An agency client wanted to boost usage of an auto manufacturer’s free maintenance program to increase owner loyalty. Though the program offered benefits and service for 25,000 miles plus roadside assistance, most buyers failed to take advantage — which negatively impacted brand loyalty over the customer’s lifecycle.
Our strategy was to be innovative, cost-saving, more brand aligned and benefit-focused to achieve significantly better redemption rates. To that end, we redesigned a highly personalized campaign enticing new owners to take advantage of their benefits at particular mileage intervals. Tapping into data already captured at dealerships, our “hyperpersonalized” direct mail program targeted about 2 million customers per year.
The program included four components — a newly designed welcome kit, reminder card and two postcards — customized with 70 key data points ranging from the car’s oil type to a custom timeline of scheduled service dates equating to more than 600 configurations.
By visually linking service intervals to the new campaign we raised visibility with new buyers. We also sharpened awareness of the benefits’ timing, particularly at the 20,000-mile mark, where they’d seen an especially sharp decrease in redemptions.
One of our winning tactics was to align this kit and campaign with a newly developed character from the OEM’s national TV spots. To build on the character’s recognition, we designed these customer facing direct mail pieces with imagery, text treatments and die cuts to convey her personality through print, thus creating a “conversation” with the new owner.
Our pieces immediately established a strong connection with customers, post-sale and as an ongoing dialogue. In fact, customers have responded to our campaign with personal messages to the spokeswoman!
Maintenance reminder redemption rates have been impressive —
including more than 48 percent of owners at that key 20,000-mile
interval and well over 50 percent at the other intervals. Overall, 90
percent of eligible customers had their vehicles serviced at a brand
dealership at least once during the
Our strategy and design managed complex personalization via digital print and reduced their annual printing and postage costs more than $4 million compared to the previous program.