AAA needed assistance.
They were bleeding membership, and unable to convince existing members to try the new services (such as credit cards) they were rolling out. They could not understand this. On the advice of various marketing gurus they'd hired, they had upgraded their marketing and graphics. Not only had the changes not produced the desired growth, they were losing traction and did not know why.
I convinced them that their problem was that they had buried their greatest asset – the AAA story. They had forgotten that they had risen to prominence on the growth of the American highway system, and were known as an integral (and comforting) part of what made the romance of the road possible. I explained that this was not only the story their existing members needed to be reminded of, but that new members would be attracted to it even if they were too young to recall AAA's heyday. Romance, after all, is romance.
The campaign shown here (click to enlarge) was the beginning of a change in direction for AAA. Not only was it a huge success (this mailer was reprinted for at least a decade), but AAA was moved to go 'back to basics' in all its marketing materials.
They were bleeding membership, and unable to convince existing members to try the new services (such as credit cards) they were rolling out. They could not understand this. On the advice of various marketing gurus they'd hired, they had upgraded their marketing and graphics. Not only had the changes not produced the desired growth, they were losing traction and did not know why.
I convinced them that their problem was that they had buried their greatest asset – the AAA story. They had forgotten that they had risen to prominence on the growth of the American highway system, and were known as an integral (and comforting) part of what made the romance of the road possible. I explained that this was not only the story their existing members needed to be reminded of, but that new members would be attracted to it even if they were too young to recall AAA's heyday. Romance, after all, is romance.
The campaign shown here (click to enlarge) was the beginning of a change in direction for AAA. Not only was it a huge success (this mailer was reprinted for at least a decade), but AAA was moved to go 'back to basics' in all its marketing materials.
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