I opened my mail recently and saw a letter from Maserati to me. Though I may “ball out of control” in terms of miles and points, I certainly don’t get a lot of mail from Maserati or Bentley. After my awesome experience with National, I was pretty pumped to see what they had to say.
Apparently, as a result of renting the car with National I also received an opportunity should I choose to purchase a Maserati. They were willing to throw in some extended maintenance as a welcome gift. This is hilariously coincidental to me (not to be confused with ironic). Both my father, and someone I work with old enough to be my father had the same thought process on owning a premium car like a Maserati or a Range Rover.
“Sure you can afford the payment, but the oil change is $1,000!”
I guess this solves that problem. What say you now, Steve?
Partnership and Good Direct Mail
I think this is interesting for three reasons:
- Maserati is giving an incentive to people who have just had the best test-drive they could ever have. It wasn’t a “loop around the block”, it was “driving it like you own it”. More than that, these people paid for their test drive so you know they are enthusiastic about the brand. This is a great idea for Maserati and I think they will find additional car buyers as a result.
- This letter shows that there is a true partnership between the two brands. It might be why the Maserati has had it’s own email campaign and walk-up sign and why others have not.
- This is a great use of direct mail. It’s relevant to me as the consumer, and it shows that it’s not just a random car upgrade but this car specifically to this person. From years and years in the direct marketing business, I can assure you that this was careful and deliberate from their team and I feel like it reflects them knowing their customer better. I am not just a $100 bill, I tried their “special product”.
As an Executive Elite I would love to see more of these types of specialty cars and dedicated follow-up in the future. Who knows, maybe we will buy one after all, I mean, at least now I can tell my wife that it definitely has room for a car seat in the back.