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 to and
reach their 30,000+ customers. The challenge was to develop 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 creating 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 allows us to deliver effective, targeted mail pieces
to customers - taking into consideration transactions within the
client's database, past customer preferences and common market
trends. Each mail piece offers relevant suggestions about future
cars and services to each customer.
Once the completely variable mail pieces were 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