Case Study: Fletcher Jones Motor Cars
Addressing the need to utilize highly variable print on demand
documents that carry a targeted marketing message.
The Opportunity - Fletcher Jones Motor Cars, North America's
largest seller of Mercedes Benz Motor Cars needed a way to better
communicate and touch their 30,000+ customers. The challenge was to
create an application that would create customized marketing pieces
targeted directly to customers. Additionally we needed an
application that was able to change on the fly as their marketing
messages and tactic routinely changed based on market conditions.
The Dot's CRM and Digital POD applications turned out to be the
solution they were looking for.
Designing a Solution - In response to this challenge, the client
asked The Dot Printer Fulfillment and a partner agency to develop a
program to help convert aging leases into new sales. The solution
would need to achieve the following:
1. Create marketing collateral that was designed with
variable content in mind and would speak directly to the consumer
in a compelling way.
2. Reduce time from lead to mail piece creation.
3. Lower overall costs by created 1-to-1 marketing to
qualified customers with an offer in the customer's price
range.
4. Convert the marketing inventory to Print on
Demand inventory to eliminate obsolescence.
To design and implement an effective solution, The Dot partnered
with a Leading Agency to develop the program. The Application that
was developed that allowed us to take the customers database of
transactions and build mail pieces that spoke to both what the
customer selected in the past and gave the customer suggestions on
future cars and services that were relevant based on what we knew
of the consumer and common market trends.
Once the completely variable mail pieces where composed by the
database the files are posted to the digital press and
printed.
Once mailed the marketing call center is notified so they can
make personal phone calls to the recipients to make sure they
understand their options.
The Bottom Line -The Dot Fulfillment's solution provided some
very clear deliverables:
1. Created an application that allows the customer to
communicate directly with customers in a way they never could have
before.
2. Allowed us to build on and create greater value to a CRM
relationship that launched in December of 2005.