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Land Rover's use of Direct Marketing Land-Rover-logo (Land Rover also…
Land Rover's use of Direct Marketing 
Belch & Belch. (2015) state that direct marketing is a marketing system that enables organisations to directly communicate with their existing target audience.
Therefore, generating a response from the consumer to lead towards a transaction (Belch & Belch. 2015).
Land Rover used the one step and the two-step approaches to firstly, qualify/screen their customers either by geographic (eg. Urban or Metropolitan areas), demographic (eg. middle to a high level of education and income) and psychographic factors relating lifestyles.
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Within the box, there was a red inflated balloon that floated up as the customer opened the box.
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A red string/ribbon was attached to the balloon and the Land Rover catalog which also included an invite to the show room event.
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Recommendations
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E-mail Direct Marketing Media is an electronic version of direct mail and therefore, would be appropriate for Land Rover to use.
Land Rover's email address regarding the showroom event should be placed at the end of the catalog and on the exterior of the box.
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Customers who have received a special Land Rover box and an invitation can RSVP for the event on the internet by simply stating "I'm coming/Attending".
E-mails rely on mailing lists which Land Rover already has and aims to reach target audiences with specific requirements.
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