Increased sales by 426%, 500,000 customers re-qualified, 15% of all retail sales

Insights

When we started working with Honda in 2002, they asked us revolutionise their existing direct approach. We realised that we needed to challenge conventions in automotive marketing, by encouraging them to develop a data gathering culture, giving us a platform to develop new and exciting ways to contact and to build relationships with new prospects and existing clients alike – especially in digital.

Ideas

We’ve developed innovative multi-channel solutions to improve their relationship strategies – specifically focusing on increasing sales and improving overall efficiency gains. We generate new leads, qualify and continually re-qualify their data to keep it fresh – allowing us to send complex individualised messaging to convert prospects and encourage customer re-purchase. This involves:

• Lead generation
• Re-qualifying prospects and customers
• Prospect conversion and customer repurchase
• Tactical and model specific campaigns and events
• eNewsletters

Measurement

Combining data and digital and utilising proven direct techniques has increased Honda’s sales from relationship marketing by 426% in the last five years. Over 500,000 new leads or re-qualified customers have been fed into the database over the last five years, maximising their sales to loyalists despite the economic climate. We’re now responsible for on average 15% of Honda’s retail sales each year, and utilising digital techniques has enabled us to halve the cost of their relationship marketing programme – all within a strict payment by results framework.