Honda has launched an aftersales direct marketing campaign aimed at boosting its dealers' aftersales' business.
The aim of the 'Staying in touch' campaign is to market the aftersales proposition as a means of reinforcing customer relationships and increasing maintenance work.
Neil Berry, director of the The Russell Organisation which created the programme for Honda, said: “Rather than being a grudge purchase, we are promoting aftersales in a positive and proactive manner. To help dealers stay in touch with existing customers and get in touch with Honda owners, we have created a raft of communications offering peace of mind.”
Launched to service, parts and database managers at a series of regional roadshows, the initiative revolves around a series of direct mail shots, of MoT and service reminders, seasonal service checks and one-off product offers, all of which are customised for each franchise. The campaign is supported by incentive schemes and a mystery shop programme to evaluate quality of delivery.