Avis recognised very early on the benefits of a combination of direct marketing and database management.
They recognised that there are only 20,000 companies in the UK that are big enough to need a car fleet, and that the ticket value of selling in a fleet of cars justified the cost of one to one communications.
In this case we wrote the marketing database for Avis Fleet and managed the direct marketing communications over a seven year period.
Target Markets depended upon the size and type of company but typically fell into one of three categories:-
Looking at The Finance Directors...
This sector found the management of fleet’s time consuming and politically difficult.
The challenge was to ensure them that they would get all the financial information they needed, whilst getting rid of the day to day issues.
Marketing was very successful in delivering leads, but the conversion rates were low in the finance director segment.
We identified that Sales teams were not attending appointments with FD’s. Further investigation showed that they were very well informed as to the product in terms of vehicle features and benefits, but were struggling with the tax implications, at a time when each budget hit car fleets more and more.
We developed two strategies to address this:-
 Meeting with the board of Avis on each budget day.
Having Royal Mail on Standby. and having a document explaining the implications of the budget to every customer and potential customer, on their desks the following morning.
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“TaxDisk” a floppy disk that the sales guys to take to meetings, that turned them into tax experts overnight.
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The result of this activity was that Avis Fleet were able to pick the plum accounts in the UK. This they did very successfully.