DaimlerChrysler expects to drop several direct mails this month urging consumers to test drive vehicles, as part of a cross-marketing promotion with specialty gift retailer and cataloger Brookstone and Hearst Communications.
The promotion offers consumers a $50 gift certificate for products purchased at Brookstone's 240 stores, its catalog or Web site, after they test drive a Chrysler vehicle.
“It's our major initiative for the fourth quarter, so we're putting a lot behind it in terms of print and direct mail,” said Dan Gliniecki, communications specialist for Chrysler. Gliniecki declined to list the value of the deal.
Hearst is including Chrysler and Brookstone 12-page advertorial inserts in November issues of Marie Claire, House Beautiful, Esquire, Oprah, Smart Money, Harper's Bazaar and Talk. The inserts focus on Chrysler's PT Cruiser and other vehicles, as well as six products manufactured by Brookstone. The six products are featured in Brookstone's in-store displays throughout October, as well as in a “boutique” on its Web site, Brookstone.com.
Brookstone, Nashua, NH, is including business reply cards touting the offer in drops of its Brookstone and Hard-to-Find catalogs this fall. The circulation for the two catalogs is about 8 million for the fall through holiday period.
Chrysler's owners' magazine, Chrysler, will include business reply cards with the $50 gift certificate offer in its October mailing, a drop of 1.3 million.
About 50,000 owners not on the magazine list will receive the same offer in a separate direct mail drop. Using its inhouse database, the automaker is targeting prospects who have shown interest in purchasing a new vehicle in the past six months.
Chrysler also will send direct mail offers to 350,000 consumers who plan to purchase a vehicle in the next few months. The list is from R.L. Polk & Co, Southfield, MI, an aggregator of automotive data.
“We did not want to go out there … and talk to everybody that has a mailbox,” Gliniecki said. “We attempted to target this campaign to households and individuals who are in the market for a new vehicle and well suited to become Chrysler owners.”
A separate offer of a $50 gift certificate for lunch after taking a test drive will be mailed to National Association of Realtors members on Oct. 10. Chrysler is the official vehicle of the association. The mailing will be sent to 782,000 members.
“Agents can go out to lunch, take clients or friends out, and we'll pick up the first $50 of the lunch tab,” Gliniecki said.
Chrysler and Brookstone's online sweepstakes, offering a grand prize of a Chrysler Sebring Convertible and $1,300 worth of Brookstone products, is included in all print, direct mail and online creative for the joint promotion. Consumers can enter to win at Brookstone.com.
“The sweeps is more of a fun element for the promotion. The key element of the promotion for Brookstone is driving customers to the six items,” said Gustavo Pena, director of marketing communications at Brookstone.
“We will direct our site visitors to register to win, but it's not a focus of the campaign,” Gliniecki said.