Sealing the Deal
Converting prospects into buyers through the mail isn’t always easy, especially for marketers of luxury items. Conveying first-class brand craftsmanship and quality sometimes needs a little more than just the printed word to seal the deal. Luxury vehicle manufacturer Porsche Cars North America experimented with a complimentary DVD to lure prospects in its most recent response-based mailing for its revamped Cayenne model (Archive code #361-684667-0706).
“When these prospects respond and request more information about the Porsche Cayenne, the information they receive must match or exceed their sense of what Porsche represents,” says Josh Cherfoli, online and relationship marketing manager at Porsche Cars North America. “It must further the legacy of Porsche and reinforce the Porsche standard of excellence and quality at the very outset.”
To say this prospect mailing is high-end is an understatement, even for a luxury car company. The Porsche Cayenne package, entitled “The Rewards of Winning,” includes a letter from the vice president of marketing and a full-color brochure detailing the new Cayenne and all the Porsche models from previous decades that inspired it. “Connecting the Cayenne to that historic race-winning lineage of the most finely engineered automobiles in the world—it is a natural way for Porsche to approach Porsche Cayenne communications,” says Cherfoli. “The Cayenne isn’t just another SUV, it’s a Porsche.”
The jewel-case enclosed DVD features the film “The Rewards of Winning,” which mirrors the brochure in that it, too, looks at the new Cayenne and its racing heritage. “Driving a Porsche is a visceral, physical experience. Nothing can compare,” relays Cherfoli. “The DVD can deliver some of the sites, sounds and emotions of the Porsche experience better than a printed piece alone.” It also includes an audiovisual tour of the Cayenne models; a gallery of images and specs of classic Porsche race cars; video, audio and wallpaper downloads for the prospect’s computer; and links to more information as well as an opportunity to design and build one’s own dream Cayenne.