A network of auto dealers in the Northeastern U.S. wanted to increase sales at selected service centers.
The auto dealers partnered with SVM on a gas gift card promotion designed to reward customers when service was conducted at one of the participating dealerships.
The promotion was sent to 325,000 households. To receive the $10 gas gift card, the customer was required to present the direct mail piece and purchase one of the three qualifying services. Over the three-month promotion period, 72 auto dealers in a five state region participated in the program.
SVM coordinated the advertising approval process with the selected gasoline company for all aspects of the gift card marketing and mailed the gift cards to each recipient with a letter, quickly and efficiently.
Consumer response was very positive. The 72 dealerships reported increased visits, additional sales and repeat service. They have plans to repeat the promotion again.