Hyundai CRM Strategy
Simply put, Hyundai owners didn’t care enough about Hyundai. Brand loyalty? Pfft. Over the years, the brand had become all about acquiring new drivers and forgot how important it was to keep them driving a Hyundai.
The SituationFor the Hyundai driver, their vehicle is a well-built, economical and comfortable ride. But the road to a successful car brand in Canada is about much more than just getting drivers from A to B. It’s about establishing a meaningful connection that makes them savour every stop along the way. If you do that, it’s far more likely that the last stop on their journey will be back at the dealership to purchase a new Hyundai.
The BreakthroughThe next best Hyundai customer is currently driving a Hyundai. This simple notion paved the road for everything we were going to do for this exciting new client. We quickly realized that to date, the brand had no consistent or strategically cadenced messaging for retaining their existing customers. And even if you wanted to, the CRM database was a minefield of out of date information, duplicates and incorrect data. Don’t even get us started on CASL. The first thing we did was create an email communications strategy from scratch. A holistic approach that could easily be adopted by corporate headquarters, dealers and retail teams – A consistent and streamlined look and feel that met the needs of a wide array of stakeholders. This ensured that every piece of communication a Hyundai driver received, no matter who it was from, looked, read and felt like Hyundai. Our look and feel featured a sleeker, more image-focused approach that positioned the Hyundai vehicle as hero across everything we did. For Hyundai’s premium brands, we created a sharp contrast with a darker and more aggressive direction. We extended this approach to Direct Mail communications, too. For both demos of drivers, this created a far more memorable and credible Hyundai experience. FUSE also did some data analysis work to help Hyundai better identify their data integrity issues and provided a strategy for a marketing database that would help them deliver on key business intelligence goals. With that business out of the way, we launched The Hyundai Blog, which acted as the hub where existing and prospective drivers could get info about upcoming events, tech innovations and engage with the brand on a more personal level. To keep the blog fresh and easy to manage, we built it on a CMS that allowed us to update content in real time across multiple communications streams and areas on a national and local level.
The PayoffAfter one year and eighteen email campaigns, we’ve created over 2.26 million customer impressions. We’ve surpassed our initial open rate target of 25%, achieving an average open rate of 44%. That’s almost half of all emails opened, up 76%. Our average click through rate is also up 366%, from 4.5% in 2013, to 21% in 2014. Across all channels, Hyundai now has a clear, consistent and meaningful way for connecting with their most likely prospects. This new direction is looking wide open, sunny and exhilarating. As they say, it’s time to put the pedal to the metal...
Friends of Fuse
Sign up for our latest news, updates, and cat GIFs. You won’t regret it. You'll be able to unsubscribe at any time by clicking on the unsubscribe link at the bottom of our emails.
FUSE Marketing Group • 379 Adelaide St. West, 4th floor • Toronto, ON M5V 1S5 • 416-368-FUSE (3873)