Challenge
The RDC Data Centre holds the names and addresses of all Dutch car registration-plate owners. To encourage sales of this data, Sixtyseven was asked to develop an application to help car dealers promote their product range.
Approach
Sixtyseven developed a MOM application and a special website, through which the dealer selects the desired addresses on the basis of current vehicle, age and length of ownership. He then selects one of the various (neutral and brand) grids in order to create a direct mail-shot containing his product range and of course his own logo, together with name and address details. Sixtyseven ensures that the statements are updated in the system. In addition, Sixtyseven's strategic partner, i-motive, employed a sales team to accelerate market acceptance.
Result
With car dealers making much better use of the data and achieving more responses, RDC has been able to generate greater turnover. The individual car owner receives the clear, professional material to which he or she is entitled. Sounds easy, but first you have to come up with the idea, and then be capable of developing it. In contrast to many traditional CRM processes, valuable customer information can be used for the execution of successful marketing campaigns.