Customer acquisition to Neste Oil K-market Malmi by using direct mailing campaign
Vuohela, Maria (2013)
Vuohela, Maria
HAAGA-HELIA ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013092215456
https://urn.fi/URN:NBN:fi:amk-2013092215456
Tiivistelmä
This thesis was commissioned by the entrepreneur of Neste Oil K-Market Malmi, a company in which the author has been working for almost four years now. The station has a K-Market shop, cafeteria, car wash and gas station, all under the same roof. The entrepreneur was very keen on having new regular customers for the car wash, because of its high profit margins and ongoing increase in yearly sales.
The aim of the thesis was for this particular entrepreneur to acquire new corporate customers through a direct mail campaign. This campaign was targeted to companies who have a Neste Oil loyal customer card and are from the nearby area, i.e. Malmi. An advertisement was sent to get new corporate customers to use the car washing services provided by Neste Oil K-market Malmi.
This thesis was produced using the procedural research method during the spring of 2013. The theoretical part of this thesis consists of describing customer acquisition strategy, direct marketing and direct mail. These concepts all supported the author in her undertaking of a direct mail campaign. This part of the thesis explains how and why this specific targeting of companies was done. It also describes how an advertisement is made and then sent to the targeted companies via direct mail.
The entrepreneur of Neste Oil K-market Malmi was aiming to get around 45 contacts, and from these to acquire 20 new loyal customers. This is out of the 450 companies to whom the mailing was sent. Direct mail was seen as the best alternative for executing this particular campaign. The chapter describing the results of this thesis shows how many companies negotiated a partnership agreement and what happened in the few months subsequent to these agreements. The conclusion of this work examines more closely the possible reasons why only 23 contacts were actually made. It looks into whether the mailing should have been done by some other direct marking approach, and whether the advertisement itself was appropriate for this kind of a customer acquisition campaign.
The aim of the thesis was for this particular entrepreneur to acquire new corporate customers through a direct mail campaign. This campaign was targeted to companies who have a Neste Oil loyal customer card and are from the nearby area, i.e. Malmi. An advertisement was sent to get new corporate customers to use the car washing services provided by Neste Oil K-market Malmi.
This thesis was produced using the procedural research method during the spring of 2013. The theoretical part of this thesis consists of describing customer acquisition strategy, direct marketing and direct mail. These concepts all supported the author in her undertaking of a direct mail campaign. This part of the thesis explains how and why this specific targeting of companies was done. It also describes how an advertisement is made and then sent to the targeted companies via direct mail.
The entrepreneur of Neste Oil K-market Malmi was aiming to get around 45 contacts, and from these to acquire 20 new loyal customers. This is out of the 450 companies to whom the mailing was sent. Direct mail was seen as the best alternative for executing this particular campaign. The chapter describing the results of this thesis shows how many companies negotiated a partnership agreement and what happened in the few months subsequent to these agreements. The conclusion of this work examines more closely the possible reasons why only 23 contacts were actually made. It looks into whether the mailing should have been done by some other direct marking approach, and whether the advertisement itself was appropriate for this kind of a customer acquisition campaign.