Our German headquarters had established a global direct marketing program for Sachs, one of our most dominant brands for shock absorbers. It was basically a membership program that service workshops could join for a fee to receive premium sales, technical and marketing support from our company.
It was part of a global branding strategy to strengthen our company and its brands directly with the automotive service workshops rather than by relying solely on retail and wholesale customers. This ensured that business discussions with customers were not solely centred around prices but also was reliant on brand equity.
Direct Marketing Program
We took the idea from our German headquarters and had long brainstorming discussions and planning sessions with our agencies and customers to ensure that we implement the program successfully. The program “Original Sachs Service” was launched with much fanfare with German colleagues in attendance in Singapore, Malaysia, Thailand, Indonesia, Hong Kong, Taiwan and to a smaller extent in Australia. After two years, we had qualified and recruited more than 300 workshops into the program.
raavenan.com 