The other day I was reading the latest headlines on automotive advertising strategies, and came across this post:

"Porsche Makes Direct Mail Personal…And A Little Bit Creepy"

Have you all heard about this? An ad agency named 'Low Roche' recently helped one of its clients, a Porsche dealership, get a 32% response rate on a 'mailer' -- using some very digital tactics. They actually took a Porsche to the homes of the 'well-heeled' in targeted areas and took a picture of it in front of each person's house. The mailer with the image front and center said "It's Closer Than You Think." Stalkerish? Yes. But did the targeted people bite? In a surprisingly large percentage, yes.

Do you all find this kind of marketing too invasive to be viable long-term? Or is it the next means of taking tried and true marketing tactics (snail mailings) and bringing them up to the level of the new social digital online age? Article below, follow the hyperlinked title to see the video and a slideshow of the advertising images on their website. Your thoughts welcome!

"Porsche Makes Direct Mail Personal…And A Little Bit Creepy"


Agency Lowe Roche helps residents of ritzy Toronto 'hoods imagine Porsche ownership with a direct mail campaign that’s as close to home as it gets.


Those familiar with Toronto will know that neighborhoods like Rosedale, Forest Hill and the Bridle Path are the toniest zip codes in the city. Those hoods are the land of gold-gilt driveway gates, Olympic-sized pools, and entrance foyers the size of some mid-sized Manhattan apartments. The perfect target market for a local Porsche dealership.

Agency Lowe Roche conceived a campaign to bring Pfaff Porsche directly to the well-heeled residents of Toronto by putting a new spin on that old standard: direct mail.

To support the campaign line “It’s Closer Than You Think,” the agency loaded a production van with desktop printing gear, parked a gleaming white Porsche 911 in front of monster homes and created custom direct mail pieces that made it look like the homeowner’s (presumable) dream car was parked out front.

The idea may seem a little bit creepy, what with a marketer stalking and photographing your house with the aim of having you drop well over 100 Gs on a vehicle and all. But it seems the targeted didn’t mind: 32% of those who received the piece of mail booked a test drive online, a remarkable result for direct.

As for me, a Toronto resident, jealousy is a more fitting way to describe my reaction to the campaign. The owner of a modest home in a normal neighborhood, it appears I’m outside of the target demo for high-end automotive dreaming.

Views: 109

Comment

You need to be a member of DealerELITE.net to add comments!

Join DealerELITE.net

Comment by AutoSTARR on August 24, 2012 at 11:35am

Solid points, Matt - Sorry for the delayed response!


The article definitely leaves some room for questions and speculation. I have to agree; this seems a little too invasive. But at the same time, 32% is quite high, and it certainly inspires future marketing campaigns to think about how to employ similar, perhaps less creepy strategies to get the attention of potential buyers.

Cost is also a big factor.... ostensibly Porsche had a set aside a large chunk of mailing campaign finances, since sending representatives to each of these locations and then paying for high-quality print-outs and mailings can't be cheap.

Dealerships are left with the challenge of balancing overall budget and allotting enough funds for campaigns that can gather a higher number of responses.

Thanks for commenting!

Comment by Matt Hayward on August 2, 2012 at 4:38pm

Personally, this is a little bit too "in your face" for my taste, but a 32% response rate is pretty good.

However, to really evaluate the piece's effectiveness, I'd want to know 3 things:

- How many of those people actually bought a Porsche at the dealership that month.

- How many Porsches the dealership usually sells when they aren't doing a direct mail piece.

- How much the direct mail campaign cost (comparing the cost of the piece to the sales over and above what the dealership usually sells).

Matt Hayward

CBC Advertising

800-222-2682

matt@cbcads.com

Latest Activity

Simon Hopes posted a blog post

How to Compare Car Insurance Policies

What is Car Insurance?A car insurance is the policy that covers one’s car against all kinds of…See More
4 hours ago
Mike theCarGuy Correra posted a video

The Key to Long Term Success in Sales

Account Manager Mike Correra shares the key to a dealership's long term sales success in this video blog.
21 hours ago
Tom Clark posted a blog post

Reasons to Sell Your Dead Car to Car Removal Companies

Your old car just stopped working. When you called a mechanic to have a look at it, they gave you…See More
yesterday
Derek C. Dean posted a blog post

Hard skills Vs soft skills or hard skills and soft skills- which is optimal?

Soft skills and training programs for the same seem to be hogging the limelight in recent times.…See More
yesterday
Umair Amjad posted a blog post

The Perks of Using Armored Cars & Bulletproof Vehicles

Security is a prime concern for every human being. When it comes to security, then people do not…See More
Sunday
Rob Gehring posted a blog post
Friday
Scot Eisenfelder posted a video

Why the Service Write Up Is Critical

Scot Eisenfelder shares why the service write-up is critical to increased revenue in this video blog.
Friday
Jim Flint posted a blog post

Google Ads Two Changes for Display

In this video blog, Jim Flint, CEO, and Founder of Local Search Group discusses two changes you…See More
Friday
John Sternal posted blog posts
Thursday
Veronica Dunford posted a blog post
Thursday
Stephen Coambes posted a blog post
Thursday
Damian Boudreaux posted a blog post

Relationship Selling - Begin The Shift Now

Gooooooooood Morning! And thank you again for joining us in another video in the series, [name].…See More
Thursday
Steven Laureys posted a blog post
Wednesday
John Sternal posted blog posts
Wednesday
Harris Scott posted blog posts
Aug 14
Reynalda Lor posted a discussion

Roofing Option For Garage?

Greetings!We are looking for the best roofing option for our dealership garage nowadays. In the…See More
Aug 13
Paul Moran posted a blog post

Auto Industry Viral Marketing Innovator Vboost Achieves Milestone of 10 Million Video Views for Auto Dealer Clients

Unique Customercials are organically shared by customers across their social platforms producing a…See More
Aug 13
Dan Beres posted a blog post
Aug 13
Jim Flint posted a blog post
Aug 13
James Helliwell posted blog posts
Aug 13

Get Newsletter

© 2019   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service