We proposed our managed campaign programme, sending a series of ongoing direct mail and email campaigns to deliver a consistent message to qualified prospects. This allows their dealers to benefit from a customised central marketing message, while at the same time removing the hassle from, and providing cost savings on, managing the campaigns themselves.

For each of the dealers who signed up to the programme we created their own pool of eligible prospects. Using our knowledge of the sector, we selected the people located within each dealer’s post code territory who would be most likely to be in the preliminary stages of the buying cycle.

Each month, Citroën’s main campaign focused on a different car, so we would only contact the appropriate sub-section of people for each dealer. These selections would be made on different socio-economic factors that matched the target market for the individual vehicles.