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Bring Them Back: How Dealerships Can Use Print to Drive More Service Business


Struggling with low service lane traffic? Discover how automotive dealerships can use targeted print marketing to reactivate customers and drive revenue.
Struggling with low service lane traffic? Discover how automotive dealerships can use targeted print marketing to reactivate customers and drive revenue.

Sales may grab the spotlight, but fixed ops is where real dealership profitability lives.


And yet — many dealerships struggle with lapsed service customers, low appointment volume, or stiff competition from independent shops.


The good news? You don’t need to reinvent the wheel.


You just need to target the right customers with the right offer — at the right time.


That’s where print marketing comes in.


Why Print Works So Well for Service Marketing


Direct mail doesn’t get lost in inboxes


When done right, print feels personal — especially when paired with a name, vehicle model, or past service info using VDP.


It reminds customers that you’re their trusted source


Even loyal customers need nudges. A printed piece with your logo and service team builds trust that a coupon email can’t.


It creates urgency


Seasonal mailers, maintenance milestones, or expiring coupons give people a reason to act now — not just think about it.


What to Send (and to Whom)

  • Oil change reminders — segment by last service date

  • Brake check offers — target customers after 12+ months or high mileage

  • “We Miss You” postcards — for customers who haven’t returned in 18+ months

  • Seasonal prep — AC check (summer), battery check (winter), tire deals (rainy season)

  • Warranty expiration notices — upsell service plans or schedule final covered service


Make It Work Harder with VDP

Pairing this strategy with Variable Data Printing means each piece can:

  • Feature the customer’s name

  • Show their vehicle and last service date

  • Include location-specific offers

  • Remind them why they chose you in the first place


Chroma Helps You Bring Back the Bay

From strategy to delivery, Chroma Digital Imaging supports automotive service campaigns that are personalized, data-driven, and ready to roll.


We handle:

  • Data prep & segmentation

  • Smart design built to convert

  • Full-color print + mail fulfillment

  • Consultation to keep you ahead of the next slow month


Ready to fill more service bays — without wasting ad spend?

Let’s build your next service campaign from the ground up.

Book a consult with Chroma now info@chromadi.com

 
 

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