Mercedes-Benz
DIRECT MARKETING CAMPAIGN - 'OPEN HER UP'
BACKGROUND
Mercedes main dealers were losing servicing revenue to an increasing number of independent 'specialist' dealers. Dealerships needed to reconnect with lapsed customers and regain their position as the preferred service option for Mercedes owners.
WHAT WE DID
Utilising the latest digital print technology we delivered a direct marketing campaign using the most innovative personalised print that the motor trade had ever seen.
The pack was sent to lapsed and prospective customers and contained personalisation throughout the outer cover, mailer, 'cash back' cheque and a covering letter. Each element faithfully represented the Mercedes brand identity.
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 overall redemption rate to purchase was 6%.