KEITH WISERdiscusses examples
of campaigns used by the automotive
sector in different countries.
Sometimes things just chat’ around the needs of
happen that reaffirm one’s a
faith in direct marketing . . . a71
utomotive manufacturers:
A couple of weeks ago, I a71
Attract interest
was asked to do a presentation a71
Trial (Test Drive)
to the marketing team at one a71
Purchase
of the leading international a71
Keep warm
automotive manufacturers in a71
Build relationship\loyalty
South Africa. a71
Re-purchase
Win back lost customers.
This would normally be a By the way, there is
pitch, strutting my stuff and nothing unique here relating
telling them just how great my to automotive. There probably
agency is. isn’t a company anywhere in
But it wasn’t a pitch. the world, regardless of what
I was also told that it it is selling, that doesn’t have
shouldn’t be a lecture. Now, these needs. But what was
had it been a lecture I would exciting for me was that I was
have been strutting my stuff able to find great work in all of
and letting them know how these spaces.
clever I am.
But it wasn’t a lecture. Out of the box
No, apparently what Much of the work was
they wanted was a genuinely out of the box. Here
chat about direct are just a couple of examples:
marketing.
What the hell is that? a71 A Spanish insurance
It certainly forced me to company sent people out
think about what I was going into the marketplace to attach
to do for the two hours that I trainer wheels to motorbikes
had been allotted. (ie potential prospects for
What I ended up doing, their products). The cardboard
after a relatively short trainer wheels contained
preamble, was to share a the required messaging and
truckload . . . or should that be call-to-action.
carload . . . of case studies
from around the world. a71 Golf (Germany) sent out a
I trawled our own pack with a sort of metal
international (IDN) agency truncated balloon whisk. The
network archives. I pulled stuff idea was that when you
from the Caples and Echo attached this to your head it
Awards. I found material from simulated the thrill you would
the UK DMA Awards. feel when you put pedal to
And what fantastic work it metal in the new vehicle.
was. I was able to find work
from South Africa, Ireland, a71 My all-time favourite –an
Spain, Germany, the UK, New up-sell solicitation from Suzuki
Zealand, Singapore and a in Australia. The pack
whole lot more. contained Testicle Implants,
I decided to structure ‘the the implication being that you
32 January/February 2009www.dmi-news.com
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