The objective of the Ford one-to-one project was to encourage interested car buyers to return to the dealership for a second visit and thus to increase the opportunity for sales conversion. The program was implemented over a two year period.
The campaign targeted prospective car buyers who had visited one of the Ford Dealers and were interested in a specific vehicle. After each visitor had chatted with a sales person about their interests and requirements, the sales person noted down all of their details. This information was then sent to a data clearinghouse who transmitted it to a graphic communication partner.
Digital print and POD allowed these dealers to go to print only when brochures were needed thus negating obsolescence - no wastage, no warehousing and perfectly relevant (across participating dealerships, approximately 200 brochures were printed per day). Using VDP the information gathered was used to fully customise the brochure. Variable data included: Name, address, vehicle of interest including text and image, sales rep name and phone number and dealership name and logo. Furthermore, as an incentive to return to the dealership the customer was encouraged to bring in a coupon that would register the customer for a promotional offer.
From the graphic communication house, the brochure was mailed directly to the prospect. This fulfillment function ensured maximum efficiency and the greatest turnaround time. The four-colour, fully customized flyer was delivered to the consumer within 48 hours of his/her visit impressing the customer while the car was still fresh on their mind.
The results of this project were excellent:
Consumers today are bombarded by such a clutter of campaigns that their instinctive reaction has become that of shutting everything out. Digital print enables your campaign, however, to communicate so uniquely that customers will get excited.
Digital print is every marketer's best friend. Technologies and functions such as POD, VDP and fulfilment really do allow marketers to communicate with their customers at a new level. But many of us have yet to explore these avenues with our printing partners, perhaps afraid to try something new. Direct marketing has taken on a new meaning. All you need is customer information, your graphic communication partner will do the rest. Go on, impress your client's customers...impress your client. Impress your boss.
For more information about Digital Printing, VDP, POD or Fulfilment, contact Bully Charton, Director at Creda Communications on 021 505 6100.
*Acknowledgements: Case study courtesy of PODi, the Digital Printing Initiative.
