Direct mail could help boost BMW's car sharing program
Many companies still use direct mail to inform consumers about new products and services. Outbound marketing still has value to a wide variety of businesses, and the rise of technology hasn't made it any less effective, despite opinions to the contrary. Ultimately, marketers still bank on the fact that people enjoy receiving items in the mail, and it's a correct assumption.
As long as materials are informative and interesting, consumers will be receptive, and direct mail software is very useful in this area. Mail marketing could potentially help boost awareness and adoption of a new car-sharing program in the Bay Area featuring high-end vehicles.
A recent article from AdWeek reports that electric cars made by BMW will be for rent throughout San Francisco, similar to the current model set-up by other car-sharing services such as iGo Car and Zipcar. For the last two years, the luxury automaker has operated its DriveNow service in several locations throughout the Bay Area.
The fees are relatively inexpensive, and BMW's service also includes an app that lets renters know the locations where they can return the vehicles. All of this information could be used in a direct mail campaign targeting other car-sharing services' customers in an attempt to sway them to use BMW.
The automaker can identify those who frequently utilize car sharing and then ensure contact information is correct using address validation software. The automaker can also identify homes in the general vicinity of return locations to create more consumer awareness about the program. From there, direct mail software can be used to create attractive marketing and promotional materials that highlight key selling points, such as price, the fact that the cars are electric, the accompanying app and the flexibility of making returns at a variety of locations.
As BMW rolls out its new program, a direct mail marketing campaign would be a great way to inform consumers of the many advantages associated with its car-sharing service.