Publicis Dialog were tasked with creating and managing a strategic prospecting programme, resulting in PRM. Historically all previous direct communications to non-customers from Renault were on a tactical one-off basis. Renault needed an on-going programme, to collect accurate and up-to-date Prospect Data by atttracting new Prospects to Renault whilst continuing to exploit their existing database. The programme then needed to communicate timely and relevant information to them throughout their purchase consideration cycle to ensure that Renault was at the top of the Prospect's short list when they came to purchase a new car.

Key contact points in the purchase cycle were identified and by using information from the Prospect, communications are relevant and timely, thus making it easier to purchase a Renault as all the information they need is at their fingertips. A 'Welcome' pack introduces Prospects to Renault. A 'Warm Up' pack checks details are correct before the 'Countdown' pack is sent containing an incentivised test-drive offer driving the Prospect to the dealers just before purchase is due.

PRM Prospecting Inserts (on-going).48.822 new Prospects generated (0.4% response).PRM Requalification 200238.876 requalified Prospects were gathered (23.5%).PRM 'Welcome to Renault'.2,159 Prospects who received the Welcome Pack have asked to continue receiving the Renault Magazine (unincentivised) - 10% of the total number of recipients.PRM 'Warm Up'4.8% of recipients have responded updating their repurchase details ensuring that our future communications are accurate and timely (unincentivised).PRM 'Countdown'To date, 1,403 test-drives were taken by PRM Countdown recipients. Giving a total response rate of 4.4%.