Don Peppers of the Pepper&Rogers Group (and 1 to 1 Marketing fame) has a brief eye-opening article about Jaguar in a recent newsletter. They added a request for information to the advertising they would have normally run and to tell the truth, they didn’t expect much. But they’ve been stunned by the response. Click to the whole story to see how honing your most basic marketing skill–listening to the customer–can lead to satisfying response.

Link: Inside 1to1 Web view – 01/17/05.

Upon opening Business 2.0 and a slate of similar titles last September, readers were greeted by a huge spread announcing the arrival of Jaguar’s new XJ8L. Dubbed "Temptations," the ads viewed each of the seven deadly sins through the lens of Jaguar luxury ("Wrath: the fury of a supercharged engine"). It proved one of the automaker’s most successful campaigns to date, spurring a flurry of sales and doubling Web traffic.

The print ads were accompanied by a tear-out card asking interested consumers to share information about themselves — everything from the basics (name, address, phone number, e-mail address) to the more involved (timing of next car purchase, factors that will weigh heavily in that purchase). Jaguar’s CRM team is quick to admit that this wasn’t the most novel data-gathering technique.