Wednesday, November 3, 2010

Email Oops

It's Monday night, 8pm November 1st and I get home from a meeting and check my email.

There is an invitation from the local Volkswagen Dealer.

I don't own a VW, but I trust their service department for my 15 year old Mercedes, about 1 or 2 thousand $ a year.

There are several things that they could have done better.

First let's look at the email:

You are invited to Vorderman Volkswagen's 2011 Jetta Unveiling Gala! Saturday, Nov. 6th from 6-8pm. Must RSVP by Nov. 3 either online or in person. RSVP today!
Vorderman Volkswagen Go to
Scott Howard,
You are invited to our Jetta Unveiling Gala!
You are invited to Vorderman Volkswagen's 2011 Jetta Unveiling Gala! Saturday, Nov. 6th from 6-8pm. Must RSVP by Nov. 1 either online or in person. RSVP today!
RSVP Today!This email was sent by:Vorderman Volkswagen
5811 Cross Creek Blvd. Fort Wayne, IN,46818,USA

Now let's look at the TV commercial that VW has been airing the past few weeks...

Notice the big disconnect?

VW has been pushing the 2011 Jetta for only $15,995.

That is what I have been conditioned to seeing.

So why does the email talk about a 2.9% APR with no mention of the $15,995 price point?

I don't know, but this is a classic example of the left hand not knowing what the right hand is doing.

But let's dig a little deeper.

One email that I was not expecting is not going to get my attention if I was the typical consumer. (I almost just deleted this, but decided to turn this into a marketing lesson).

Since I was not expecting this email, they should have sent more than one email over a period of a couple of weeks, leading up to the event.

But they didn't.

This was the one and only email I was sent.

Let's examine what they want from me.

They are asking me to decide whether or not I want to visit their showroom to see a new car with a 2.9 APR.

And I have to RSVP in the next 36 hours, or never mind.

So far there is no reason for me to attend.

Look at the date and time for this "event".

Saturday night 6p--8pm.

This has to be one of the absolute worst times of the week to ask me to come out for Appetizers & Beverages.

I mean come on now. In the middle of my weekend, at a time when I'm planning on having dinner with my wife, you want me to visit you for this?!?

Okay, there has to be more to this than the email is telling me.

So I click on the RSVP in the email and go to their website and here's what I get:

That was the last straw. The RSVP Link was a link to their regular, standard website contact form.

Absolutely nothing related to the email, the "event", or the 2011 Jetta. Triple Fail.

So, I am planning on visiting the folks at my local VW Dealership and talk to them about this before their event Saturday, and then again next week.

We'll see if they are successful despite themselves or if they want some help and guidance.

I'm glad their service department works better than their marketing department.

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