The Pfaff Porsche 'Instant Direct Mail' campaign is a clever marketing attempt to show consumers how close a relationship the auto dealership has with its customers.
Pfaff Porsche toured wealthy neighbourhoods in Toronto (their compatible target market) and parked their white, bright and newly released Porsche 911 on the driveways of these designer homes. The crew then got out and took studio-style photos of these cars, uploaded them onto their computer, did a little graphic-editing to make it the flyer background and then printed it right on the spot. These personally customized auto flyers were delivered straight to their doorstep.
Miraculously, 30% of these targeted luxury homes came in for a test-drive. Pfaff Auto did all the work for their potential consumers -- these families did not have to imagine what it would be like if they owned such a luxury car -- the company gave them a concrete snapshot of this very possible future.
Why This Trend Is Growing
- Instant Personalization
- Brands are tapping into personalized messaging to establish a deeper connection with consumers.
- On-demand Content Creation
- Brands are creating custom content for consumers in real-time, delivering it straight to their doorsteps.
- Location-based Marketing
- Brands are using targeted geographic data to reach affluent consumers where they live and work.
Industries Being Reshaped
- Automotive
- The automotive industry is embracing personalized marketing experiences to attract luxury consumers and drive sales.
- Real Estate
- The real estate industry can use personalized direct mail to showcase properties and attract affluent buyers.
- Printing
- Printing companies can offer on-demand content creation services to brands looking to create personalized marketing campaigns.
