GM set to roll out online auto sales initiative

Article Abstract:

General Motors is set to launch a nationwide online vehicle-selling program, underwhich Web-site visitors and callers to 1-800-GMbuypower can apply for pre-approved credit, set test-drive appointments and track down specific GM vehicles at nearby dealerships 24 hours a day. The service, called GM Buy Power, also allows consumers to conduct auto research purchases online at www.gmbuypower.com. The automaker has been testing the initiative in California, Washington, Oregon and Idaho since fall 1997 and reports that its Web site has garnered over 670,000 unique visits during the 10-month trial. GM has set the national launch on the first quarter of 1999.

Motor Vehicles & Parts, Transportation Equipment Manufacturing, New Electronic Marketing, Campaign Launched, General Motors Corp.

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PointCast to try CD-ROM campaign; conversion rates justify initial cost

Article Abstract:

PointCast of Sunnyvale, CA, chose CD-ROM units for its new direct mail customer-prospecting campaign scheduled for October 1998 because of the high conversion rates that result from using these. However, PointCast director of viewer marketing Ann Shepherd indicated that time-crunching business consumers who seek easy ways of securing updated data on a daily basis will form the core market of the campaign rather than Internet surfers. The only drawback is the fact that CD-ROMs are five times more expensive to manufacture then mail than lead-generation packages with business reply cards.

On-Line Information Services, Database Vendors, Company Planning/Goals, Marketing/Advertising Methods, Geographic, Demographics, Consumer Attitudes, Database industry, PointCast Inc.

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