Avis provided us with a great example of how Direct mail combined with a marketing database can be very effective.
We knew that the UK target Market was limited to some 20,000 companies that would be big enough to have a fleet of cars.
We identified a correlation between vertical markets likely to have sales forces, and larger car fleets.
Further that the decision makers varied from MD to Finance Director to Fleet Manager depending upon the size of the organisation.
In fact one of the most successful techniques was to send different benefit messages to each of the above, so when they met they all wanted to switch to Avis.
Two key strategies were particularly effective.
In line with the Doyle Dane Bernback "Avis we try Harder" strapline, we ensured that at every budget, the following morning, we had a statement on the desk of every existing and potential customer, spelling out the effect of the budget on their fleets. This report was compiled by Avis in our Holborn offices, with the mailing house and Mount Pleasant sorting office standing by. The report was compiled in the afternoon, printed and fulfilled the same evening and delivered to Mount Pleasant for overnight delivery.
One of the anomalies that came to light was that we were making appointments for the sales team to visit Finance Directors of FT 100 companies, and they were not turning up. Having identified that they were embarrassed because they knew about the fleets but not about the tax implications, we developed Tax Disk, and turned the sales team into tax experts. This also meant that every Budget the sales team got to visit the top management of their customers, ensuring loyalty to the Avis Brand.
Avis Art Work