{"id":25566,"date":"2024-01-24T14:42:53","date_gmt":"2024-01-24T14:42:53","guid":{"rendered":"https:\/\/advint.valpak.com\/advertise\/?post_type=case-study&p=25566"},"modified":"2024-02-19T15:41:10","modified_gmt":"2024-02-19T15:41:10","slug":"carmax-direct-mail-advertising","status":"publish","type":"case-study","link":"https:\/\/www.valpak.com\/advertise\/case-study\/carmax-direct-mail-advertising","title":{"rendered":"CarMax\u00ae advertising success story: case study shows 6.5% increase in car sales"},"content":{"rendered":"\n

Valpak Outperforms Competing Direct Mailer Despite Sending 2\/3 the Flyers for the Used Car Retailer<\/p>\n\n\n\n

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Campaign objective<\/h2>\n\n\n\n

To evaluate the performance of Valpak versus a competing national direct mailer by measuring total used vehicle redemptions, profitability and sales lift for auto dealer CarMax.<\/p>\n\n\n\n

Marketing strategy<\/h2>\n\n\n\n

Households were selected based on proximity to a CarMax auto dealership, estimated auto store expenditures, propensity to shop as car buyers at CarMax and concentration of multiple-vehicle households. Identical offers were mailed by Valpak and the competitor: $100 gift card with sale of car to CarMax car dealership. Valpak mailed flyers to 500,000 households twice<\/strong> while the competitor mailed flyers to 500,000 households three times<\/strong> (in separate markets).<\/p>\n\n\n\n

Case study results<\/h2>\n\n\n\n

Valpak<\/strong><\/p>\n\n\n\n