(Promo) Land Rover dropped 200,000 direct mail invitations last month to past and present Range Rover users to entice them to buy the 2004 model.
The invitations — for events such as outings at elegant private country homes featuring exotic chocolate tastings and falconry demonstrations — resulted in 200 to 300 attendees for the first event and 16 purchases. The company’s goal is to sell 100 vehicles.
This “one-at-a-time” approach to capturing potential buyers invited guests to attend one of six events held around the country, with the last one held this weekend. Resort locations and private homes provide the backdrop for off-road driving instruction, culinary sampling, a display of rare orchids and clay shooting instruction.
Targets from rented lists and some American Express Platinum cardholders also received the invitations.
The “Range Rover Experience” has been deemed successful enough that the program will roll out later this year to all 145 retailers, who will host the event and bring in high-end partners to supply an “exotic” touch. Binders will be mailed to each retailer with tips and directions on how to conduct the promotion. A mailing list of potential prospects and customers along with invitations will be included.
“It’s the event-in-a-box concept,” said Natalie Bow, relationship marketing manager for Land Rover.
A follow up “thank-you” mailing to all who participated included a picture of the attendee in a leather frame driving the Land Rover off-road at the most daring part of the trial, a rough track with wheels off the ground. “The relationship didn’t end with the event,” Bow said. “It’s the beginning of our relationship with these people.”
The six-week campaign was supported by a national television advertising campaign, print ads, online promotions and outdoor marketing.
Campos Creative Works, Los Angeles, handled the logistics of the event. Young & Rubicam, Irvine, CA, handled the advertising.
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