A & P Advertising

Integrated Communications Solutions

LAM & Data Modelling

BACKGROUND: While at DraftFCB, this leading Australian Automotive company came to us in order to support a well known annual sale down turn period. Needing to support Dealer within their sales districts, we where asked to develop a programme to drive sales over this period. The channel chosen, Door Dropping, enabling localisation, coupled with an incentive offer.

INSIGHT: Taking Honda’s customer data base, we profiled them against PMP’s Mosaic group classification. This highlighted those CCD’s (200-220 household blocks) most likely to be similar to a Honda customer (‘Lookalikes’). Key target groups where A, B and E. Below is a post analysis of how each segment performed.

OUTCOME: The campaign preformed extremely well, with incremental sales in all key target groups vs the control group. In addition it was identified that ‘Group J’ should be upweighted in the following year’s campaign, as this showed a very index performance. The offer was seen as not strong enough, as a significant volume of sales occurred post the offer expiration date.

Return on investment 10.6 : 1

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21/04/2009 - Posted by | Case studies & previous work, Metrics

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