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DATABASE MARKETING
Sales ramp up after targeting credit customers
DATABASE MARKETING was in the cards for General Motors Corp.
The automaker began to market new vehicles more aggressively to its database of credit-card customers when Jack Bowen, general director of the GM Card, assumed the post in December. GM used information provided by the more than 1 million cardholders who registered at gmcard.com to send out relevant marketing pieces, based on permission-based customer surveys revealing the kinds of vehicles they currently own, and what and when they plan to buy next.
'OVERDRIVE' Using this data, GM sent a direct-mail piece in February to cardholders who indicated they may be shopping for a new car or truck at that time. The mailing, from Interpublic Group of Cos.' Mullen, Wenham, Mass., leveraged GM's "Overdrive" corporate umbrella theme, advertised...