Saab targets dealers with mailer on genuine parts

LONDON – Upmarket car brand Saab is using a targeted mail campaign to independent garages, which service and repair its cars but are not franchised dealers, to encourage them to buy genuine Saab parts.

A mail pack, devised by Leicester-based full-service marketing agency CWA, was sent out to 158 garages on the Saab database, to encourage them to buy their parts from direct sales division, Saab Parts Direct, rather than from alternative suppliers.

The pack contained a card with the headline "everyone's a winner!", running across it, with a loaded dice attached to with a sticker on the dice carrying the word "win".

When thrown, the dice always lands on the word win, to illustrate the message that buying direct from Saab was a good deal.

The mailing offers discounts on certain Saab parts, particularly those that independents are not buying from the company, during November and December.

It also offers rebates through money-off vouchers redeemable after a certain amount of purchases.

If the campaign proves successful, Saab intend to roll out regular monthly promotions on different parts with discounts and a rebate vouchers scheme.

CWA has worked for Saab Great Britain for over 20 years. The agency works closely with Saab in helping to develop the strategy, design and implementation of all after-sales marketing activity at both a national and dealer level.

Saab Parts Direct is a trademark and brand owned by Saab, specifically designed for the marketing of Saab Genuine Parts to non-franchised Saab garages.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.