1. Porsche Cars North America (PCNA)
Precision Targeting
Porsche Cars North America (PCNA)
Conquesting
Prospect (conquest) direct mail “never worked very well” for Porsche - perhaps, with good reason. There were three major barriers to purchase for Porsche that had not been holistically addressed.
‘Porscheness’ – Attitudinally is the consumer likely to appreciate the performance qualities of a Porsche and not care what others may think?
Affordability – Demographically, are they affluent enough to afford a Porsche?
Likelihood to Purchase - Behaviorally have they ever paid for a car relative in price and category to a Porsche?
Looking like a Porsche owner alone is not enough. Being able to afford a Porsche alone is not enough. Being in the competitive set alone is not enough. But the ‘whole’ is much greater than the sum of the parts.
Therefore, the combination of a ‘Look-A-Like’ predictive model with known vehicle ownership and attitudinal segmentation made it possible to precisely identify people that were a value-match for Porsche.
The Sweet Spot – they look like a Porsche owner attitudinally and demographically and they own a competitive set vehicle.
Next Best – they look like a Porsche owner and share one other attribute.
On Target - Behaviorally and Attitudinally a good fit and a strong target
Results directly correlated with the targeting hierarchy.
“Direct mail lead generation doesn’t work”.
Porsche owners are very, very different.
Finding those that Think Like / Act Like / Look Like a Porsche owner.
Precision targeting for a client that prides itself on precision.