Buick, McCann Coordinate New Database

DETROIT-General Motors’ Buick Motor Division is putting the final touches on a proprietary database system used to track marketing and advertising efforts. It will be a pilot program for the automaker’s other divisions, said Karen Ebben, Buick’s marketing services manager.
The system will compile names of consumers who are targeted by and respond to Buick marketing programs. The data will be analyzed and used by its national agency, McCann-Erickson in Troy, Mich., as well as the agencies that handle Buick dealer marketing efforts, Ebben said.
“Before now, we didn’t know if we were going to the same person multiple times in marketing efforts,” she said.
The project comes as the division and its agency continue to heed GM’s mandate for marketing strategies that include new ways of reaching consumers where they live, work and play [Adweek, Aug. 18].
The new database system will increase efficiency of marketing efforts by allowing Buick to “micro manage” consumer information, Ebben said.
In another nontraditional marketing effort, McCann’s promotional division, Momentum IMC, is preparing a national tie-in between the Buick Regal and National Car Rental System, which is set to launch in October, said Roger Adams, Buick Regal brand manager.
Buick will supply National Car Rental with 8,500 Regals, fully loaded with amenities, from October to April. The vehicles will be available for discounted “test drive” rentals.
Momentum will execute marketing campaigns aimed at three different consumer subsets: working women, frequent travelers and members of National’s Emerald Club customer loyalty program, said Beth Oliver, Momentum vice president and group account director.
The campaign will include direct mail, print ads and taglines tied to current Regal commercials. A dedicated TV spot is still under consideration, Adams said.