Telemarketing Case Study 4
Client - Car Manufacturer
Project - Database Development & Telemarketing
Mail Shot Follow Up
Activity
The objectives of this project were to build and develop a definitive regional archive of people owning a particular make of car in the UK.
Owners were incentivised to respond to mail shots, newspaper and magazine adverts which related to the birthday celebrations of the car, by calling the freephone number advertised, over a three month period and enter a prize draw.
A database was developed to capture and record relevant information. During the call owners responding were told about the free prize draw for a new car, given a unique number to enter the draw and offered a free appraisal and valuation of their own car when taking the prize draw number in to their local dealer.
At the end of the project listed owners of the car who had not responded to mailshots or advertising were contacted by pro-active phoning.
Results
About 65% of the11,000 cars sold in the UK were captured on database either via the incentivised response or with pro-active phoning over the three month campaign. Other demographic and marketing information was gathered which related to the cars and owners. The final database that was created formed a basis for new car mailshot promotional activity which was again followed up with telemarketing. Many peripheral enquiries were received which produced spin off opportunities for the company & the dealerships.
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