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Honda launches aftersales promotional initiative

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.

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