Case Study 1: Senior Market Expansion
Client Challenge
- Expand the footprint of the current target audience for a marketer of senior oriented products. The existing product features, benefits and creative/offer would remain unchanged in the marketing to a younger and more affluent audience.
Approach & Solution
- Research competition’s marketing strategy and target audience. From these learnings, the new target market was identified.
- Create new data files and segmentation to identify the new target market via traditional direct mail strategies.
- Model existing data sources to reach best potential prospects within the new target.
Outcomes
- Within 6 months, the available universe for existing products increased by 35%.
- Created new customers with a higher average unit of sale and greater lifetime value.
- Identified new characteristics of current customers that were influenced future media strategies, creative changes and product offerings.
Case Study 2: Create Insurance Multi-Channel Marketing Strategy
Client Challenge
- Launch a supplemental health insurance suite of products in a competitive marketplace without name brand/consumer recognition. The marketing strategy did not include TV support or brand reinforcement from the corporate parent.
Approach & Solution
- Create Direct Mail, Telemarketing, Alternate Media and Paid Search campaigns to sell products.
- Analyze competitive marketplace to establish unique value proposition and brand identity with consumers.
- Use Inbound and Outbound Telemarketing to improve conversion.
- Incorporate Call, Click or Write options in all media channels.
- Build cross-sell and retention models to identify best potential prospects.
- Work with back-end fulfillment to improve overall conversion and customer satisfaction.
Outcomes
- Within 2 years, the company is marketing 3 complementary products to consumers.
- Inclusion of URL in all marketing messages decreased costs in processing sales.
- Improved brand recognition for company’s products through ongoing lead generation.
- Expanded consumer reach to multi-cultural arena.
- Test-to-continuation ratio over 55% for the direct mail channel.
Case Study 3: Major Life and Health Insurer
Client Challenge
- The advent of the GLB Act and the Shelby Amendment, prohibited some marketers from accessing credit data. Alternate sources of names and supplement list segments were needed. Realizing that credit activity such as new credit card issues, home equity, finance, and auto loans were powerful indicators of response and credit worthiness, this life/health insurance company realized the necessity of becoming FCRA-compliant.
Approach & Solution
- Find appropriate segments of names through modeling and straight selects off large and complicated credit header files such as Equifax, Transunion and Experian.
- Reduce overall pricing. With an average of a .5% response rate, price reductions became critical.
- Educate credit bureaus about the processing needs of mainstream direct marketers.
- Convince the client that including the FCRA paragraph on their mail piece would not significantly depress response but enhance their overall business plan.
Outcomes
- Within 3 months of mail date, the mailer was able to expand their usage tenfold to over 1 million names.
- Credit bureaus are processing their orders in half the amount of time.
- Mailer converted to an in-line printing system allowing them to include FCRA statements on split runs.
- Overall list costs have been held 8+ years running.
Case Study 4: Major Financial Institution
Client Challenge
- As specialists in the credit arena, Adrea Rubin Marketing challenged a Major Financial Institution that it could manage all phases of their list acquisition program, from order entry to mail planning and proposed database development – reaching their goal of first in home.
Approach & Solution
- Motivate the mailer to strategically change their methodology of working with long term vendors.
- Embrace a breakthrough new direct marketing effort to expedite their mail stream ensuring first in the home.
- Convince hundreds of list owners to participate in a proprietary flagship consumer database.
- Sell list owners on releasing their hotlines to be housed at a processing center.
- Persuade list owners to accept mandatory uniform pricing parameters for database participation.
- Stem attrition on their two main products.
- Significantly reduce mailing list costs and ensure the bank continual annual savings.
- Consolidate hundreds of lists and identify list families where we had strong corporate buying power.
Outcomes
- The mailer dissolved their 18 year relationship with a previous vendor.
- Adrea Rubin Marketing awarded in excess of 50% of their business split by list families.
- Within 1 week, this mailer’s mail was 1st in the home.
- We achieved 99% database participation in a two year period.
- This program allowed them to benefit by mailing more names: mailing more offers; mailing daily, multiple reuses and shared multibuyer revenue.
- Generated over eight-year annual cost savings in excess of $15 million dollars.
- Reduced list cannibalization between products.
Case Study 5: Generate Online and In-Store Traffic for Men’s Apparel Retailer
Client Challenge
- Drive online and in-store traffic to generate new customers.
Approach & Solution
- Setup opt-in co-registration path.
- Captured first name, last name, email addresses, gender, ZIP code, and country.
- Did not offer coupon or a monetary incentive.
Outcomes
- Generated 100,000 consumers who opted-in to become email subscribers and to receive notifications about special offers, exclusive events, and new arrivals.
- Reduced acquisition costs by 18%.
Case Study 6: Generate Online and In-Store Traffic for Baby Furniture Retailer
Client Challenge
- Create awareness and drive traffic for retail store grand opening.
Approach & Solution
- Identify and test prospects within various mapping radius groups (0-1 mile, 10-15 miles, 15-20 miles, 20-25 miles and 25-30 miles).
- Develop postcard mailing to announce grand opening highlighting location and offers.
- Offer free gift with in-store registry.
- Include website URL on postcard to generate online traffic.
- Determine data set to receive grand opening postcard.
Outcomes
- Generated a 23% increase of first week sales over the average first week sales of other locations.
- Determined that marketing out to a 25 mile radius was successful.
- Signed up customers to registry on first visit.
- Collected names and addresses of store attendees to add to the national consumer database.
