Customer care measures (mailings and online – mini.de) were undertaken for all interested parties generated in 2001, and for people who drive other makes of cars compiled from a range of address lists (Modern Mainstream/Modern Performer). The latter had been won for the IBP. These measures included the address generation mailing in April, an online registration module on mini.de, a registration mailing for existing interested parties, distribution of product catalogues, two surprise mailings as a qualification tool until the purchase of a new car and a 'test drive' mailing for interested parties shortly before the time of purchase.

The 2002 MINI IBP succeeded in transferring the impressive level of interest and curiosity resulting from the product launch to the after - launch phase and – even more importantly–it succeeded in turning people interested in the MINI, fans so to speak, into MINI buyers.

The positive feedback about the MINI IBP was evidenced by the above-average response to the mailings of 4.7%. Despite a smaller dialogue marketing budget, the response and sales figures rose by 10% compared to the year before. From July to September 2002 alone, 118 sales can be linked directly to the IBP.