Pitney Bowes 2007 Annual Report Download - page 5

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Strike while the iron is hot—without burning through the marketing budget
SATURN OF CHARLESTON
AS MARKETING DIRECTOR FOR THE
Saturn dealership in Charleston, South
Carolina, Ken French knows that timing
is everything. When Saturn introduces
special promotions, it’s his job to get
prospective buyers into the showroom
to take advantage of these limited-time
offers. The salespeople can take care
of the rest.
French has been extremely successful
using a multichannel marketing stra-
tegy—Saturn of Charleston ranks ninth
among more than 460 Saturn dealer-
ships. But direct mail had always posed
special challenges. Using an outside
vendor, it often took up to 10 days for a
mailing to reach prospects. The lost time
spelled lost opportunity.
Pitney Bowes showed the dealership
how it could reduce turnaround
time and cut costs in half by moving
the direct-mail operation in-house.
The solution includes Pitney Bowes
address-cleansing software, folding and
inserting equipment, and an advanced
digital mailing system. Now, it takes
just one day to produce and send as
many as 4,000 direct-mail pieces. This
makes the salespeople at Saturn of
Charleston very happy.
PITNEY BOWES ANNUAL REPORT 2007 3