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BMW is kicking the tires on a direct response campaign targeting luxury auto enthusiasts, turning to an often undervalued marketing platform as a means to entice Mercedes, Volvo and Audi drivers to come in for a test drive.
In a bid to draw likely buyers to their local BMW dealership, last week the New Orleans-based DRM firm Dukky began sending out some 25,000 mailers to premium vehicle owners in the Tri-State (New York-New Jersey-Connecticut) area.
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