C/M/161. A New Direct Marketing Strategy for the AA

This report outlines a new direct marketing strategy for the AA, to enable the company to capitalise on the broad range of products it sells, and successfully increase the levels of cross-selling between products for both existing and new customers. The report goes on to examine the AA's current database strategy, and identifies methods of enhancing the depth and quality of the information contained on existing customers. The primary focus of the report is to develop a direct marketing communications program. It identifies the target audience for the cross selling campaign, then selects the key products which will be cross promoted to the segment groups. The most appropriate communication methods are also considered, followed by an analysis of the selected media type. The final section identifies areas of consideration for acquiring new customers.