Land Rover combines DB and relationship marketing to convert, keep prospects
ONE BENEFIT of being a customer of U.K.-based four-wheel-drive vehicle maker Land Rover is the opportunity for a unique day out. At the company’s specially built testing ground in the Midlands of England, customers can put a variety of models through their paces off-road.
One of the location’s more challenging features is an almost vertical incline, from the crest of which it’s possible to take in a vista of the whole manufacturing plant. Making it to the top tends to give one a sense of elation. At this stage, one of the hosts for the day usually points toward the factory and says that if any of its workers accidentally fell into a bacon slicer, the words Land Rover would be found on every slice.
This claim comes as no surprise to Jon Voelkel, planning director at Craik Jones Watson Mitchell Voelkel Ltd.
