AA Business Services (AABS) is continuing its drive to win customers online with a 12-month end-to-end prospect communication programme through Inbox Digital - a member of Digital Marketing Group plc, the AIM listed digital direct marketing company.

The agency’s brief is to encourage sign up for AABS’ fleet breakdown and recovery services offer – ‘Fleetwide Cover’; and ‘Fleet Advantage’ - a fuel card with additional benefits that takes the hassle out of fleet management for SMEs.

The programme will help AABS identify and target the hottest leads by feeding prospect interaction data gathered from targeted emails, directly into a telemarketing element.

The first stage of the programme kicks off with a series of banner ads, a full page advertorial, text based ads and sponsored emails; plus PPC search on Yahoo and Google - all linking through to landing pages for the Fleetwide and Fleet Advantage sections on the Business Services section of the AA website, www.theaa.com/business. 

From the landing pages prospects can either visit the AA website (www.theaa.com) to purchase the Fleetwide product, fill in their details to request a sales call, or register to receive more information. Prospects who register for more information will receive regular newsletters and tactical emails throughout the rest of the programme.

Digital planning and buying was by Cheeze and telemarketing will be handled by HSM – both also members of Digital Marketing Group plc.

Laith Clark, client services director at Inbox Digital says, ‘By working with our new sister agencies we’ve brought to bear the power of the Digital Marketing Group offer with an end-to-end digital CRM programme that will help AA Business Services understand, communicate and ultimately increase sales with its target audience.”

Adrian Waters, head of SME at AA Business Services, says ‘Following the success of Inbox Digital’s work last year; we’re now upping the ante with a sophisticated e-CRM programme that will help us track, understand and respond to prospect behaviour from beginning to end.“