European Experience Delivery Accelerates Maserati Sales

European Experience Delivery
Accelerating Launch Volumes, Demonstrating The Brand
Experience and Generating Pre-Qualified Sales Leads

The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval
system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.

Objectives
•  Accelerate new vehicle launch volumes
•  Grow sales of current vehicles
•  Promote Maserati brand belief
•  Generate / distribute qualified leads
•  Convert prospects to Maserati brand


The Perspective
•  One that moves from:
– Passive to active marketing of
European Delivery
– Declaring to demonstrating the brand
experience
– Delivery of current sold vehicles to
include trial of vehicles not yet
available (but coming to) in the US

Market Opportunity
•  Not simply a historical % of volume
•  But pre-qualified US Euro travelers
•  Affluent experience seekers
•  Seeking experience on own terms
•  Evoking brand belief / must have desire
•  That works to promote brand
conversion, loyalty and word-of-mouth


Fundamental Issues
•  Why do it?
–  Incremental conversion / revenue?
–  Loyalty? Competitive reasons?
–  Branding medium?

•  Where to do it?
–  Euro travel geographics

•  Does anyone want it?
–  Optimized concepts
–  Take rate / Basis for business case

Size of Opportunity
•  Understanding Overseas Travel
– 23,069,000 US Travelers
• 22% Mid-Atlantic
• 21% South Atlantic
• 23% Pacific

– 17,833,000 Leisure / 8,559,000
Business
– Average income $103,500
– Median # Trips Past 5 Years - 6

The Idea
•  Target Select US Travelers to Europe
•  European Experience Delivery Program
•  Match Purchase & Travel Timing
•  Extend Stays and Promote Vehicle Trial
•  Optimize Experience / Take Rate
•  Execute 2:1 Selling Strategy
•  Install Proactive Branding Experience
•  Through Program Certified Dealers

The Customer Offer
•  Total immersion in the Maserati Experience
•  No cost extended stay courtesy of Maserati,
client optimized extended stay hotels, meals,
event access and driving tours delivering
uniquely Maserati experiences
•  Use of a “long lead” or current US spec
Maserati vehicle
•  Concierge service provided by Maserati and
delivered by Program HQ / Amex Travel
•  Follow up event at dealership upon return
•  Pre-launch/ongoing marketing to database

The Benefits
•  Maserati and Dealers
– 
– 
– 
– 
– 
– 

New Data / Lead Source For Hard To Reach Profiles
Incremental Volume / Conversion and Loyalty Tool
New Experiential Branding Medium
Efficient, Effective Direct Marketing Program
Delivery of Enhanced Lead Selling Strategies
Test of Broader Strategic Co-Marketing Opportunities

•  Maserati Prospects / Owners / Buyers
–  Prospects – The Brand Experience on Their Terms
–  Owners – Re-affirmation of The Faith
–  Buyers – Choice of Program Options


The Strategy
• 
• 
• 
• 
• 
• 
• 
• 
• 

Partner with American Express
Leverage Maserati/Amex Experiences/Cars
Utilize Harms for Vehicle Logistics
Optimize Experience/Selling Strategy
Drive Customer CRM Pre/During/Post
Certify Participating Dealers on Basis of CSI
Distribute Enhanced Lead Packages to Retail
Measure Sales Match and Satisfaction
Via Branded Outsourced Program HQ


Database Strategy
Polk
Web
Lead
Database
Maserati
Database

Vehicle Ownership
Purchase Timing
International Travel
Lodging
Dining

Match

Amex
Database

Maserati Experience
Prospect Pool

Membership Rewards
Culture
Sports / Entertainment
Activities


The Tactics
•  Merge Amex / Polk / Web / Maserati databases
•  ID “undiscovered Maserati owners”
•  Build “Maserati Experience” offers, site,
optimization tools and data capture process
•  Target travelers and “undiscovereds” - drive
site traffic and program registration
•  Build travel, vehicle and lead files
•  Deliver experiences / enhanced leads
•  Follow-up at dealership / Close sale
•  Measure satisfaction, lead productivity, sales
match and branding metrics

American Express
•  Access to Estimated 500,000 Matched HHs
–  Up to 4X mailing

•  Client Locations / Events in Europe
•  Travel Agent Network in Europe & US
•  Media Properties (Audience & Editorial)
–  Food & Wine, Travel & Leisure, T&L Golf, Departures

