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

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:

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:

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