In the world of automotive sales, we often find ourselves chasing the latest trends—
whether it’s the hottest advertising tactic, the newest digital tool, or the next big fad. But sometimes, the key to success lies not in innovation but in revisiting the fundamentals. This brings to mind a story from the great Vince Lombardi, who, when faced with a struggling team, famously held up a football and said, "Gentlemen, this is a football."
What Lombardi was doing was bringing his team back to the core—the very basics of the game. As car dealers, a "football" isn't just the cars on our lot; it's something even more essential. It's the customers. And not just any customers—the conquest customers.
Simply put, a conquest customer has not yet purchased from your dealership. They could be loyal to a competing dealership, new to the area, or simply in the market for their next vehicle. The goal of conquest marketing is to win these customers over and bring them into your dealership.
Much like Lombardi's return to the basics of football, it’s time for us to return to the basics of customer acquisition. We can't forget that conquest customers are the lifeblood of growth. These are the people who will drive future sales and help your dealership expand its reach in the community. And at the core of this mission is one crucial goal: Get them on your lot with their vehicle as soon as possible.
In today's competitive environment, cutting through the noise and getting in front of potential conquest customers requires more than just a broad advertising effort. The most effective approach today remains personalized, data-driven direct mail marketing. This strategy allows you to reach out to conquest customers with specific, targeted messaging that speaks directly to their needs.
Direct mail has long been a staple in automotive marketing, and for good reason—it works. By leveraging data such as credit files, lease and loan expirations, and BK (bankruptcy) data, you can send highly personalized offers that are relevant to each individual. Pair this with the option to add emails and social media channels as supplementary touchpoints, and your conquest strategy becomes even more powerful.
But no matter the channels you utilize, the core remains the same: The goal is to get the customer on your lot with their vehicle. Once they arrive, you can then start building that all-important relationship.
Using conquest year, make, and model data, credit file data, lease and loan ending information, or BK history, you can tailor your direct mail campaigns to reach the right customer at the right time. Whether you're targeting someone whose lease is ending, someone nearing the end of their loan term, or a customer who has recently emerged from bankruptcy, this data allows for precision in both timing and messaging.
For example, consider a customer driving a 2020 Toyota RAV4 whose loan is nearing completion. A data-driven direct mail piece could be sent, offering them an exclusive trade-in deal or financing offer on a new model. Similarly, someone who has recently improved their credit score or had their bankruptcy discharged might receive a tailored offer for an affordable, low-interest financing option. When that customer receives a personalized offer, they feel as though you’re speaking directly to them—because you are. This makes them more likely to engage with your dealership and take the next step: bringing their vehicle to your lot.
Despite all the internet hype, less than 3% of car buyers purchase a vehicle completely online. This highlights the importance of getting conquest customers onto your dealership lot. Recent data shows that personalization increases response rates significantly—by up to 135%, according to some studies. And when you use data-driven campaigns targeting specific car owners, whether based on credit profiles, expiring leases, or BK data, the results can be even more compelling. This approach isn’t about casting a wide net; it’s about sending the right message to the right person at the right time. And that’s what conquest marketing is all about.
Empathy, Service, and Local Community: The Key to Conquest Success
Unlike online car companies, local dealerships can offer something irreplaceable, a connection to the community. Whether it’s sponsoring local events, supporting nearby schools, or being involved in charitable efforts, your dealership is a part of your customers' lives beyond the sale. This deep-rooted community involvement creates trust and relationships that online companies simply cannot replicate. Being a neighbor to your customers allows you to offer something personal and unique—an experience that resonates on a local level.
Turning Back the Clock and Moving Forward
Much like Lombardi used his famous "this is a football" speech to reset his team’s mindset, it’s time for dealerships to reset their own approach. In this era of creating instant free content and internet advertising fatigue, sometimes the best thing we can do is get back to basics.
And at the end of the day, it all comes down to this: This is a conquest customer. Treat them with respect, offer them value, and win their trust. Personalize your direct mail, use data to drive the message, and most importantly, get them on your lot with their vehicle. That’s where the magic happens—and everything else will follow.
Great sellin',
Todd Vowell