Buick Rolls Out Clubhouse Rewards Program
In an effort to boost its competitive edge, Buick is out with a rewards program that gives members exclusive offers and access to one-of-a-kind events.
Buick Clubhouse targets new owners ages 35 to 54 with a goal of building loyalty and enhancing the company’s image as a luxury car seller. It’s the automaker’s first loyalty program.
“We at General Motors are trying to take the Buick brand to a more premiere level,” said Larry Peck, Buick Golf marketing manager. “We want to offer an ownership experience.”
The loyalty program, which launched last month at Buick.com, focuses on the automaker’s tie to golf and its spokesman Tiger Woods. It lets members—new and existing Buick owners—buy exclusive gold gear or golf-themed experiences through the site.
Woods greets visitors with a message and guides them through the site. Members can navigate through a room and click on images of Clubhouse offers for more information.
For example, consumers can buy tickets to the Tiger Jam Bon Jovi concert at Mandalay Bay casino May 26 to earn a spot on the Professional Golf Association Pro-Am Tournament or obtain two passes to the Buick Open, among other offers. Members can also enter their e-mail address to learn about new offers.
In addition, customers can enter a sweepstakes for a chance to win a trip for two to meet Woods at the 2008 Buick Invitational. The promotion, which Momentum Worldwide handles, runs through Sept. 30.
Free golf-themed events are available on a first-come, first served basis. Members can also receive offers via sweepstakes prizes or they can be bought outright, Peck said. Morley Incentives handles the prizes and logistics of the program.
Consumers can register online or by calling a toll-free number on the site. In the first two weeks of the program’s launch, 200 people signed up, Peck said.
Why golf? Buick is leveraging its longtime association with the sport in hopes of reaching a new demographic.
“Buick traditionally has had the highest loyalty in the automotive industry,” Peck said. “Our buyer has been older, too. With this program, we are trying to get younger buyers. Golf offers younger, more affluent, more educated consumers. We are trying to reach our demographic through the Internet…and offer a premiere owner experience.”
Proceeds from loyalty program events or merchandise after expenses will benefit the Buick Open Southeast Michigan Charities.
Buick is spreading the word about the program, which Digitas handles, via print ads in golf-themed magazines and Web sites, through its dealerships and with e-mails to opt-in database subscribers.
While the loyalty program targets new Buick owners, existing owners are still eligible. “We are not actively seeking them out,” Peck added. “If they want to join, we are not turning people down.”
