08 November 2008
Saab, award winning direct marketing
Saab UK has just sent me an excellent piece of direct mail. The small lumpy envelope contained an 'honorary employee' badge on a lanyard.The hook to the offer is the opportunity to buy a Saab at Saab employee prices. These presumably wonderful prices aren't stated. To find out more I need to go to my local dealer, Saab Reading.
A simple, compelling and clear message. Well done to Saab and whoever their agency.
Labels: direct mail, direct marketing, Saab, Saab Reading
15 August 2008
Environmentally friendly Saab
I received two sets of the same piece of direct mail about the new twin turbo Saab this morning. Is this a play on TWIN turbo or just simply shoddy de-duping of data? Identical names and addresses on both envelopes.
It made me chuckle as the key message seemed to be about the low running costs and Saab's green values.
Labels: direct marketing, green, Saab
28 October 2007
Directory Enquiries - the good and the bad
When you can't get in your car you need help. Well I did anyway. And the number for Saab Assistance was locked in the car. Directory enquiries seemed to be the answer.Whoops, well it would have been if I hadn't phoned 118 118. Congratulations to them on their marketing and choice of number; it is the service that sprung to mind immediately. I think the fact that their call centre may be past the White Cliffs of Dover is highly likely when one is asked, "How do you spell Saab?", "What does Saab stand for?" and "Is it a local dealer?"
Give me strength.
Anyway, I abandoned all hope on that one and noticed the number 118 247 staring up at me from the yellow pages. A number in seconds, and it was the right one.
The lessons learned:
1) If you invest in a brand name make sure you deliver behind it.
2) If you want directory enquiries I recommend 118 247.
3) Don't lock emergency numbers in your car. Store them in your mobile as well.
Labels: 118 118, 118 247, branding, directory enquiries, keys, motor manufacturers, Saab, service
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