The client, while sporting a top-drawer men's fashion label, faced launching a new product without department store distribution or a marketing budget for major media expenditures.
Solution
Clearly, this client could not acquire new customers through the usual methods. Because distribution was limited to an e-commerce channel, and because marketing dollars could not be wasted on mass media, success hinged on Top Prospecting analyses. Our Business Intelligence analysts discovered that our client needed to reach just 16% of the male audience–a target easily identified by demographics, attitudes regarding fashion, and personal definitions of success.
Targetbase then developed a media plan for reaching 95% of this group using direct mail, highly targeted print, PR events, the Internet, and viral-referral efforts. But reach had to be matched by engagement. Communications had to drive online traffic, while at the same time creating street-level buzz to support customer acceptance of the product. Within each media, our Creative team hit reach and engagement goals by designing brand-building pieces that utilized media-specific offers linked to the mindset of the target.
In a step that further engaged web site visitors, Targetbase leveraged the e-commerce channel in a personalized way that mirrored the retail experience of upscale department stores. Each new customer was welcomed via a highly personalized electronic salesman, creating and deploying even more customer knowledge using lifestyle and product usage queries. This information, in turn, drove purchase options, sample/trial offers, and referral requests.
Results
- Reduced sampling waste by eliminating duplicated sampling.
- The customer acquisition program came in under estimated costs, saving the client 20% of the budget.
