We focus on three main aspects in order to reach the goal. First in the creativity, the direct mail piece had to reflect the philosophy of the vehicle and provoke a high identification with the customer. Second, in order to reach sales goal we gave a lot of attention to database marketing and choose only the people with the highest probabilities to assist the event and buy the car. Third, once in the event, we designed a new procedure that will allow Ford’s Sales Force to detect the more interested customers and make the follow up so they can close the sale.

We surpassed client’s expectations about assistance and sales. We achieved 1,552 assistants (107% above the goal) and 138 vehicles sold during the event (almost 97% above the goal). Our secondary goal was also improved, a reduction on the cost of acquisition from 30% (from $1670 USD. to $1160 USD.).