Mercedes-Benz
A 6% sales conversion rate on direct mail
STRATEGY:
Mercedes-Benz Passenger Cars dealerships were losing out on service revenue. This was due to an increasing number of independent 'specialist' dealers who were cheaper than main dealers.
Dealerships needed to reconnect with lapsed customers. We realised that there were many benefits that just weren't being talked about: Higher residual resale values, better service,
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We devised a direct marketing campaign using innovative personalised print that really stood out and 'spoke' to the recipient.
It was sent to lapsed and prospective customers, containing a 'cash back' cheque and stating the reasons why main dealer was an investment, not a higher cost to bear.
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OUTCOME:
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 12%.
The sales conversion rate was 6%. The average is 1%.​​