My New Mitsu...
The Challenge
Mitsubishi’s racing heritage, exciting product line up, and openness to dialogue with its customers has helped create a highly bonded customer relationship. Mitsubishi Motors Canada has actively embraced online social marketing with a whopping 70,000 Facebook fans, a growing following on Twitter and countless fan sites and user generated forums.
Our challenge was quite simply how to best capitalize on this relationship to create a “surprise and delight” opportunity to encourage prospects to become customers, and customers to become advocates.
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Solution Using Hippopost’s white label and mobile B2C application, dealer sales representatives and event staff are encouraged to snap a photo of customers as they pick up their new vehicle, showroom visitors stopping in for a test drive, or consumers attending Autoshows and other Mitsubishi-sponsored events and activities. Each interaction captured automatically triggers a post-event customer interaction, including dynamic email and offline postcards. Customers are encouraged to visit various supporting sites to share a keepsake postcard featuring them & their new Mitsubishi with friends & family, retrieve their photo or post their ride to Facebook. Fully integrated within Mitsubishi’s Dealer Portal, customer postcards feature personalized messages from their dealer sales representatives and vehicle-specific advertisements based on their new vehicle. Friends and family receive similar cards, complete with dealer address and contact information for the dealership closest to them – directly on the printed card! All production is managed though Hippopost’s distributed print network.
Results Garnering immediate support, this program is poised to become one of the dealer channel’s most popular sales enablement tools. Almost every Mitsubishi dealership is now snapping photos of customers and prospects as they pick up, or pick out, a new Mitsubishi Vehicle. The program has been expanded to put it right on the hips of every sales representative carrying a BlackBerry smartphone, and CSR Rep at the 2010 Autoshow circuit. Moreover, almost 20% of engaged participants are sharing their experience with friends and family, creating and sending along postcards of their own, or posting their ride online!
For more information, please contact us at advertise@hippopost.com |
