A local Ford dealer sent me a small, clear, plastic tube containing a little piece of paper with yellow "dated material" tape sealing it. It also contained one of those remote keyless entry doo-dads that come with most new cars these days. Slick. According to the insert, some lucky guy or gal could win a brand new Ford vehicle, provided they visit this particular Ford showroom to see if their remote keyless entry fits the winning wheels.

This has got to be an extremely effective way of getting people who may not be looking to buy a car to think, well, what would it hurt to visit the showroom and take a look around the place? Plus, I assume (but I could be incorrect) that if whoever has the matching remote doesn't show up, they don't have to give away a vehicle.

Car dealers can't afford to wait until people decide to buy a car, truck, or SUV. By that time, they might be poking around someone else's lot. They have to put the idea in a person's head - "Hey, I've always wanted a Ford truck, and I could win something just for showing up at their place!"

Dealerships have been offering freebies for years. They used to give out some fantastic stuff, like $50 gift cards to popular restaurants and stores, just for taking a test drive. Unfortunately, they underestimated the ability of the Internet to quickly spread the news of their freebies. Untold millions of freeloaders with plenty of extra time swarmed dealers, scooping up the offerings with absolutely no intention of buying anything.

The mailing with the remote keyless entry was inspired. They used some of the hallmarks of shrewd direct mail marketing. A non-standard container (other than an envelope, like a plastic tube), is more likely to be opened, especially if it has something in there besides paper (such as a tiny remote). You also need a sense of urgency, and the "dated material" yellow tape took care of that. Plus, they realize that someone who patronized their business in the past is much more likely to buy from them again. I did purchase two vehicles from this outfit in the past, although it's been about 8 years since I set foot on one of their lots.

Unfortunately for them, their ingenius ploy won't work with me. I had a bad experience with my last purchase from this company and don't plan to return, even though it was a long time ago. Plus, getting me or my husband to a Ford showroom would take a lot more than a slim chance at a free Ford. I'm a Honda loyalist, and I can't imagine my husband abandoning his preference for GM. Yes, former customers are easier to get back in the door than people who've never shopped with you, but only if they had a good previous experience, and only if you have something that interests them.