Creepy or Clever Marketing? Porsche Dealer Puts Your House in Direct Marketing Material
8 August 2012 - Autoblog
Pfaff Auto in Toronto, Canada has taken credit for creating the world's first piece of instant direct mail – a variation on the regular direct mail that goes from the doorstep straight to the waste basket.
The dealership took a white Porsche 911 Carrera S to well-monied Toronto neighborhoods and photographed it in front of various homes. A print production crew in a cargo van nearby then took those photos and, right on the spot, created individual postcards using each photo that invited homeowners to a test drive. It then delivered the postcards to mailboxes, saving potential buyers from having to merely imagine a Porsche in their driveways.
This isn't the kind of marketing play you'd be likely to pull off in America, what with the guns, gates and armed guards, but it worked a treat in Toronto. Traditional direct-mail response is usually in the low single digits, but Pfaff's response rate to the "It's Closer Than You Think" campaign was 32 percent.