How we met their needs
To achieve Citroën’s objective we worked closely with Kristian and Acuity, their creative agency, to integrate our Touchpoint Managed Prospecting Service into their dealer marketing process, implementing a uniformed direct marketing communication strategy across their UK dealerships.
Citroën incentivised each dealer to allocate a percentage of their annual marketing budget into direct marketing which would cover the cost of prospecting data and direct mail and email fulfilment. An on-going quarterly marketing plan will then be developed by Citroën head office with all creative being produced by Acuity, i.e. postcards, letters and email templates. This is to ensure each dealer regularly sends Citroën approved marketing messages to increase their sales.
Our Touchpoint managed service not only allows Citroën’s centralised marketing team to manage their dealerships direct marketing all in one place, but also saved costs through economies of scale. This is how Citroën incentivised their dealers, offering a cheaper and easier alternative for their prospect marketing. The managed service also means the weekly activity of sending a postcard and email for each dealer is all handled by Touchpoint.
Each week data is selected from our wide choice of prospect lists based on specific SMMT groups, car ages and car makes, targeting people with similar competitor models such as SMMT group A (small cars) for the new Citroën C1. This data is then sub-targeted using demographic and geographic selections such as age, gender, income and location.