1. Direct Marketing Customer Stories
Case Studies
Direct Marketing Customer Stories

2. Case Studies in Direct Marketing
Automotive
Case Studies in Direct Marketing

3. Direct Marketing - Automotive
Increased focus on the Internet
Auto dealers and manufacturers are trying to attract shoppers to their online sites.
Special deals and discounts offered online only
Campaign response tracked across print, , web, and mobile media.
Use of targeted and customized marketing programs
Personalized direct marketing materials are used to increase dealership visits and maintain customer loyalty.
Fast turn-around helps dealerships maintain an ongoing “conversation” with customers
Dealerships keep in touch with customers post-purchase via their web site, which is promoted with personalized print and reminders , as well as offers for maintenance and service.
Dealerships are segmenting their databases for high-value customers, and approaching them with personalized messages to increase dealership visits.
Personalized service rather than mass advertising
Customers offered specific services to keep them connected with the dealerships
Offers include services that the customer may receive as part to the purchase process

4. Lexus Personalized Magazine
Program objectives
Create market awareness for new Lexus 2010 RX sports utility vehicle and its customizable features.
Increase sales and drive customers to Lexus website for more information
Deliver personalized publications with variable content from various Time Inc. magazine properties
Target audience
Potential car buyers in the US.
Campaign capped at 31,000 (print) and 200,000 (online) subscribers
Key messages
“Driver Inspired” and “Customizable.”
Personal interests help audience envision driving a Lexus

5. Lexus Personalized Magazine
Implementation
The campaign included both online and print elements
Lexus and Time magazine created “Mine Magazine” based on reader selected content from various Time publications
Readers were directed to a web site where they selected content and filled out a questionnaire .
Each print magazine was 32 pages long with five selected articles and four personalized ads
Six issues of the magazine were produced for this campaign
Personalization
Advertisements included variable data
Subscriber’s name
Home town
Geographic region
State
Radio preference and more
Personalized
Variable Data

6. Lexus Personalized Magazine
Results
The Mine personalized magazine campaign was considered a great success
Lexus capped the campaign at 31,000 print edition subscribers and 200,000 digital edition subscribers .
Subscription goals were reached must faster than expected
“Mine ” magazine won Gold Medal at 2009 Cannes Lions International Advertising Festival for “Best Use of Magazines”
17% of subscribers opted in for more information about purchasing a Lexus

7. Viper Personalized Dealership Marketing Collateral
Program objectives
Increase traffic to dealerships
Improving customer loyalty to brand and dealers
Update collateral with timely and relevant information
Reduce storage and inventory of printed materials
Target audience
Viper dealerships and their customers
Key messages
Viper cares about its dealers
Viper helps dealers care about their customers
Viper provides effective materials in a timely and efficient manner

8. Viper Personalized Dealership Marketing Collateral
Implementation
The campaign included:
Personalized high quality spiral bound info pack
Tailored to dealer and customer preferences
Materials delivered weekly updated with latest content
Personalization
Print collateral personalized by:
Dealership name
Dealership logo
Images of preferred models and colors
Contact information

9. Volvo Cars of North America, LLC
Situation and program objectives
Objectives were to sell new Volvo vehicles to both current Volvo owners and owners of certain competitive models, and to increase product awareness to owners of other brands of cars.
Target audience and list
The mailer was sent to over 465,000 owners of Volvos and competitive models.
List was derived from 64 retailer databases.
Segmentation and key messages
Respondents were segmented into four geographic areas.
The campaign attempted to make an emotional connection to the geographical location, with the message “get2gether with Volvo”.
The promotion was for special lease pricing and incentives for four Volvo models.
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

10. Volvo Cars of North America, LLC
Variable data
Each mailer was personalized with:
- Current vehicle ownership (Volvos or competitive vehicles).
- Regional or market area photos.
- Tailored lease and incentive offers.
- Personalized URL.
The photos depicted friends and activities, shot at local landmarks or events, and Volvo models related to those years.
Recipient name, location of dealer varies on Post-It Note
Photos, captions vary by region
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

11. Volvo Cars of North America, LLC
Mailers lead to a pURL, including additional information, offers tailored to the recipient, and a questionnaire. The questionnaire prompted retailer personnel to follow up. The campaign concluded with an outbound telemarketing effort with five selling days left in the month
Variable data
Copy varies for current owners/non-owners
Dealer name, location varies
Pricing varies
PURL
HP Confidential
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

12. Volvo Cars of North America, LLC
American Business Award's Stevie Award Finalist in “Best Direct Response/Direct Mail” category
Region
% accessing pURL
% completing survey
# vehicles sold
Boston
0.18%
39.1%
152
Hartford
0.27%
30.0% 86
Philadelphia
0.29%
39.9% 79
Providence
0.17%
42.6% 33
Tri-State
0.25%
46.2%
613
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

13. Ford Motor Company Situation and program objectives
Ford wanted to communicate the value of their Extended Service Plan product, and sell more contracts.
Target audience and list
20,000 Ford F-150 vehicle owners nearing the end of their factory warranty period.
Segmentation and key messages
The campaign included several segments:
Lower income vehicle owners, with the message: “Why let unexpected repairs blow your budget?”
Higher income vehicle owner - “Why let unexpected repairs impact your valuable time and budget?”
Younger age bracket - “As a young driver you know …”
Older age bracket - “With many years of driving experience behind you, you understand …”
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

14. Ford Motor Company Campaign architecture
Several approaches were tested:
- Use of a black and white letter versus a full colour self-mailer
- Use of basic personalization versus fully variable, customer relevant content
The self-mailer incorporating a high level of relevant personalization out-performed the other approaches
Personalized
Personalized
Personalized
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

15. Ford Motor Company Results:
The fully variable piece outperformed basic personalization:
Response rate improvement of 5.7%
Sales penetration improvement of 35.7%
After this campaign, Ford adoped personalized direct mail campaigns for all vehicle customer segments within the Extended Service Plan direct marketing program
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

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