Kia Motors America has pulled in a 36% response to a mailing promoting a new online communications system to its dealership owners.

So far the U.S. arm of the Korean carmaker has sent out 600 mail packages in a series of staggered drops to dealer principals and chief financial officers that began last November and runs through this spring. The system improves dealer efficiency and helps boost profitability, said Kathleen Hanover, spokeswoman for B/R/C Marketing, Kia’s Dayton, OH direct response agency, which designed and executed the campaign.

The mailings consist of three teasers and a dimensional. The latter comes in a white box and contains a silver-like shift lever mounted on a gearshift-pattern base. The tagline

Kia Motors America has pulled in a 36% response to a mailing promoting a new online communications system to its dealership owners.

So far the U.S. arm of the Korean carmaker has sent out 600 mail packages in a series of staggered drops to dealer principals and chief financial officers that began last November and runs through the spring of 2004. The system improves dealer efficiency and helps boost profitability, said Kathleen Hanover, spokeswoman for B/R/C Marketing, Kia