DRIVING ENGAGEMENT AMONG HIGH VALUE PROSPECTS
When client Jaguar launched the “Jaguar ALIVE Driving Experience”, a cross-country drive event, they contacted Plan B to develop a CRM program that would connect with 18,000 In-Market Owners, Handraisers, and Conquests in 18 cities.
Research indicates that “hands-on” is key—consumer perception shifts to positive upon driving one of the Jaguar cars. With this in mind, the highly exclusive, invitation-only event was designed to feature professionally coached, behind-the-wheel exercises on closed courses, as well as in-depth product demonstrations that would put prospects directly in command of the vehicles.
Plan B developed and executed a robust CRM communication plan with various touch points, including a Direct Mail Invitation, Follow-Up Postcard Invitation and Confirmation Email Series, Handout Invitations and a Post-Event Thank You Email with Offer. The communications were built to encourage consumers to sign up for the event, drive qualified traffic to dealerships, and convey the brand’s commitment to Style, Performance, Technology and Refinement.
After the first 11 events, the Jaguar ALIVE Driving Experience – the first Jaguar undertaking of such magnitude and cost investment – generated over 10,000 attendees with the following responses reported from those surveyed:
- 85% of attendees are new to the Jaguar brand
- 50% are under the age of 49
- 32% drive a competitive make
- 32% positive shift in overall brand perception after participating in the event
- 22% positive shift in purchase consideration after participating in the event
Armed with new information about their core target consumers, Jaguar is now better poised to take on the competition, and expects their improved overall brand perception and purchase consideration will translate to improved sales.
VIDEO CASE STUDY
Full-Cycle CRM, Conquesting & Event Support Program Management