Virtually all Mercedes-Benz dealerships in the United States in 2013 subscribed to TouchPoint, a marketing portal through which they could order direct mail and email pieces to promote their sales, service, and wholesale parts businesses. I not only wrote the copy for the direct mail and email pieces the dealers could order, I wrote the script for the introductory video that described the program and its functionality to the dealers at the 2013 National Parts and Service Managers Meeting in New Orleans:
Also at that conference, the dealers were given tablet computers preloaded with an application allowing them to learn about and enroll in the various campaigns. I wrote the copy for the mobile app, which you can see below:
A great example of one of the email campaigns was Mercedes’s first mobile adaptive email, which encouraged recent buyers of the new Mercedes CLA to head back into the dealership whenever they needed service or accessories. The art director and I realized that the target audience was more likely to consume content on their mobile devices than in any other way, so together we developed the following email template and copy:
