Magazine article Marketing

Direct: BSM Changes Strategy for Digital Direct Focus

Magazine article Marketing

Direct: BSM Changes Strategy for Digital Direct Focus

Article excerpt

BSM, the UK's biggest and oldest driving school, is changing the way it targets learner drivers through direct marketing with the introduction of a combined SMS and e-mail campaign.

The RAC-owned company has traditionally relied on direct mail, press advertising and promotional activity to generate business.

It is eager to establish relationships with would-be drivers as they prepare to learn and throughout their tuition. Once people have passed their test, the RAC will step in to offer them its array of products and services.

BSM is using data collec-ted though its educational roadshow Ignition, which has involved a series of events running across the UK at venues including schools, universities and colleges over the past few years.

People who are approaching their 17th birthday will be the first to be targeted with the digital activity.

BSM will offer deals on products and services, including sessions on its driving simulators, which BSM has installed in 80% of its 109 driving centres, and CD-ROMS. …

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