The mailing was targeted at drivers of the previous 7 Series model as well as drivers of competitive marques. These people are top-flight executives with busy lives. In order to grab their attention and get the point across, it was agreed a simple message was needed. What else would they need to know other than it was BMW, a 7 Series and cost £44,560? Actually, as we found out, quite a bit more as this typically unresponsive market responded to the mailing in their droves.

The mailing not only pulled an incredible 21% response, but 7% of those responders went on to sale. In fact 112 sales* were logged representing a massive amount of revenue. For every marketing pound we spent, we generated £88.82.Response rate – 21%.Cost per response - £20.91.Conversion from response to sale – 7.2%.Cost per sale* – £299.20.ROI – 88.82:1.* Comprises all sales including other models, new and used.