•  Membership Rewards

–  Earn points / Burn points and defray program cost

•  Amex Gold / Platinum Card Member Marketing
•  Amex database access requires participation in
Amex Publications


The Customer Process
Go
No Go

Phase 1 Test

Prospect
Maserati
European
Experience
Web site
Call Center

Owner

European
Experience
Personalization
Optimization

Dealer
Customer

Sources:
AmEx/Polk
Maserati Files
Maserati Web
Dealers
Email
Direct
Ads / BRCs

Qualified
Sort

Overview
P&E / Order
Registration
Demos/Fleet
HH Fleet
Timing
Travel Plans
Opt-In OKs

+

Confirm
OKs

Travel
File

Optimized
Trip/Appeal

Engaged
Prospect

Experience Delivery
Harms Logistics
AE Travel Support

Experience Delivery
CSI Follow Up

Post CSi Follow Up
Lead Distribution

Sales
Match

Engaged
Owner

Defer
Save

Follow Up
Lead Distribution

Sales
Match

Maserati European Experience
Program Headquarters

Car
File

Customer / Dealer / Field / Division

Presentation
Customization
Optimize Sell
User Confirm
Experience
& Vehicle Appeal
Enhanced Lead

+

Sign
Up

Vehicle
Ship

AE Travel Support

Exit

Phase 2 Pilot
Lead
File

Factory
Delivery / Drop

Self
Directed

ID Take Rate

Retain
Records

+

Owner Factory
Pick Up
Prospect Option
Factory Pick Up
Hotel Delivery
From Pool

Enhanced
Lead

+

Coordinates All Logistics
Communicates Status of Experience with Maserati, Field, Dealer,
Customer, Am Ex
Maintains and Distributes Enhanced Leads
Monitors CSl, Sales and Cost Metrics

Reinforced
Experience

+

Reinforced
Follow Up

=

Better Leads
More Sales


Experiences
•  Leverage Maserati Sponsorships/Events
– 
– 
– 
– 
– 
– 
– 

Trofeo Vodafone Maserati
Historic Challenge Europe
Golf
Hydroplane / Boat Racing / Yacht Racing
Cycling
Opera (La Traviatta) / Contemporary Maserati Club Events
Maserati Enthusiast Events

•  Enhance with Amex Experiences

▫

–  Food & Wine (Tours, Dining Experiences)
–  Travel & Leisure (Hotel, Spa Experiences)
–  T&L Golf (Golf Experiences)

•  Experience US Spec Maserati Vehicles
–  At Factory Delivery
–  Pick Up and Drop Off at Select Hotel Locations


Personalized Experience
•  Utilize Amex Publishing editorial
coverage and knowledge to create
experiential and adventure experiences
•  Each experience will have
approximately 5, two day, one night
options allowing personalization:
–  Hotels / Resorts
–  Restaurants
–  Day trips / Events / Museums

•  Target cost of $500 / person
–  Ability to defray or upgrade through use of Membership Reward
points

Experience Examples
•  The Classic Route

–  A journey through a
countryside of literary
classics, experiencing the
most important towns and
cities of classic culture
–  Pass through Erfurt,
Weimar, Jena, Gotha –
through the “green heart
of Germany”
–  Goethe, Schiller, Wagner,
Strauss, Ekhof Festival
–  Charming Hotels, Fine
Dining in the classic
tradition ▫


Custom/Optimization
Outputs:
•  Customer discovery
–  Customization of travel options /
preferences
–  Maserati vehicle attributes / benefits

•  Maserati discovery
–  Travel / Vehicle preferences
–  Identify Program “bookings”
–  Individual Customer selling strategy

Online Optimization
•  Optimization of Experience
– Look feel and reality of a customized
itinerary within controlled choices

•  Optimization of 1:1 Sales Strategy
– Development of strategy based upon
customer discovery and trade off of
features, benefits and costs


Online Optimization
•  Experience Optimization Product
–  A customer customized itinerary
–  A customer file of preferences for fulfillment

•  Optimized Sales Strategy
–  Geo-demographic, timing and sales script
–  Transmitted to preferred dealership and
sales associate.
–  Enabling immediate customer engagement
and relevance.

