Case Study: Luxury Car Manufacturer
The Issues
- Completed network plan based on demographics for two luxury model type markets
- Advertising Agency Plan
- “Blind Mailing” into postcodes with broad demographic – 100,000 records with Premium Incentive to respond ($1 per piece)
- Profile Responses and increased postcode weights accordingly
- High Quality Mailing to further 100,000 from profiled lists ($5 per piece)
- Campaign cost – minimum $870,000 inc postage.
The Solution
- Our approach revealed:
- 60% of blind mailing into postcodes that had not recorded an imported luxury car sale in the last 5 years
- Lower demographics had increased tendency to respond to an incentive
- Advertising Agency analysis clearly flawed
- Only 120 Census Districts relevant demographically (Approx 24,000 households)
- Our solution
- Reduced mailing list to 16,000 after further analysis
- Spending $15 per piece creatively still saved $600,000 +
- Provided strategy to saturate local outdoor media
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