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By Karen Bruce - The BrainStorm Group
Building and mining a database for gold is a
refreshing science in the often-subjective
world of advertising. Redemption rates, lists,
and costs per thousand are measurable
results that are elusive in most forms of
marketing. Fortunately for BrainStorm, our
experience in this area has been wrought
with successful stories.
Online contests are a terrific means to build awareness,
and encourage both email and postage address submission
for entry. Nike Canada successfully utilized a
BSG designed flash game to acquire 10,000 new
email addresses. Another promotion for mike's hard
lemonade that combined online and offline entry lead
to over 800,000 unique email addresses!
Once you've got a database in place, you can mine
the data for all it's worth. You might commit more
efforts to getting more information - or - if you've
identified your objectives you can do as we've done
with MyTravel North America to set in motion a
segmentation and testing strategy to support your
online email campaigns. Or, for a more traditional
example, printed direct mail pieces can be used to
test coupon offers as we've done with Popeyes
Chicken to determine redemption rates and compare
against results from region to region for new learnings
for future campaigns.
Combining your direct marketing mix with print and
online efforts is also a tremendous means to generate
improved sales. Clients such as ADP Majors have
elaborate requirements for frequency and targeting.
With over 300,000 touchpoints released in a quarter
to their B2B prospects, BrainStorm develops email
and print-on-demand direct mail pieces by vertical for
their sales force to deploy as they see fit.
Once you've established a core database, it is critical
to develop your relationship and build trust. EAS has
segmented its audience by the type of programs
athletes have invested in. They can then send targeted
messages with training tips, motivational articles, and
nutritional information in addition to promoting relevant
products for that type of athlete.
Whatever your results, the key to improving
performance is in reviewing your measurements,
identifying what works and doesn't work and
implementing new ideas against the next round.
Not every campaign is going to get the 5%-25%
redemption rates that we've achieved for Bally Total
Fitness, Sports Clubs of Canada, ADP, Popeyes, EAS
and others. Don't be alarmed by the average 1-2%
when it happens - just don't settle for it. Keep refining
and the bigger numbers will appear.
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