Luxury car brand Infiniti sends recent customers an exclusive membership pack in return for updating their customer data.
Automotive manufacturers have to work hard to acquire and retain their customers, particularly for high-end brands, so Infiniti needed to box clever to promote its new range of luxury cars in the UK and European market.
Infiniti needed to sell its high-end customer experience - from swanky 'buying centres' for potential customers, to a personal account manager who arranges post-purchase services and to capture data on its existing audience to target its messaging effectively.
Infiniti sent recent purchasers of its cars a premium pack, including a wallet and a USB membership card. When they plugged the card in to their computer it drove them to a secure microsite which validated their membership. Their membership enabled them to enjoy the firm's convenient collection and delivery VIP service, events and sponsorship. For Infiniti, it also triggered an online customer questionnaire which enabled the company to profile its buyers against its defined ideal audience.
Created by TMW, the pack went out in 13 countries across Europe and has generated a positive response, with 37% of customers activating their membership and 96% completing the online questionnaire. In the UK, the completion rate has been 100%.
The combination of direct mail and online media provided the mechanism for Infiniti to gather the audience insight it needed to make sure that its marketing decisions and communications strategy were based on fact, not speculation. The premium pack and tangible member benefits all combined to create a genuine value-add to the luxury brand.