If you buy a Mini Cooper, something interesting happens. You continue to get messages from them long after the purchase is complete. And not just maintenance reminders or announcements about the new model year, either. You’ll get fun stuff that reminds you how different your car is, and why you chose it. Those marketing messages, many of which arrive via traditional mail, help turn first-time buyers into lifetime customers — people who think of themselves as Mini Cooper people. How could you market to your buyers in a way that transforms the relationship?
