CASE STUDY: Renault UK 'Driving school' direct
Provided by Royal Mail MarketReach
A targeted direct mail campaign was sent to driving instructors to boost sales of the new Renault Clio
What was the Challenge / Background of the Campaign?
Renault was facing strong competition in the driving instruction sector from Vauxhall and Ford and targeted the mailout at independent driving instructors and small private driving schools. This sector needs value for money; not just the best deal but low maintenance and running costs.
What was the Campaign Objective?
To launch the new Renault Clio CC, generating enquiries and test drives.
What was the Solution?
Direct mail was chosen for a one-to-one dialoge and unbranded packages were sent out to 1,330 Renault customers and 14,755 prospects, each with a clipboard holding a completed 'driving test form'. The Clio's details replaced the driver's name, each instructor's name had been inserted and instead of regular test criteria listhe car's desirable features. These all received a tick in the 'pass' box. The only 'fail' was the price, rectified with a discount and new figure. There was also a letter, photos, questionnare and call to action on the Web or to phone for a test drive
What were the Results?
The target of 80 sales was smashed, with 1,549 Clios purchased. A sales conversion rate of 3.5% was achieved and £17.7 million of business was won, a return on investment of 40.96:1. This is seven times more efficient than digital and 27 times more efficient than radio for the same audience.
What were the Key Learnings of this Campaign?
Results were fed back into Renault's ongoing CRM programme to refine future targeting using renewal dates and inent to purchase.