Direct Marketing
Problem/Challenge
Extensive customer base, good understanding of which customers are most likely to respond, have a call center that can follow up on advertising. Looking for a way to reach target customers more often, cost-effectively, with predictable results, using a seasonally-oriented message.
Solution
Analyze market and determine neighbourhoods that are reflective of current client base. Discuss offers that new customers will respond to. Produce a high quality direct mail piece and deliver it three times per season to neighbourhoods that are more likely to use our client's services. Give the client an understanding of areas targeted so the call center can canvas neighbourhoods to solicit business. Typically a follow-up call will increase response to direct mail by 50%.
Results
Client is a regional presence for a national service provider, the operation consistently out-indexed or out-performed, per capita, most other Canadian operations in terms of return on investment and cost per order received.