Our client is a full service creative agency working with Automotive dealerships throughout the UK and Europe. Propack have worked with them over the last 8 years to grow their Automotive Sales Events business and recently identified the promising new option of Geodemographic analysis as a way to drill down into their existing clients lists to identify new prospects.
What we did
- Undertook Geodemographic analysis on dealers’ existing customers.
- Identified the most active demographic sectors.
- Built targeted prospect lists within these ‘hotspots’ and within a set drivetime of the dealerships.
- From this we generated a list of 32,000 prospect households who Propack mailed marketing materials and invitations to specific sales events. As the prospect lists are non-personalised this allowed the dealerships to target relevant prospects whilst complying fully with GDPR.
The end client was extremely pleased with the outcomes of the Geodemographic analysis, providing them with a much clearer and often surprising picture of their potential customers and their shopping habits. As well as swelling their mailing lists considerably with prospects who are most likely to buy, they hope this will allow them to better target their future DM campaigns and get the right messages to the right people within GDPR regulations.
The first mailing has just been released and it is too early yet to speculate on its impact on ROI…watch this space!