Aspen Marketing Services, a division of Epsilon, announced July 3 that it had expanded its relationship with Jaguar Land Rover, and will now be supporting all global aftersales marketing for the company, says John Vierheller, EVP of automotive at Aspen.
Aspen has already begun its work for Jaguar Land Rover’s global aftersales division, he says. Aftersales means that Aspen will be targeting customers who have already purchased a Jaguar or Land Rover and will market to them by keeping them informed about maintenance on their vehicle, as well as accessories and add-ons that can be purchased, he says. To do this, Aspen will work with 17 of Jaguar Land Rover’s National Sales Companies (NSC’s), which manage 2,305 dealerships and stores in 177 countries.
“How do you take someone who’s purchased a vehicle at a dealership and maintain a relationship with them?” he asks. As such, Aspen will manage both B2C and B2B communications, he says.
“We’re working on everything from internal communications that go from Jaguar Land Rover Central to national sales companies to help them sell accessories and other items, all the way through to providing assets for customer communications,” Vierheller says. These will include multichannel, CRM-based campaigns which will include direct mail, email, and other mediums, he says, adding that depending on the country and the dealership, the direct marketing strategies may differ.
Aspen won the account after a formal RFP process that lasted more than three months, Vierheller says. The outgoing agency is Palmer Hargreaves, he says.
Vierheller says he wasn’t sure how many other agencies were considered for the spot, and he did not specify the financial details of the account.
Jaguar Land Rover could not be immediately reached for comment.