Direct > Product/Service
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, and developed a model to identify these likely candidates.
CampaignDescription
After qualitative research, we developed a highly customised programme educating consumers on Major Scheduled Maintenance. Each piece reflected the model, make, year and mileage of the owner's actual vehicle. Customers learned what maintenance was needed for their specific vehicle at each interval (30, 60 or 90K miles).
Outcome
A phone study conducted following the mailing found a 60% recall rate of 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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