Birthday Cards

As part of Proton Cars’ ongoing customer relationship-building programme they are sending out annual vehicle birthday cards to current Proton owners.

The cards, which are designed to get people into dealer showrooms, are being sent to Proton customers across the UK once a year for the first five years of ownership. Each year the customer, on the car’s ‘birthday’, will receive a different offer, ranging from a free 10-point check, to money off their next purchase, and Proton will get the chance to update their customer database.

Proton customers are notoriously loyal to the brand and continue to purchase further Protons when their current model is due for replacement. The ideology behind the birthday cards, which Proton have been sending out for over two years, is to offer customers a positive, creative and enticing card that illustrates Proton’s commitment to their owners.

Simon Park, General Manager of Sales and Marketing at Proton said: "Reaction from our customers has shown that the birthday cards are very well received and do encourage customers to visit dealers. We have found them to be a very successful marketing tool and an excellent way of building relationships with our customers." George Beverley, Creative Director at Proton’s marketing agency Marketing Matters, said: "Proton's brand values are vibrantly reflected in this creative piece."

The emphasis of the card is placed on the car itself and each year the card guides the customer through each stage of their relationship with their vehicle. The card offers a friendly and fun approach from Proton. The early years are all about maintaining an interest in the current model and encouraging showroom visits to allow dealers to sell parts and accessories, up to years four and five, where attention is turned to encouraging a new car purchase, with a money off incentive.

Published : 12/08/05 Author : Melanie Carter

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