Optimization Process
•  Online Presentation:
– Selling attributes of vehicle / brand
• Features / Benefits / Heritage / F&I

– Experience attributes
• Location / Events / Food / Wine / Routes

•  Identification:
– Individually optimized selling strategy
– Customized Maserati experience

The Campaign
•  To Clients / Prospects
–  Advertising
–  Direct Mail
–  Online Marketing
–  Maserati / Am Ex Co-Marketing
–  Factory / Dealer Co-Marketing

•  To Dealers
–  Program Launch


Website


Publication Print Ad


Brochures

Dealer Brochure

Consumer Brochure


Display Poster

Dealer Poster

AmEx Travel Agent Poster


CD Packaging

Inside Spread

Cover

Direct Mail Postcard

Postcard


Viral Marketing


Prospect Messaging
•  Advertising / email to matched prospect
– 
– 

Travel & Leisure, Food & Wine, T&L Golf, Departures
Personalized e-mail with link to Web site

– 
– 
– 
– 

Personalized Thank You
Links back to Experience and Maserati.com
Links to “Refer to a Friend” e-mail template
AE / Dealer receive e-mail of fax notification

– 
– 
– 

E-mail verification of booking / Itinerary / Passport info / Travel tips
Email introduction to local dealer
Up to 2 additional sequential messages prior to travel

•  E-mail within 24 hours of registration
•  Registered prospects receive
•  Post trip follow up includes
– 
– 
– 
– 

Email survey of experience satisfaction / intention
Dealer email offer of coffee table “memento” book
Notification of US availability of vehicle and test drive offer
Or notification of dealer delivery date (conventional, “self directed” buyer)


Enhanced Leads
•  Combines traditional demographics and
timing with individual, customer
optimized selling strategy
–  An individual selling strategy distributed to
sales associates
•  Not only Who’s Hot
•  What’s Hot and What’s Not in a Sales pitch
•  Test vs. leads currently sourced
– 
– 
– 
– 

Close rate
Sales cycle
Margin
Sales CSI ▫


Dealer Certification
•  Program available only to those:
– With highest CSI
– Who participate in program sales
associate process training

•  Enable program discovery and
registration via individual dealer
Web sites ▫


Program Administration
•  Turnkey Program Headquarters
–  Account Manager
•  Overall program coordination
•  Database management

–  Program Coordinator
•  Maintains day to day process, database coordination and loads, prepares reporting

–  Creative and Media Staff
•  Marketing communications and interactive design, development and placement

–  Amex Corporate Services
•  Database Resource coordination / modeling
•  Database management and systems support

–  Amex Travel Services
•  Travel agent program marketing
•  Concierge travel support
•  Dedicated, Maserati branded Call Center Support

3 Phase Launch
•  Corporate Management
–  Program & Process
–  Maserati European Experiences

•  Certified Dealers and Employees
–  Program & Dealership Process
–  Maserati European Experiences

•  “Undiscovered Maserati Owners”
– 
– 
– 
– 
– 

Targeting matched travelers within Amex database
Driving registration and discovery at Website
Identifying vehicle and travel attribute preferences
Trip registration / delivery / vehicle trial
Stateside follow up and sales


Metrics
•  Measuring:
–  Volume
–  Close rate
–  Conversion rate
–  Sales satisfaction
–  Vehicle satisfaction at delivery, 24 and 36
months
–  Qualitative brand measures ▫


Unresolved Issues
•  Vehicle costs
–  Net of Gruppo Ferrari I Maserati participation
–  Net of potential resale in Europe or US

•  Vehicle logistics
–  Vehicle pool
–  Use of factory or selected dealers for vehicle
prep and service
–  Use of Harms as vehicle deliver/prep
partners


Next Steps
•  Present / Discuss
•  Presentation to Gruppo Ferrari
Maserati
•  Pilot
•  Roll-out


European Experience Delivery Accelerates Maserati Sales

Recomendados

Recomendados

Mais conteúdo relacionado

Semelhante a European Experience Delivery Accelerates Maserati Sales

Semelhante a European Experience Delivery Accelerates Maserati Sales (20)

European Experience Delivery Accelerates Maserati Sales