MAZDA TAPS HARTE-HANKS FOR LOYALTY PROGRAM

Multiplatform Effort to Also Identify New Customers

By Published on .

CHICAGO (ADAge.com) -- Mazda North American Operations selected Harte-Hanks, Langhorne, Pa., to develop a loyalty program for vehicle owners.

Harte-Hanks, in conjunction with Huntington Beach, Calif.-based MindArrow Systems, will use Mazda's database to reach customers across multiple channels in an effort to build long-term loyalty.

MindArrow, which also

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works with Ford Motor Co., General Motors Corp. and Toyota, will develop the online portion of the effort, including e-mail communications.

In addition to boosting Mazda's relationship-marketing efforts with current customers, Harte-Hanks will help the automaker identify prospective customers through direct mail, telemarketing and e-mail services.

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