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Here are my responses:
1) Well sophisticated e-marketing is all about customizing a message to target customers. To take all the demographic data collected, rationalize it then publish one publication does not maximize on the potential. Some simple customization that targets existing 9-5 owners less than one year should focus on product enhancements, catalog items - customization for non- saab owners should focus on new financing offers, important selling points etc. It really isn't rocket science. 10 well writting mini-stories have numerous different permutations for a more customized message to the target reader. The last saab-i newsletter I received was primarily focused on getting rid of 9-5 overstock prior to the 2002 update. Pretty much a waste of time to people who just recently purchased a saab in the last year or so.
-First, thank you for your sharing your sophistication. This is a great theory, but execution of your theory requires extensive resources, i.e. money, people and time. And noone has proven the return on this investment. And no it isn't rocket science, but what is the cost of 10 well "writting" mini-stories and the numerous customized permutations? And how many people and how much time is required for this customization? The lead story in the last Saab-i was focused on saabfinancial.com. How is this "getting rid of 9-5 overstock prior to the 2002 update"? But you are correct that this information may not be valuable to recent Saab purchasers.
2) I guess you never looked at the global site - - there are products available there which are not availabe from Saabusa catalog. Of course I order products from all over the world - - - didn't you hear - - the worlds gone global. ;-)
- I have looked at the global site and it clearly states that the items shown "can only be purchased from authorised Saab dealers." And you missed my point, of course you can order products from all over the world, but do you go out of your way to order products from outside the U.S. instead of using U.S. sources? Maybe you should consider contacting saabcatalog.com and to ask how to order the items you want.
3) Saab i is so pitiful that I don't need to address that anymore in this point. The web site should always have the most current relevant information that provide users with reason to return frequently. It should have functionality specific to saab owners.
-What is the purpose of having users return frequently to the Saab website if you can push information out to them? The objective is to provide the information, not to make users seek it out. But you are right the website should have the most current information and it should have functionality specific to saab owners.
And please - - let's not always defend Saab - - it won't make them better. Now if you work for Saab marketing - - get in touch with me and I will tell you some ways to run your marketing business much better. . . and SaabUSA if you have a marketing database that is worth anything you know how to reach me.
- And let's not always cynically criticise Saab, it won't make them better either. It will only make them discount your opinions.
Dave Kovacs
, Tue, 31 Jul 2001 19:27:38, Tue, 31 Jul 2001 20:00:43, Wed, 1 Aug 2001 16:28:32, Tue, 31 Jul 2001 19:33:54
, Tue, 31 Jul 2001 14:02:52
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