Case Study
Canadian Telecommunications Leader


Challenge

Our client, a leader in the telecommunications arena, wished to analyze its communications strategy for an eventual circular mailing in a given market area. The problem was to select the form of advertising and assess the most effective means of reaching potential consumers in that territory. In addition, the firm wanted to know the various ways of distributing the circulars and the distribution cost of this marketing offensive.


Solution

• Analyze the markets encompassing the firm’s retailers and locate competitors.
• Evaluate competitors’ positioning within these markets. Map the retailer network for the analyzed firm and its competitors.
• View client locations based on product and service types using geographical maps. Identify the zones with strong client base penetration and check whether there is any difference between the products and services.
• Produce client comparison profiles by product/service type using Focus market segmentation (clients vs resident population). Identify target segments based on markets, products and services. Highlight the differences between these various client base types and map out the Focus segments in the markets analyzed.
• Analyze target segments’ media habits using the PMB survey’s data cross-reference with Focus segmentation. Identify behaviours and the most efficient and effective means to reach targeted clients.
• Determine the various alternatives for distributing the circulars (Canada Post vs Publi-Sac). Draw up certain mailing scenarios in order to assess distribution costs, but also the percentage of clients to be reached under each scenario.
• Table recommendations concerning the means for reaching target segments as well as the best solution for distributing the circulars. Establish tracking systems to be implemented in order to assess the marketing offensive’s performance.


Results

This project allowed the firm to implement its direct marketing program by sending circulars in those market areas where the client base penetration rate is highest. Based on the type of message that the firm intended to convey to its targeted clients or prospects, it implemented several strategies. Thus it carried out loyalty development campaigns toward its current clients and new client acquisition campaigns by selecting the territories showing the strongest propensity to respond to one or the other strategy.