Direct Marketing
Case study – Quebec Leader in Gaming and Show Business


Challenge

Our client, a firm operating in gaming and show business, wishes to increase client traffic through an addressed direct marketing campaign. In order to maximize the response rate, the company wants to identify its current clients’ locations in order to distribute promotional brochures to prospects with the same profile as those attracted to its commercial offering. The problem consists in identifying the distribution areas showing the greatest reaction potential while developing a more intimate knowledge of current clients.


Solution

• Establish where clients are located, according to various characteristics (visit frequency, average bill, etc.). Illustrate locations using thematic maps.
• Use Focus segmentation to identify target segments to be reached.
• Analyze Focus segments’ media habits in order to measure their receptiveness to this kind of advertising campaign.
• Select postal codes associated with target segments based on the company’s remoteness.
• Provide the client with a postal code list so it can rent nominal lists for campaign purposes. Thus it was possible to prioritize postal codes to be selected by integrating the target’s geographical remoteness factor.
• Recommendations concerning issues to be considered a part of an addressed direct marketing campaign (limits, advantages and disadvantages).


Results

This targeting strategy enabled to increase the likelihood that names identified in lists were consumers with a greater propensity to respond favourably to the marketing offensive. The consumers who received these brochures therefore showed a profile matching criteria set during campaign creation. The firm managed to attract two prospect groups: the first one corresponds to the target core, and the second one, to the secondary target. The post-campaign objective will now consist in tracking how these two groups evolve within the client portfolio in order to identify their behaviour as clients and assess the company’s customer loyalty policy.