Audi enhances customer retention through transpromo campaign

"We contracted with the company to boost customer acquisition," says Chantelle Roberts, new vehicle sales manager at Audi Hatfield, the holding company for Audi Centre Rivonia. "We are starting with Rivonia to enhance general awareness, with a focus on getting people into the dealership. We are looking to attract more people into the dealership and then initiate more test drives. We are confident, that sales will follow that.

"We are doing an initial run of 2000 people from a database mix of current and potential customers, appropriately segmented. We will then evaluate the results against this sample."

The communication will be carried in traditional postal letters, with a focus on full colour A1 and A7 inserts.

"We are delighted to be partnering on transpromo," says Konni Hoferichter, MD of LaserCom. "We have been taking transpromo to market for the last two years and, while it may have seemed ahead of its time then, it takes a visionary company to understand the potential for growing its business.

"In our experience and in the experience of companies abroad, response rates increase when transpromo is introduced into the overall marketing and sales mix. Response rates can rise by more than 300%, relative to other forms of communication."

Key to the success of transpromo is the ability to print large volumes, or short runs, of personalised material, targeted in such a way that the recipient of the messaging is likely to respond. Full colour has been shown repeatedly to have the best response rate, so both companies will be closely monitoring the response rates.