Corporate fleets can account for nearly 25% of sales of certain premium models (A4/A6). Up until now, campaigns to capture companies have always been aimed at the big firms segment. In the small and medium-sized company segment, the purchasing process is managed directly by the dealer, without going through the brand. Moreover, the person who decides on the purchase in the company is generally the driver (the manager), which underlines the vehicle’s dual purpose: for both private and professional use. Audi decided to approach the small and medium-sized enterprises segment by involving the dealer in a geographically atomised campaign.

'We want to work in your company'. This is the direct way the A4 and A6 Audi models are aimed at the manager to whom this mailshot was addressed. This was done by using a tool that is very familiar to such people: a CV of both cars with the intervention of the Sales Manager of the nearest dealer customised) recommending them. The mailshot consisted in a letter and a folder containing two CVs including photographs and a detailed description of each model (personal details, work experience, skills, prizes, etc.). In addition, an offer of sale was also enclosed.

A 2% response rate to the mailshot was achieved without telemarketing, which was brought up to 13% with telemarketing. Furthermore, there was a 2% intention to purchase in six months.