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Article: General Motors plays its cards right; Car sales ramp up after targeting credit customers.(Brief Article)
- Article from:
- Automotive News
- Article date:
- June 10, 2002
- Author:
CopyrightCOPYRIGHT 2002 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Database marketing was in the cards for General Motors.
The automaker has begun marketing new vehicles more aggressively to its database of credit card customers.
In February, GM sent out direct-mail pieces based on survey information provided by the more than 1 million cardholders who registered at gmcard.com.
In the surveys, cardholders had revealed the types of vehicles they own, what they plan to buy next and when.
The marketing piece went to cardholders who had indicated they may be shopping for a new vehicle.
The automaker began to market new vehicles more aggressively to its database of credit card customers when Jack ...