(This is an actual sales letter that is currently in the process of carrying out its mission. The names contained in the letter have been changed to maintain privacy. This is copyrighted material.)
Dear Mr. Johannsen,
You want consumers to 'love' their Toyota?
Or, at least 'like' them?
That's what it said in the January 11, 2006, Wall Street Journal article about you and Toyota's new marketing goal: "I'd like to make Toyota a brand you not only respect but like or even love. ... That has to be earned."
What makes you question, Mr. Johannsen, that Toyotas aren't already loved by their owners? That Toyota hasn't already earned consumer devotion? Has anyone ever asked the owners, "Do you love your Toyota?" "And, if you do love - or at least 'like' - your Toyota, why?"
Upon reflection, the Toyota owner has made the decision to purchase the best made mass-production automotive vehicle in the world, a vehicle that's proven to be the most reliable with the greatest longevity, a vehicle that communicates to its owner, and the world at large, "quality, style and innovation". Really, what's not to love? So, why not go to the source and ask your customers, along with future prospects, how they really feel about the Toyota line of vehicles? And, might there be an emotional bond there?
Hello, Mr. Johannsen, my name is David Fletcher, Marketing Director of Kosmic Innovations, LLC, and I want to tell you how you can directly ask hundreds of thousands of people nationwide their feelings about Toyota vehicles and get their answers via immediate, continuous automatic feedback.
To be clear... I'm not talking about conducting archaic, biased, time-consuming and expensive surveys. What I am proposing is for Toyota to utilize Kosmic Innovations' revolutionary method of gathering necessary customer research data that is immediate — data vital in planning marketing and advertising strategies. The exclusive Kosmic technology centers on capturing and relaying spontaneous public reaction to a product or service. In Toyota's case, I envision that we take the Toyota vehicles on display in a creative, controlled setting that's festive. We throw a Toyota party!
The current and upcoming Toyota models would be there; especially the newly revamped and stunning Camry, the exciting, economical fun car, Yaris, and the fantastically resourceful, powerful and reliant F7 Cruiser! Toyota's 'latest and greatest' would host a party where the public is invited to participate. Also present would be our kiosks. Right then and there, Mr. Johannsen, shoppers throughout the mega-malls of America would be asked their impressions about Toyota's vehicles.
To encourage these folks to participate, we would reward them with two printed coupons upon the completion of the survey. One coupon would be a discount coupon issued by the shops in those malls and can be redeemable by the surveyors, and the other would be a coupon with their name, address, phone number, and email, to be inserted into the drawing box next to these cars for the final drawing for one of the great Toyotas at the end of the survey. Coupons for a special discount or gift from Toyota would be redeemable at a Toyota dealership nearest that mall.
Utilizing unique proprietary, patented technology, our attractive kiosks, each containing a touch-screen LCD panel, will present to the 'party guests' structured questions that would be crafted to get the participant past Toyota's recognized and acclaimed reliability factor, but also reveal the sensual customer-car relationship that you, Mr. Johannsen, expressed a desire to tap into. What Kosmic Innovations is offering Toyota is akin to being inside a consumer's psyche at the exact moment of an impulse buy. Kosmic-supplied data back to you can be set up to be instantaneously, and continuously, forwarded to Toyota.
In addition, at the end of each day after the closing of the mall, all consumer input answers would be encrypted and sent to our central server where our data base and proprietary software would tabulate these answers, and print out a report with colorful graphics and demographic breakdowns of respondents' responses into age, gender, location and income categories. These reports would be sent to your office for review the next day. Whether it is ten thousand or ten million answers, the report would be on your desk the next day. Now that's revolutionary when it comes to data mining! Wouldn't you agree, Mr. Johannsen?
Imagine, a 35-year-old woman has just seen for the first time a Barcelona Red Yaris S Sedan, and there's no doubt about it, she has fallen in love with the car. Well, Mr. Johannsen, why don't we immediately ask the lady how she feels about the Yaris? Then, when she is done answering questions, she will press the 'submit' button on the touch-screen and by the next morning, you and your marketing research staff at Toyota will know exactly how the woman feels about the Yaris S.
Without question, many of those stopping by the Toyota mall party will be present and past Toyota owners. So, why not ask them how they feel about their cars and trucks? Time and wear can test any relationship, especially when it comes to a vehicle and its owner. Let's discover the emotional bond between a seasoned Toyota customer and their trusted vehicle. Let's ask the questions at the moment the Toyota consumer's emotions have been stirred... before they can cool down and rigidly frame their less-than-candid responses.
Mr. Johannsen, Kosmic Innovations has a concise and comprehensive methodology in not only gathering empirical consumer data, but also has the expertise to make suggestions on strategies used to motivate consumers to participate in providing such data, and a reward system to further ensure their participation. I cannot emphasize enough the 'purity factor' of Kosmic-acquired marketing data. Because there is no human survey go-between that may influence answers given by questioned respondents, the consumer will be forthright in their responses. And, that kind of information I believe, Mr. Johannsen, is what Toyota is seeking.
Our kiosk modules are self-contained, wired or wireless, free-standing units. Their outer shape, configuration and color can be custom designed and modified to blend in and compliment the Toyota mall party display theme.
Technically, how does the Kosmic system work? Logically simplistic, reliable and backed up with 'tough-as-nails' security. How much does Kosmic-acquired marketing data cost the client? Our rates, Mr. Johannsen, are usually 20 percent lower than the most competitively priced telemarketer. Why not take a moment and visit us at www.kosmicinnovations.com and get more background about Kosmic technology and economy?
At your convenience, Mr. Johannsen, President and founder of Kosmic Innovations, Thomas Jackson, would like to visit you and your staff to make a formal presentation as to the capabilities and possibilities of the Kosmic marketing data acquisition system. Mr. Jackson is not only the inventor of the Kosmic system, but also the chief systems and software architect. He is, therefore, the ideal person to respond to questions about the Kosmic operation, data acquisition and data transmission. Mr. Jackson, who is located in Beverly Hills, will soon contact your office to arrange for a sales presentation appointment. However, if you're intrigued by what you've so far read, and anxious to get thorough, in-depth answers now, you may contact Thomas Jackson at 310-680-3333, or e-mail him at tjackson@kosmicinnovations.com.
Kosmic Innovations is offering Toyota the data-mining power of a unique consumer marketing research system. As far as we are aware, no other automobile manufacturer is using similar technology in the acquisition of economical consumer-car marketing data. It's logical that the world's number one automotive innovator would be presented with an opportunity to utilize the capabilities of the number-one new technology concept data acquisition company. Mr. Johannsen, we look forward to hearing from you and Toyota.
Sincerely,
David Fletcher
p.s. As a result of the Toyota-Kosmic consumer data acquisition campaign, don't be surprised to learn that many male owners (and future owners) of Toyota vehicles have a strong emotional attachment to their cars and trucks. The same for the ladies. And, when the Yaris and the F7 Cruiser hit the streets, there's going to be a lot of love at first sight taking place. We came to you first, Mr. Johannsen, because we believe in Toyota and we are owners of Toyota cars. Let us be your foot soldiers and get you the real story from the buying public so you can tell your marketing division and advertising agency what to do. Let us work for you.
