Monthly payments—Variable content compares the customer’s current car payment to estimated payments for new purchases of the same model and alternative vehicle recommendations.
Manufacturer improvements and upgrades—Variable content shows key upgrades in the newest model of the customer’s vehicle versus the model the customer currently drives. Algorithms that predict the customer’s priorities select the upgrades featured.
Cost of maintenance—Variable content contrasts projected maintenance costs for the owner’s current vehicle versus a similar, new model over the next 24 months.
Zientarski notes that marketing of new cars traditionally has appealed to consumers’ emotions, while this campaign is extremely factual. As a complement to these statements, customers may receive specific offers that showcase current dealer incentives, sale prices on models within their consideration set or promotions in which the dealer offers to purchase the customer’s current vehicle. The latter have proven most effective during testing.
Looking ahead, Zientarski expresses great excitement about the future of this campaign. He acknowledges it would be impossible without digital print capabilities. “I’m very enthusiastic about the fact that the technology has now caught up with the marketer’s ability to think and execute,” he concludes.
Amy Syracuse is a London-based freelance writer.