Haygarth launches CRM drive for Kia car

by Joanne Oatts, Brand Republic 02-Aug-06, 07:00

LONDON - Haygarth has created a customer loyalty programme for Kia which communicates with customers at key stages from brand new customers onwards.

A welcome pack with a guide to alternative motorway food stops, a mailing with a first-birthday card for the car, as well as upgrade mailings are included in the programme.

Tom Charles, associate director at Haygarth, said: "Integrating the CRM and customer acquisition activity is an important step in ensuring that Kia has seamless consumer communication."

Prior to the launch of the CRM programme Haygarth, produced a qualification mailing designed to clean the database and request information on customers' replacement intentions. The mailing achieved a successful 27% response rate.

Kia Motors Corporation was founded in Korea in 1944, making its UK debut in 1991, and has since become one of the fastest growing car manufacturers in the UK and Europe.

Haygarth was appointed to handle its £1m direct marketing account in March this year, and is the car company's first below-the-line agency, with most of its previous promotional activity created by above-the-line agency, Mustoes.

Lawrence Hamilton, Kia Motors general manager of marketing, said: "We are investing heavily in driving sales for the Kia range and the direct marketing will play a key role in this.

"With innovative creative, backed up by robust data planning and brand planning this is a really exciting opportunity to ensure continued growth of the Kia brand."

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