How to Get a 74% Response Rate
Last Updated on Wednesday, 10 February 2010 06:26 Written by Kevin Sunday, 1 February 2009 05:01
This Rafi Albo video segment talks of his super-successful campaign for Keds Kids
Background (Extracted from NZ Marketing Magazine)
Client: Keds Kids (Israel’s equivalent to Pumpkin Patch). Agency: Segmarketing
Objective: Promote upcoming winter fashion to the most profitable 25 percent of customers
How they did it:
- Identified the most profitable customers through data analysis.
- Created personalised, full-colour jigsaw puzzles for each family. Also created discount vouchers – the discount depended on how profitable the customer was.
- Kept the puzzles in-store throughout the two-month period. When a top customer made a purchase during that time, the POS terminal would alert the shop assistant that there was a gift for them.
- Customers who didn’t make a purchase during the two months were couriered their puzzles. 100% of the packages reached their intended destination.
Results:
74 percent response rate [people BUYING], from a package that cost less than $2 per customer. According to Segmarketing’s Rafi Albo, the word-of-mouth buzz from this campaign equaled the value of a TV campaign with 10 times the budget.
He said it: “Marketing is returning love to the customer.” – Rafi Albo.