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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.

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

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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