Product:
Citroën's passenger and transport vehicles.

  Goal:
Fleet sales promotion. The newly gained data was entered in the already existing CRM database (the Marketing Manager® software).

  Target group:
Companies supposed to be interested in this offer. The selection criteria were activity and size of the companies. Geographical distribution was also essential.

  Strategy:
A three steps campaign, the first phase was telemarketing in order to gain new information on market, then classifying the target audience according to its needs. The second phase was a Direct Mail. The consignment contained information on products and gave details on the nearest distributor. The third step: follow-up of the direct mail, done by distributors themselves.

  Result:
200 data/week could be evaluated during the four weeks campaign. The result was transmitted in three groups: “hot inquiries” instant transmission, weekly reports and the list that supported the follow-up activity of the distributors.

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