When it comes to holiday advertising for dealerships, so many lots are using the same tactics year after year. Santa Claus, snowflakes (which we went over in our last article), Christmas trees – why do the same thing over and over again? If you’re interested in creating eye-catching automotive direct mailers, you may want to consider using imagery that’s relevant to your local area, the types of people who buy from you, and the way your dealership comes across to clients in image and in value. Let’s start with your community. Many people go with Santa Claus because it’s the “safe” bet – but what if a large part of your demographic doesn’t celebrate Christmas with Santa? Traditional, “safe” Christmas imagery may not be so safe if it doesn’t appeal to your customer base. Consider who the people with money are in your area. Are you getting those folks to your dealership year after year? If you’re not, you may wish to consider targeting particular neighborhoods with themes that match the financial or ethnic demographic of the area, or consider marketing certain features of affluent neighborhoods that users will connect with. One great idea may be a “landmarks around the city” campaign, with a different mailer printed up using each different landmark. You can target these mailers to a customer’s particular neighborhood based on the location or history of the landmark.