealership doesn’t pay a dime.
“I am so confident that our program works, that I am willing to put my money where my mouth is,” says Schwartz. “Simply put, if a dealership doesn’t sell cars to new customers, we don’t get paid.”
Schwartz’s confidence comes from his past experience working with big data. Before founding IMS, Schwartz was the CEO of CityTwist, an email advertising company focused specifically on automotive marketing. During his tenure there, CityTwist became an Inc. 500/5000 fastest growing company in 2010, 2012, 2013 and 2014.