The R.O.I. Group
Return On Imagination.
Auto Club of SoCal A Demand Generation Story. Product Membership Recruitment Problem Southern California is a transient market. People constantly move in to and out of the area. As a result, the Auto Club has membership churn that needs to be stabilized through regular new member acquisition efforts. Strategic Insight The Auto Club is best known for its emergency roadside services and is considered a must-have for most Southern California drivers. Being an Auto Club member provides peace-of-mind and trusted 24-hour roadside assistance. Strategy This “Gift Membership” campaign focused on special occasions – Mother’s day, Father’s day, Graduation day and others. Key message – Show how much you care and give a gift that keeps on giving. Tactics Spot market print, radio and P.O.S. materials in district offices. Target Audience Licensed adult drivers in Southern California. Budget $500 thousand Results • Stabilized member churn and increased membership 5%. • Cross-selling opportunities also increased with an improvement of travel services up 12% and insurance underwriting up 8%. About This Ad This ad was part of a gift membership campaign that generated demand – stabilizing membership churn and increasing membership by 5%. To view more campaign samples, click “Gallery” at bottom, left. |
