Mazda. The name stands for uncompromising quality, outstanding value and an exhilarating driving experience. Mazda has a targeted marketing strategy that includes email and direct mail with its “Handraisers”-individuals who express interest in receiving information about Mazda and its vehicles.
The highly competitive automotive industry requires marketers be able to rev up their campaigns from 0 to 60 in no time flat. Mazda steered interested consumers onto showroom floors through a series of special events and promotions, each accompanied with an email campaign. That process, however, ate up staff time and drained resources.
Additionally, the process failed to reach the marketplace in a timely manner and lacked the level of individualization achieved by more sophisticated campaigns. Mazda marketers realized they needed a better way to speed delivery of information to interested consumers. They wanted an engagement marketing program that would be flexible enough to communicate vehicle information about each of the company’s 10 models, as well as provide a means to quickly and easily alter messages to meet the rapidly changing needs of a dynamic marketplace.
Also, because auto consumers generally want to review a number of makes and models during the buying process, Mazda needed to be able to send out multiple messages to the same recipient without duplicating vehicle information already received. Clearly, the company had to shift gears to better maneuver buyers through the selection process.
To keep reading about Mazda and their success with Silverpop, download the case study.