Online & Digital
Composing your life
Issue 17 | December 2010
Background
A regularly updated database is the key to a successful loyalty program but trying to get people to surrender information about themselves is increasingly difficult. They don’t want to fill in questionnaires and they don’t want to give out their email addresses. But that’s what Audi wanted. Information, freely given.
The task was to try to show that the data people provided would be used for more than simply trying to sell them more stuff.
To boost the action’s effectiveness it was decided to be sent on a key day for CRM: the client’s birthday, turning it into the brand’s birthday greetings message.
This article is for Directory subscribers only
Login
Submit Your Work
Send us your work for the next issue of Directory using our submissions form
Related Articles
People Also Read
- From the pulpit
Issue 42, March 2017 - The GOOD Paper Project
Issue 50, March 2019 - Everything has an origin
Issue 61, December 2021