A 750,000-piece direct and e-mail campaign to generate interest in the Mazda Tribute has generated responses 7% higher than forecast, according to Doner Advertising.
The campaign targeted prospects taken from Mazda’s database, and included current and previous Mazda owners, inquirers and consumer names generated from "propensity to purchase" models. Just under 100,000 were contacted through opt-in e-mail. The campaign was launched May 31 and ran through Aug. 5.
Recipients were offered their choice of three incentives: a GiftCertificates.com SuperCertificate, which can be redeemed at a variety of retailers; a computer peripheral; or a gift certificate from what Doner spokeswoman Louisa Egido described as "a major retailer with an online presence." Of the three premiums, the SuperCertificate pulled best, Egido said.
While the test drives exceeded expectations, the Southfield, MI-based ad agency did not have any figures on the effectiveness of any given premium. Mazda will be tracking sales results through early November.
Egido did note that a previous campaign, in which recipients were offered a premium and Mazda made a donation to the Juvenile Diabetes Foundation, pulled very well on the back end, and indicated that a future program might again link premiums with charitable donations.
