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Mercedes-Benz
A 6% sales conversion rate on direct mail
BACKGROUND
Mercedes main dealers were losing servicing revenue to an increasing number of independent 'specialist' dealers. Dealerships needed to reconnect with lapsed customers.
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WHAT WE DID
We delivered a direct marketing campaign using innovative personalised print that really stood out. The pack was sent to lapsed and prospective customers, containing a 'cash back' cheque and reasons why man dealer servicing enhanced the re-sale value of their car.
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THE RESULTS
The campaign was so successful that we created a twelve week service waiting list within a week of the first mailers going out. The response rate was 18%. The sales conversion rate was 6%. The average is 1%.
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