Direct > Use of Media
MAJOR SCHEDULED MAINTENANCE MAILING
TARGETBASE, Irving / ACURA / 2005
Overview
Credits
OVERVIEW
BriefExplanation
Many customers never return to an Acura dealership for the high-dollar event of scheduled maintenance. We found a correlation between a combination of database variables and customers’ likelihood to choose the dealership for this service. A model was developed to identify these likely candidates.
CampaignDescription
After qualitative research, we developed a highly customised programme educating consumers on Major Scheduled Maintenance (30/60/90K miles). Each piece reflected the model, make, year and mileage of the owner’s actual vehicle. In total there were 62,700 possible print version combinations.
Outcome
A phone study conducted following the mailing found a 60% recall rate to the mailing with positive effects on attitude compared to control. Actual results posted a 13% lift in mailed consumers versus control. Additionally, mailed consumers spent 10% more per average Repair Order than the non-mailed control group.
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