Buick is emerging as an industry leader in loyalty marketing. That effort aims to keep customers faithful by offering them incentives and benefits and catering to their preferences.
Buyers who take part in Buick's customer loyalty program get a wide range of communications from the company.
An e-mail newsletter Buick publishes four times a year provides special offers to more than 1 million program members. Buick also delivers a glossy magazine called Style Preview twice a year.
Buick owners have access to a customized owner center on the company's Web site, where they can get specific information about their vehicles. Buick also sponsors owner clinics for members of the loyalty program.
The program enables Buick to delve into the minds of its customers and adjust its marketing plan accordingly. Recent research shows that Buick owners tend to pursue a sophisticated lifestyle that includes golf, travel and fine dining, says Brian Bowden, the company's new marketing director.
So Buick invited more than 500 of its owners and dealers to La Jolla, Calif., this year, to share a VIP experience at the Buick Invitational professional golf tournament.
"We treated our Buick owners with everything from complimentary tickets to grandstand seating on the 18th green," Bowden says.
Bowden, 47, previously helped launch an effort to help sell GM vehicles to small-business owners and fleet managers.
Bowden says of GM customers: "We treat them in a manner that shows them just how important they are to us as a company."
You may e-mail Tricia Despres at [email protected]