Case Study: Kia of Easton achieves $110,874 in service revenue and 294 new customers with Affinitiv direct-mail campaign

Kia of Easton - Customer Case Study

Kia of Easton in Columbus, OH — led by Service Manager David Sturgill — faced low market recognition after an ownership change, heavy competition within a 30-mile radius, and weak service traffic because the store averaged only eight new car sales a month. To raise awareness and drive service business, Kia of Easton turned to Affinitiv for an On Demand Direct Mail solution.

Affinitiv ran a winter direct-mail campaign featuring an oversized postcard with six service offers, targeting 7,200 recipients (1,224 inactive customers and 5,976 conquest prospects) and reinforced by two email sends; the program ran from late December through February at a pre–co-op cost of $6,120. Affinitiv’s campaign generated a 4.9% return, 352 ROs in two months, 294 new service customers during the slow season, and $110,874 in total service revenue.

Kia of Easton

David Sturgill

Service Manager