Uncommon owner in market campaign
Though Land Rover owners purchased a new vehicle every 2.5 to 5 years, there had been no strategy for communicating directly with existing owners.
Land Rover knew many of their drivers were “sitting on the fence” because they were thinking it was time for something new. They had either had a bad experience with the car, or they had moved into a new lifestyle and weren’t aware that there was a Land Rover to meet their new needs.
Research and data showed that the customer journey took three months from consideration to purchase of a Land Rover. So a data-driven, multi-touch, rolling communication campaign was created, which spoke to owners across a 90-day period in three distinct stages.
Phase one focused on re-invigorating owner feelings for the brand, reminding them what Land Rover stood for and connecting them to the brand spirit. Phase two was more rational, showcasing new innovations and refinements to the range. The last phase focused on transaction and, as the prospects got ever closer to commitment, reinforced the benefits of buying a new vehicle.
Each stage started with direct mail but included email and a comprehensive website with three online videos shot for the campaign. Owners received communications featuring the 2015 model of their existing vehicle with the exception of those who owned Land Rover’s entry-level vehicle, LR2, who were encouraged to trade up to a superior model.
The first measure of response was through the initial direct mail pieces webkey. The 4.66% usage rate was more than double the anticipated usage of 2% across 40 states.
Results indicated a very engaged audience. Past effective rates in 2014 ranged from 10.86% to 28.46%. In 2015, response rates were 31.99%.
Finally, as far as sales were concerned, first wave results were amazing with $24,240,000 in sales for an investment of less than $60,000.
Technically, this is a really first-rate piece of Smartmail Marketing™. Making use of acquired data, every mailing featured the specific model of Land Rover owned by the recipient, be it a Range Rover, Discovery, or Freelander. And, by pushing the connectivity, it really did establish a “conversation” with the target. Mail, email and the online experience were all meshed together over a three-month period in which Land Rover drivers were gently guided towards their next purchase.
The other thing to notice here are the numbers. Nearly $25M of metal shifted out of the showrooms. That’s remarkable. And proof mail really does help drive business results.
Talk to a Canada Post representative to hear more about how Smartmail Marketing can support your automotive initiatives.