Incorporate 'Lapsed Data Programme'
Hendy Group (Ford Division)
Hi Joy,
Apologies for not getting this done sooner!
We ran the Lapse Data Programme on 20th August 2009.
Andy arrives, staff 'trained' in the psychology behind the programme and letters sent; 536 to Ford 'lapsed' customers.
On the 21/08/09...
The phone starts ringing and ringing and ringing! We were struggling to cope! What a nice position to be in!!!!!!
The letters generated so many enquiries, by the end of the 4th day 87, 16% response rate. And remember there is not a specific offer in the letter! There have been 9 confirmed bookings, with 4 tyres sold on a vehicle that came in the previous day and 35 future service and/or MOT appointments. Traditional direct mail response of 2% is considered very good, so to get the response we did was outstanding.
The enthusiasm from Andy is infectious and he conveys a professional image of the programme and Experience GB.
I have seen this programme in the sales arena, where it also works extremely well.
All I can say is try it, you will be amazed at what generates.
Regards.
Mike
Michael Weatherston
Group Service Marketing Manager
Hendy Group Ltd
023 8048 3100
