This paper explains that, because the main
product line of the Automobile Association (AA) of the U.K. has reached the maturity phase of the product life-cycle; a new advertising
strategy, 'Just AASK', incorporating AA's entire umbrella of business products and
services, allows the company to communicate a single streamlined
message that addresses both new and
existing customer concerns and creates new opportunities for cross sales from the core business. The author points out that the AA has a
database including every customer who has ever inquired or purchased a product or service from the company, which can be analyzed to develop potential new markets, target groups and new products and to evaluate models for the 'Just AASK' campaign. The paper relates that the key of the 'Just AASK' agenda is to establish a direct marketing communications program that will increase revenue by increasing sales from existing customers; the acquisition strategy of choice for new customers will be a combination of 'Buzz Marketing' and 'Word-of-Mouth' advertising. Table of Contents Introduction Communication and Customer Service 4 P's Approach Database Strategy Direct Marketing Communication Program for Existing Customers Motor Section Travel Section Financial Services Acquisition Strategy for New Customers Motor Section and Travel Section Financial Services Conclusion