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Case Studies |
Because we believe in working hard for our clients, our efforts result in some award-winning campaigns that have achieved noteworthy status and accolades.
GST November 2005 "Save at the Pumps" Campaign—Houston
AMA Crystal Award Certificate of Excellence
 For this November campaign, we wanted to drive traffic to Toyota’s Service Centers and continue to brand Toyota Dealerships as the number one choice for Toyota Owners who want to maintain their investment with genuine Toyota parts and who want to take their vehicle to a shop they can trust.
We also wanted to offer coupons for services that would help customers increase their gas mileage and ultimately put money back in their pockets.
Our goal was to achieve an overall Response Rate of 5%.
The November campaign consisted of three mailers (based on target audience) followed by a reminder email. The reminder email was important, because it marked a departure from Gulf States Toyota’s typical direct mail campaigns which had never used email reminders before.
The target audience was segmented into Loyal Customers (had visited the dealership in the last 6 months), Opportunity Customers (had visited the dealership in the last 7–18 months) and Conquest Customers (hadn’t visited the dealership in over 18 months).
All segments would receive Gas-Saving tips and coupons in their mailer. All expiration dates would be 30-day expirations.
Further, customized offers for each customer would be included based on the mileage on their vehicle. For example, a customer who had over 70,000 miles on their vehicle would receive a Mature Toyota Special and a Timing Belt coupon along with their Gas Saving coupons.
A corresponding email was sent to each segment with the same offers featured, plus copy that reminded them to come visit their Toyota dealership for service.
The overall response rate for the mailer with email was 16.74%.
We surpassed our goal by 11.74%. When we broke down our response figures for each segment, the insight we gained was astronomical especially when we looked at our Loyal segment results. Further, we were quite surprised by our extremely successful response rates achieved by sending a follow-up email. The breakdown is as follows per segment:
Loyal
Overall Response Rate 30.68%
Response Rate No Email 30.1%
Response Rate w/Email 36.66%!!!
Opportunity
Overall Response Rate 9.43%
Response Rate No Email 9.29%
Response Rate w/Email 12.53%!!!
Conquest
Overall Response Rate 2.3%
Response Rate No Email 2.28%
Response Rate w/Email 3.61%!!!
All Segments
Overall Response Rate 16.74%
Response Rate No Email 16.02%
Response Rate w/Email 29.21%!!!
The Responders with email showed us a huge eMarketing potential with our customers. The knowledge gained from this campaign began an ongoing effort this year to consistently send follow-up emails with every campaign we create. We see lift in our response rates consistently which has allowed us to leverage our email components in our campaign offerings.
In terms of research and knowledge our success was great, but how did this campaign translate in terms of making money for our client? The overall ROI was 1533%!
GST October 2006 “Toyota Tire Event”—156% increase in tire sales
 
Gulf States Toyota needed a direct mail campaign that would educate consumers that they could, in fact, buy tires at their Toyota Service Center. The added value would be the convenience of also being able to get their other Toyota needs met as well—they could buy tires, get their major maintenance done, get their oil changed and even get alignment, balance and rotation services performed.
For this October campaign, it had to be centered around the “Toyota Tire Sales Event,” first and foremost. The offer would be the most important component and would be mentioned on all of the campaign components as the main message. The offer also had to be an offer that would not only bring customers in for tires, but give them a deal they couldn’t refuse. “Buy 3 Tires, Get the 4th for $1” was going to be our secret weapon.
The mailer would be followed by two reminder emails and the point-of-purchase materials would scream “Toyota Tire Sales Event” consisting of a large banner, window clings and tent cards.
The mailer format marked a departure in service mailings, because it featured two perforated coupons—one for the “Buy 3, Get the 4th for $1” and the other for a FREE Tire-Tread Inspection, along with an explanation on how a customer could tell if they needed new tires.
Further, there was an October Savings Package that featured a rotation, oil change, air filter and new wiper inserts; a battery coupon; and four dealer-choice coupons that they could select and get imaged onto the mailer.
Average Tire Revenue per Dealer
September 2006 $3,976.08
October 2006 $9,671.02
Goal 25% increase
Actual 143.23% increase!!!
Response Rate
The overall tire-purchase response rate was 21.5%.
The tire-purchase response rate in September was 8.4%.
Our goal was to increase tire-purchase response by 5%.
Actual increase: 156.29%!!!
What about Lost Customers?
17.92% of tire purchasers were customers who had not been into the dealership for service in the last year.
Additional Revelations
An added bonus to this campaign was the average repair order, or how much customers’ invoices totalled on average. The average repair order for this campaign was $148.45. That averaged $5,064.94 in additional services performed per dealer, not counting tires.
Return on Investment
In terms of research and knowledge our success was great, but how did this campaign translate in terms of making money for our client? The overall ROI was 1317%!
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