Stannp.com, a leading direct mail platform, has successfully assisted AutoTrader, a prominent FTSE100 listed company and the largest digital automotive marketplace in the UK and Ireland, in expanding their reach to specific trade customer groups. AutoTrader aimed to encourage trade customers in niche markets, such as caravans, farm vehicles, plant machinery, and motorbikes, to list more of their vehicle stock on the AutoTrader platform. Leveraging Stannp.com's comprehensive direct mail solutions, AutoTrader effectively targeted these niche customers and significantly enhanced their marketing efforts.
What Is AutoTrader?
AutoTrader operates autotrader.co.uk, a highly popular online marketplace offering consumers an extensive selection of new and used vehicle listings. With over 450,000 used and 6,000 virtual new vehicles available each month, AutoTrader provides an unmatched platform for buyers and sellers in the automotive industry.
What Were Their Marketing Challenges?
AutoTrader faced the challenge of expanding their trade connections and increasing the range of vehicles listed on their platform within specific market areas. To accomplish this, they recognized the value of reaching out to trade customers in niche markets. The marketing team at AutoTrader acknowledged that direct mail had proven to be a highly effective channel for engaging their target audience, with higher reader engagement compared to emails.
Stannp.com's Solution
Over the past few years, Stannp.com has collaborated with AutoTrader on over 70 direct mail campaigns, each tailored to target specific niche markets. The campaigns included double-sided color A5 postcards printed on high-quality 300gsm card, as well as single-sided color A4 letters folded into C5 window envelopes and printed on high-quality 120gsm paper. Stannp.com ensured that each campaign creative piece incorporated AutoTrader's recognizable branding and embraced a strong yet minimalist design style, capturing recipients' attention and building brand awareness.
What Stannp Delivered
AutoTrader recognizes direct mail as a vital marketing channel for reaching their trade customers effectively. By switching to Stannp.com's pay-as-you-go service, AutoTrader enjoyed significant cost savings compared to other suppliers. Moreover, they found Stannp.com's online platform to be exceptional, granting them complete control over their direct mail campaigns. The platform allows AutoTrader to upload campaign materials and customize their targeting, ensuring precise delivery to the intended recipients at the desired time. Stannp.com's comprehensive solutions empowered AutoTrader to optimize their direct mail strategy and achieve impressive results.
Conclusion
Stannp.com's partnership with AutoTrader has proven highly successful in expanding their trade connections and increasing the availability of vehicles on their platform within specific niche markets. By leveraging Stannp.com's direct mail expertise, AutoTrader effectively engaged their target audience, fostering brand loyalty and encouraging trade customers to list more vehicles on the AutoTrader platform. AutoTrader's positive experience with Stannp.com's cost-effective pay-as-you-go service and user-friendly online platform highlights the value of Stannp.com as a trusted partner in executing targeted direct mail campaigns. With Stannp.com's comprehensive solutions, businesses like AutoTrader can unlock the potential of direct mail and drive tangible results in their marketing endeavors.