GMC Drives Loyalty With Direct Mail Magazine

Once a customer buys your brand’s product, as this direct mail piece shows, your conversation is just beginning.

Mailer Name: GMC
Date Mailed: June 2016

gmachi_01Twice a year, this truck and utility maker publishes “GMC The Magazine” and mails it to its customers. The summer 2016 edition runs for 28 pages and measures 9”x11”. Thanks to a glossy cover, high-quality photography, and content, it more resembles an upscale lifestyle magazine.

This issue focuses on the newest version of Acadia, the company’s mid-sized SUV. It updates readers on the features of the new model.

gmachi_02For example, it describes how customer insights influenced design changes. Another article details the technological innovations present in the new vehicle. This helps to make the customer feel confident that the brand continues to push itself (and their interests) forward. Long-form content, through a California travelogue, also helps contribute to a positive view of the Acadia.

The magazine also includes articles with updates on other company cars, product reviews, driver testimonials, and professional endorsements. A bind-in includes the contact information for the closest dealership to the driver, as well as several service coupons.

All of these help keep the brand top-of-mind, as well as drive traffic to dealerships and the GMC website. But other content also creates a positive impression for the reader. One story relates how the company supports building homes for veterans from Afghanistan and Iraq. A two-page spread highlights how owners can personalize their ride with stylish accessories from GMC.

You can see how GMC uses content and design to keep customers thinking about the brand. To download a free PDF of this mail package, courtesy of Who’s Mailing What!, please click here.

The Takeaway
Print and mail still resonate because they deliver relationship-building content, as well as provide something of immediate value.

Publish date: December 13, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT