EMOTIONS AND BENEFITS FOR FANS
At , club members can access news from the world of SEAT and download screensavers and background images of vehicle models and product catalogs free of charge. There is also a regular online magazine, each page filled with interactive multimedia content. The exclusive service offers are very well received by users, relates Bruecher Bravo: “Our vouchers for extended tire guarantees and discounts for accessories are extremely popular. But most popular of all are our competitions, where we give away tickets for SEAT events or for UEFA Europa League games or other high-profile events – there are always thousands of entries.”
FUN AND GAMES FOR ALL – Whether riding in a racing car or enjoying the Air Race, the Kitesurf Trophy or the SEAT Island Party – there is no shortage of action in Club SEAT. The regular customer club competitions offer prizes of VIP tickets for sporting and other events.
With its online club, SEAT is pursuing a clear strategic goal – to raise brand awareness, to communicate the brand image clearly and to boost customer loyalty. With VIP tickets for sporting and other events, Club SEAT appeals to car enthusiasts, regardless of whether they already drive a SEAT, and treats them to a unique brand experience. Club member Otmar Skela was present at the unveiling of the new SEAT Exeo in Valencia. “The trip was fantastic – the city, the Spanish flair, all wonderful impressions. But the highlight for me was the show in the evening where the new Exeo was presented.” The 35-year-old systems operator from Herborn (Hesse, Germany) drives an Altea – his second SEAT to date – and has an avid interest in the brand, regularly reading up on new developments on the club website. In Valencia, he got to take the Exeo on a test drive lasting several hours. “I was one of the first people to drive this model – for me, that alone made the trip worthwhile.”
Even though Michaela Oberkoxholt did not get the chance to get behind the wheel of a SEAT racing car at the Hockenheimring, she still enjoyed her day to the full. “It was great – I was really well looked after, and there was gripping racing action plus live music in the evening. I’m going to visit the Club SEAT website more often from now on – perhaps I’ll win another trip like that.” The experience has left Michaela Oberkoxholt in no doubt: “SEAT – that’s my brand.” Her next car will either be an Exeo or an Ibiza.
The fruits of successful customer relationship management: loyal brand fans all over the world
CUSTOMER CLUBS ARE A STATE-OF-THE-ART MARKETING INSTRUMENT
In addition to Club SEAT, the Volkswagen Group has two other thriving customer clubs: the Volkswagen Club and the Audi A plus program. Both are organized by the Group subsidiary Kunden Club GmbH and are highly effective marketing instruments for dealers. The Volkswagen Club has almost 650,000 members, Audi A plus 405,000. Apart from high-quality magazines, the clubs offer a wide range of events and exclusive product experiences. “Membership clearly helps to forge a bond between customers and the brand,” says Oliver Winkes, Managing Director of Kunden Club GmbH. “Members are more loyal towards their dealers than non-members are. They have their vehicles serviced more regularly and spend on average 3.5 percent more when buying a new vehicle. As well as this, the repeat buying rate is ten percent higher among members.” Besides Group initiatives, there are also a great many clubs that are founded by fans of the brands in question. These range from the local Volkswagen Beetle club “Brezelfenstervereinigung” in Niedersayn (Rhineland-Palatinate, Germany) to the international Bentley Drivers Club in London, one of the oldest brand clubs in the world, steeped in a tradition that dates back to 1936.
UP CLOSE AND INNOVATIVE – Where else could you witness the presentation of the SEAT Exeo at first hand, take it for a lengthy test drive and then party with other Club SEAT members?