Shotgun approach with specifics

One final rule is you’re far more likely to get repair business from someone who owns a vehicle than one who doesn’t. At one time it was possible to get lists of car owners from the state department of motor vehicles. In most states that’s no longer possible. Nevertheless, there are some list companies that collect names of vehicle owners from dealerships, car clubs and subscribers to automotive publications.

      If you don’t mind gambling, you can do some very selective mailings (I always suggest postcards) to owners of a specific make, model or type of vehicle in your geographical area. For Colorado, Delaware, Florida, Idaho, Illinois, Iowa, Kentucky, Massachusetts, Michigan, Minnesota, Mississippi, Missouri, Montana, North Carolina, North Dakota, Nebraska, Ohio, Tennessee, Texas, West Virginia, Wisconsin, and Wyoming, you can get lists from TMA List Brokers and Management.

        This company lets you target individuals by the type of car or vehicle they own or lease. Choose from all makes, models, and years. They say whether it’s a Honda Accord or a Lexus LX, you can target the exact consumer you need by the vehicle they drive. They say the information is multi-sourced and double verified from public records, credit files, and mortgage files.

        Privacy laws in California and some other states make it more difficult for list brokers to obtain the kind of detailed information available from TMA, but it is still possible to get useful lists of subscribers to automotive publications. (See sidebar.)

A gamble that still beats Vegas

        Even within a broad base like mail lists, it is possible to get better odds by being very specific. If you ask for BMW owners or Mercedes Benz owners or some other specific make, you will get better information. But for even better odds, go to the car clubs and other organizations yourself (or send someone). Direct live contact always beats printed or broadcast communication. Even in Las Vegas, you’ll get better odds if you can “think out of the box.” Broadening and then specifying your marketing targets will do just that. Just keep in mind the words of the professional Las Vegas gambler who said: “Don’t even think about winning until you’ve made yourself ready to lose.”

                Tom Franklin has been a sales and marketing representative and consultant for forty years and is the author of the books, “Business Battlefield Marketing for Body Shops,” “Tom Franklin’s Top 40 Marketing Tactics for Body Shops,” and “Strategies for Greater Body Shop Growth.” His marketing company now provides marketing solutions and services for body shops and other businesses. He can be reached for questions or comments at (323) 871-6862, by fax at (323) 465-2228, or by E-Mail: This e-mail address is being protected from spam bots, you need JavaScript enabled to view it