Jeep Renegade Case Study
As a brand, Jeep® embodies fun and adventure as well as robust offroad vehicles. The compact SUV Jeep Renegade® is the least expensive Jeep® on the market and the first one available with front-wheel drive. This also appeals to target audiences that were not attracted to this brand before.
How do we tap into new target audiences for the Jeep® brand and how do we generate leads for the Jeep® Renegade?
Dialogue marketing campaign with addressed and partially addressed direct mailings, e-mail marketing, a standardised landing page, lead and campaign management as well as follow-up activities.
PRINT – 6-page direct mailing, addressed to 3 different potential target group in the retailer's catchment area, partially addressed within the extended catchment area.
NEWSLETTER – In addition to the print mailing campaign, e-mails were sent to roughly 50,000 users. Users who didn't open the first e-mail received a second one.
The goal was to generate additional sales among new clients before the end of the year 2016.
The lead generation was accompanied by a prize draw called "win a pair of exclusive Jeep® Fischer skis". Direct mailings and e-mails were sent to participants inviting them to the prize draw. In order to find the most promising interested persons, a qualification process was applied and a small segment of hot leads was identified. All potential new clients were then contacted personally by Jeep® retail partners.
... Target group identification via market segment analysis
… Potential analysis in areas surrounding retailer locations, expansion of target groups by adding interested households in the catchment area
… Cross media mix with directly addressed and partially addressed mailings and e-mail marketing
... Query of relevance data on the landing page (car make/model, intention of buying a new one)
… Combination of this user information with profile data (purchasing power, age, living situation, etc.) in oder to find hot leads
"Sorry, you didn't win" mailing: All non-winners received an e-mail saying that they would receive a free pair of Jeep® Fischer skis when buying a Jeep® Renegagde.
Response rates: Every lead generated in this campaign is a new lead. Below please find the response rates for qualified leads broken down by media channel:
Direct mailings: 1.2 %
Partially addressed mailing: 0.4 %
E-mails : 5.6 %
3,400 leads were generated, of which 5% met the "hot lead" criteria, with a high purchasing probability in the next few weeks.
DMVÖ – Dialog Marketing Verband Österreich