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      12-06-2018, 10:29 AM   #1
kent11202
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Smart marketing move by Audi

Got an email yesterday and have to say I'm impressed. Air where we live was absolutely horrible for several days - likely exacerbated by our particular altitude.

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We at Audi [location] recognize that due to the heavy smoke caused by the wildfires in our area, most vehicles will need replacement of air filters and cabin filters. We want to help our affected customers by offering a Complimentary Engine Air Filter and Cabin Air Filter, along with a 25 Point Multi-Point Inspection.

**In order to claim this complimentary service, you must schedule an appointment. See below for details.
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      12-06-2018, 11:01 AM   #2
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Nice touch actually.

I'm also in the Bay Area and got a similar marketing email from BMW San Francisco...offering me 20% off new filters. All the email said was "Breathe easy - save 20% on BMW Microfilters:

IMO it rubbed me the wrong way and felt like they were trying to take advantage of the situation. Audi's sounds much more sincere and like they're actually trying to help.
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      12-06-2018, 11:36 AM   #3
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Quote:
Originally Posted by Chris_DM View Post
Nice touch actually.

I'm also in the Bay Area and got a similar marketing email from BMW San Francisco...offering me 20% off new filters. All the email said was "Breathe easy - save 20% on BMW Microfilters:

IMO it rubbed me the wrong way and felt like they were trying to take advantage of the situation. Audi's sounds much more sincere and like they're actually trying to help.
That offer would have rubbed me the wrong way as well and for the same reason. Audi is playing it VERY smart by offering the fix at NO cost. I'm sure they hope it leads to additional service requests (or sales) at some point down the road and won't push anything - relying instead on customers having a warm fuzzy "family" feeling they won't soon forget and that will lead to future business.
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      12-06-2018, 01:45 PM   #4
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Quote:
Originally Posted by kent11202 View Post
That offer would have rubbed me the wrong way as well and for the same reason. Audi is playing it VERY smart by offering the fix at NO cost. I'm sure they hope it leads to additional service requests (or sales) at some point down the road and won't push anything - relying instead on customers having a warm fuzzy "family" feeling they won't soon forget and that will lead to future business.
Over analyze much?
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      12-06-2018, 02:16 PM   #5
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Quote:
Originally Posted by Chris_DM View Post
Nice touch actually.

I'm also in the Bay Area and got a similar marketing email from BMW San Francisco...offering me 20% off new filters. All the email said was "Breathe easy - save 20% on BMW Microfilters:

IMO it rubbed me the wrong way and felt like they were trying to take advantage of the situation. Audi's sounds much more sincere and like they're actually trying to help.
Don't forget the diesel scandal......they are really concerned about the quality air you breathe.....right.
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      12-06-2018, 02:23 PM   #6
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Over analyze much?
Just a lifetime of experience dealing with humanoids on a personal level and it taught me they're actually pretty predictable overall.
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      12-06-2018, 02:27 PM   #7
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Don't forget the diesel scandal......they are really concerned about the quality air you breathe.....right.
Haven't forgotten. This offer likely falls into the "journey of a thousand miles begins with a single step" process. They have to do something(s) in an effort to restore their image - just a thought.
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      12-06-2018, 02:30 PM   #8
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Complimentary Air Filters....


So we can ensure we diagnose 47 other things wrong with your car and pressure you into having us fix it.
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      12-06-2018, 02:44 PM   #9
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Originally Posted by kent11202 View Post
... along with a 25 Point Multi-Point Inspection.

Take it from someone who works in advertising, this is totally to get you in the service door so they can find 25 other things "wrong" with your car. You will be hard sold to fix shit you didn't know were issues.
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      12-07-2018, 06:35 PM   #10
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Someone in service sales deserves kudos for thinking this up.
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      12-08-2018, 08:05 AM   #11
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Quote:
Originally Posted by kent11202 View Post
Haven't forgotten. This offer likely falls into the "journey of a thousand miles begins with a single step" process. They have to do something(s) in an effort to restore their image - just a thought.
Holding senior executives accountable instead of blaming middle managers would be a much bigger step IMHO.
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      12-08-2018, 08:06 AM   #12
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Quote:
Originally Posted by Chris_DM View Post
Nice touch actually.

I'm also in the Bay Area and got a similar marketing email from BMW San Francisco...offering me 20% off new filters. All the email said was "Breathe easy - save 20% on BMW Microfilters:

IMO it rubbed me the wrong way and felt like they were trying to take advantage of the situation. Audi's sounds much more sincere and like they're actually trying to help.
20% off is ridiculous.

BMW dealers are losing out on the customer service to the competition
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      12-08-2018, 02:56 PM   #13
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Quote:
Originally Posted by TomHudson View Post
Quote:
Originally Posted by Chris_DM View Post
Nice touch actually.

I'm also in the Bay Area and got a similar marketing email from BMW San Francisco...offering me 20% off new filters. All the email said was "Breathe easy - save 20% on BMW Microfilters:

IMO it rubbed me the wrong way and felt like they were trying to take advantage of the situation. Audi's sounds much more sincere and like they're actually trying to help.
20% off is ridiculous.

BMW dealers are losing out on the customer service to the competition
Agreed. Those things cost literally pennies. Yeah, there's also the labor to install them, but this is not an expensive program. Plus I'm betting the full retail value of the "donation" gets claimed as a tax credit
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      12-08-2018, 10:15 PM   #14
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Quote:
Originally Posted by Chris_DM View Post
Nice touch actually.

I'm also in the Bay Area and got a similar marketing email from BMW San Francisco...offering me 20% off new filters. All the email said was "Breathe easy - save 20% on BMW Microfilters:

IMO it rubbed me the wrong way and felt like they were trying to take advantage of the situation. Audi's sounds much more sincere and like they're actually trying to help.
That is so classic BMW Can you say TONE DEAF.
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      12-08-2018, 10:32 PM   #15
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Hey, obviously it's not totally altruistic but if you're no pushover, you get some free filters.

BMW obviously doesn't even care about these little 'nice' acts, I'm still smarting from the fuel injector nonsense. They just don't care about customer retention.
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      12-09-2018, 06:59 AM   #16
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that's very nice of them, I'm very suprised
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      12-09-2018, 01:41 PM   #17
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its nice move though that "25 Point Multi-Point Inspection" can mean they can make some profit by finding something faulty.. but its better stick with the idea of good intentions in this mail..
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      12-09-2018, 09:17 PM   #18
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Good gesture from Audi.
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      12-10-2018, 02:23 PM   #19
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Quote:
Originally Posted by yco View Post
its nice move though that "25 Point Multi-Point Inspection" can mean they can make some profit by finding something faulty.. but its better stick with the idea of good intentions in this mail..
Both are true, that's why this is good PR. BMW should take note.
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