Success story
Porsche: personalized brochures and microsites for every prospect
Porsche addresses prospects individually: with OMN, each vehicle configuration automatically becomes a personalized print brochure and a matching microsite – for several markets and under Porsche’s own control.
At a glance
Industry
Automotive – sports car manufacturer based in Stuttgart
Solution
OMN – PIM, DAM, Channel Management (CM), Workflow Management (WFM)
Output
personalized print brochures, follow-up mailings and encrypted microsites
In use
since 2018 (project start in 2017 following a tender)
Markets
several markets, continuously extended to new model lines and model years
Initial situation
Personal communication without transparency
Before OMN
- Controlled exclusively by an external service provider
- No transparency about processes and content
Shaping the future of the sports car out of enthusiasm and conviction – that is what Porsche stands for. Customer relationships are also a focus. That is why the Stuttgart-based sports car manufacturer decided to address its prospects individually and in a personalized way.
The previous solution was controlled exclusively by an external service provider and lacked transparency, so a new system was needed. In a tender, apollon convinced Porsche with Online Media Net and won the contract.
Project objectives
What Porsche wanted to achieve
01
Automated and scalable
Introduce an automated system that improves the scalability and flexibility of individualized content.
02
Cost-efficient expansion to new markets
Roll out brochures and digital content cost-effectively in additional markets.
03
For prospects
Receive an encrypted microsite with videos, 360° views and sounds on the same day.
04
For Porsche employees
A 40-page follow-up mailing that is personalized and individualized from the very first copy and supports sales.
05
For the Porsche Group
Address customers in real time with customer-specific content – in-house and without loss of time.
The solution
One platform for print and microsite
Porsche uses Online Media Net with the modules PIM, DAM, Channel Management (CM) and Workflow Management (WFM). The result is a holistic solution that creates print brochures and microsites from the same data.
From configuration to brochure
For every vehicle configuration of a prospect, OMN starts a dedicated workflow. A set of rules determines the matching content, images of the configured vehicle are requested and integrated, and the cover and content of the brochure are typeset automatically in Adobe InDesign and output as print data.
A microsite for every brochure
Alongside the print brochure, the system creates a microsite that – like the follow-up mailings – is fully individual and personalized. The brochure arrives by post, followed by an encrypted link to the microsite by email.
New model lines and model years
Since the start in 2018, model lines, model years and markets have been added continuously – from the 718 and 911 to the Cayenne, Macan, Panamera and Taycan.
In figures
40
pages in the personalized follow-up mailing
30,000
contact points per year through automated delivery
+30%
conversion rate through personalization
Results
Results for Porsche
Worldwide, market-specific
Personalized content is distributed in a market-specific way.
More leads
Automated delivery results in 30,000 contact points per year.
30% higher conversion rate
Personalization has increased the conversion rate by 30%.
Success Story
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