Direct Marketing Customer Stories Case Studies Direct Marketing Customer Stories

Case Studies in Direct Marketing Automotive Case Studies in Direct Marketing

Direct Marketing - Automotive Increased focus on the Internet Auto dealers and manufacturers are trying to attract shoppers to their online sites. Special deals and discounts offered online only Campaign response tracked across print, email, web, and mobile media. Use of targeted and customized marketing programs Personalized direct marketing materials are used to increase dealership visits and maintain customer loyalty. Fast turn-around helps dealerships maintain an ongoing “conversation” with customers Dealerships keep in touch with customers post-purchase via their web site, which is promoted with personalized print and email reminders , as well as offers for maintenance and service. Dealerships are segmenting their databases for high-value customers, and approaching them with personalized messages to increase dealership visits. Personalized service rather than mass advertising Customers offered specific services to keep them connected with the dealerships Offers include services that the customer may receive as part to the purchase process

Lexus Personalized Magazine Program objectives Create market awareness for new Lexus 2010 RX sports utility vehicle and its customizable features. Increase sales and drive customers to Lexus website for more information Deliver personalized publications with variable content from various Time Inc. magazine properties Target audience Potential car buyers in the US. Campaign capped at 31,000 (print) and 200,000 (online) subscribers Key messages “Driver Inspired” and “Customizable.” Personal interests help audience envision driving a Lexus

Lexus Personalized Magazine Implementation The campaign included both online and print elements Lexus and Time magazine created “Mine Magazine” based on reader selected content from various Time publications Readers were directed to a web site where they selected content and filled out a questionnaire . Each print magazine was 32 pages long with five selected articles and four personalized ads Six issues of the magazine were produced for this campaign Personalization Advertisements included variable data Subscriber’s name Home town Geographic region State Radio preference and more Personalized Variable Data

Lexus Personalized Magazine Results The Mine personalized magazine campaign was considered a great success Lexus capped the campaign at 31,000 print edition subscribers and 200,000 digital edition subscribers . Subscription goals were reached must faster than expected “Mine ” magazine won Gold Medal at 2009 Cannes Lions International Advertising Festival for “Best Use of Magazines” 17% of subscribers opted in for more information about purchasing a Lexus

Viper Personalized Dealership Marketing Collateral Program objectives Increase traffic to dealerships Improving customer loyalty to brand and dealers Update collateral with timely and relevant information Reduce storage and inventory of printed materials Target audience Viper dealerships and their customers Key messages Viper cares about its dealers Viper helps dealers care about their customers Viper provides effective materials in a timely and efficient manner

Viper Personalized Dealership Marketing Collateral Implementation The campaign included: Personalized high quality spiral bound info pack Tailored to dealer and customer preferences Materials delivered weekly updated with latest content Personalization Print collateral personalized by: Dealership name Dealership logo Images of preferred models and colors Contact information

Volvo Cars of North America, LLC Situation and program objectives Objectives were to sell new Volvo vehicles to both current Volvo owners and owners of certain competitive models, and to increase product awareness to owners of other brands of cars. Target audience and list The mailer was sent to over 465,000 owners of Volvos and competitive models. List was derived from 64 retailer databases. Segmentation and key messages Respondents were segmented into four geographic areas. The campaign attempted to make an emotional connection to the geographical location, with the message “get2gether with Volvo”. The promotion was for special lease pricing and incentives for four Volvo models. Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Volvo Cars of North America, LLC Variable data Each mailer was personalized with: - Current vehicle ownership (Volvos or competitive vehicles). - Regional or market area photos. - Tailored lease and incentive offers. - Personalized URL. The photos depicted friends and activities, shot at local landmarks or events, and Volvo models related to those years. Recipient name, location of dealer varies on Post-It Note Photos, captions vary by region Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Volvo Cars of North America, LLC Mailers lead to a pURL, including additional information, offers tailored to the recipient, and a questionnaire. The questionnaire prompted retailer personnel to follow up. The campaign concluded with an outbound telemarketing effort with five selling days left in the month Variable data Copy varies for current owners/non-owners Dealer name, location varies Pricing varies PURL HP Confidential Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Volvo Cars of North America, LLC American Business Award's Stevie Award Finalist in “Best Direct Response/Direct Mail” category Region % accessing pURL % completing survey # vehicles sold Boston 0.18% 39.1% 152 Hartford 0.27% 30.0% 86 Philadelphia 0.29% 39.9% 79 Providence 0.17% 42.6% 33 Tri-State 0.25% 46.2% 613 Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Ford Motor Company Situation and program objectives Ford wanted to communicate the value of their Extended Service Plan product, and sell more contracts. Target audience and list 20,000 Ford F-150 vehicle owners nearing the end of their factory warranty period. Segmentation and key messages The campaign included several segments: Lower income vehicle owners, with the message: “Why let unexpected repairs blow your budget?” Higher income vehicle owner - “Why let unexpected repairs impact your valuable time and budget?” Younger age bracket - “As a young driver you know …” Older age bracket - “With many years of driving experience behind you, you understand …” Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Ford Motor Company Campaign architecture Several approaches were tested: - Use of a black and white letter versus a full colour self-mailer - Use of basic personalization versus fully variable, customer relevant content The self-mailer incorporating a high level of relevant personalization out-performed the other approaches Personalized Personalized Personalized Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Ford Motor Company Results: The fully variable piece outperformed basic personalization: Response rate improvement of 5.7% Sales penetration improvement of 35.7% After this campaign, Ford adoped personalized direct mail campaigns for all vehicle customer segments within the Extended Service Plan direct marketing program Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

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