Data Solution Personalizes Customer Experience, Boosts Engagement | Automotive

5/10/2024

RRD’s Precision Dialogue team helps major auto manufacturer improve customer data collection, achieve more precise targeting 

CHALLENGE

A leading global automotive manufacturer faced difficulties delivering a connected, unified, and personalized customer experience across various marketing channels. The company sought support from an experienced marketing services partner to integrate diverse data sources, and ultimately aimed to gather insights from selected respondents and refine car owner records. This task was critical and demanded both external assistance and meticulous attention.

SOLUTION

The company turned to RRD’s Precision Dialogue, who assembled a team comprising experts from RRD's GO Creative and Commercial Print business units. The team was supported by best-in-class tools and technologies, including an advanced distribution management system and digital capabilities. Each member of the team was assigned clearly defined roles, resulting in the delivery of an end-to-end solution. The supported functions included:

• Audience generation: Select and target audiences across multiple channels
• Project management: Manage teams and overall campaign timelines and resources
• Campaign team management: Segment, target, manage omnichannel campaigns
• Email/SMS development/SFMC deployment: Develop and deploy email and SMS campaigns
• Analytics/analysis: Analyze campaign results and future recommendations
• Account strategy and execution: Manage strategy and oversee execution
• Creative campaign design: Redesign omnichannel campaign creative to impact and drive engagement
• Campaign data management: Manage campaign data, postal optimization, and automated reporting to client
• Print production: Direct mail production in full variable four-color print with PURLs
• Digital campaign: Web development, including creating and implementing PURLs
• Social campaign: Executing and reporting on campaigns through Meta

RESULTS

Precision Dialogue’s support as a full-service agency enabled the company to scale operations. Rather than focusing on a single division to address only a part of their requirements, RRD drew on an ecosystem of solutions to deliver a robust solution. Results included:

• Replaced four agencies with one agency of record
• Increased direct mail, email, and SMS engagement by providing omnichannel response options, including PURLs and personalized QR codes
• Enhanced CX and collected additional prospect data, including email and phone numbers. The solution also provided personalized landing pages (integrated with the client’s existing offers) and leveraged pre-filled data
• Precisely tracked each cross-media visitor to identify in-market targets and re-targeting opportunities