7.1.2003
Vectra Dialog Program converts messages into sales

GME's Customer Network team adapts elements of Vauxhall's successful "Trigger" program with a number of proven CRM techniques to convert Vectra advertising messages into sales.

Following market research and a review of marketing programs already in place, the GME Customer Network adapted elements of Vauxhall's successful "Trigger" program with a number of proven CRM (Customer Relations Management) techniques to enhance the conversion of Vectra advertising messages into sales.

"We reviewed CRM programs in GM and in other industries, and realized there were many aspects that would be beneficial to the Vectra Dialog Program," said team leader Katrina Maestri, Regional Director of Customer Network at GME. "The result is a two-way, multi-channel communication campaign targeted to consumers likely to be interested in the new Vectra."

One important feature of the program, the first project developed by the Customer Network group to support the Olympia Turnaround (Team 15 -Improving Customer Experience), is its use of online activities including the Vectra brand site, online advertising and ongoing communications via e-mail. Encouraging customers to visit the Vectra web sites helps increase their brand experience and allows GME to track more information to target future mailings.

The dialog communications – both online and offline – leverage above-the-line themes used in the Vectra advertising to ensure consumers receive consistent messages about the Opel brand and the new Vectra.

A three-phase program
The communication is conducted in three phases – 'Launch' to engage the consumer, 'Dialog' to build brand and product awareness, and 'Pre-Sales' to qualify leads for the dealers.

Throughout the process the team initially collects relevant customer information while regularly reconfirming a consumer's estimated replacement date (ERD) and model of interest (MOI).

The program is expected to run for at least two years. This will provide enough time to communicate across staggered body style launches while using information gathered to help fine-tune the process in the latter phases of implementation. The Dialog Program will support launches of future Vectra variants such as Signum and Station Wagon. "During this time frame we can pro-actively manage the contacts we've made with customers planning to change vehicles at some point in the future," Maestri said.

Seven markets (Germany, Austria, Belgium, The Netherlands, France, Spain, Italy) are participating in the program. They share a common database infrastructure and flexible program design, thus allowing them to produce a more sophisticated effort than they could otherwise have afforded on their individual budgets. In order to ensure consistency and cost effectiveness, GME and Opel Germany work closely together on program design and development.
As the team learns more about the bottom line impact of the program, decisions will be made about expansion to more countries and carlines.
Improving the quality

A thorough business plan was prepared before any investment was made in the Vectra Dialog Program. It was ultimately determined that the program would not only deliver value to Opel in the first year of implementation but that it would also provide a valuable learning experience for the organization in terms of improving the quality of its spending. "We wanted to move away from expensive one-way mass mailings that didn't pay off and didn't increase our customer knowledge," Maestri said.

The first mailings under the program – the targeted dialog phase – were launched in May for the Vectra Sedan launch. Communications were sent directly to over one million consumers. Response rates in all markets were above industry norms, including Germany at 13% as compared to typical results ranging from 3 to 10%. "We've been getting a very good rate of response. People tell us when they'll be back in the market and which carline they're interested in," Katrina Maestri said. "We then send out incentives to get them to do a test drive," she added.

Respondents intending to buy a car in the near future (up to 6 months) are passed on to dealers as "Hot Leads". Respondents with future purchase intentions are sent a series of communications designed to maintain interest as well as provide information about Vectra features/news such as future body styles, increased residual value, after sales offerings, etc. - with the added benefit of creating a cost-effective communication platform for other GME functions.