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Client: A $4M company that produced and sold aviation training materials to pilots in the general aviation market. |
Challenges: The company had historically advertised only with direct response space advertising. They needed to boost sales and thought a catalog campaign would do it. However, they were worried that a catalog sales operation would cannibalize sales achieved through their current sales channels.
Solution: Management Analytics Group analyzed the company's customer database and tracked the results of their existing and previous advertising campaigns. We defined segments in descriptive terms that company management could use and act upon. With this information, Management Analytics Group recommended the criteria for purchasing rental lists that would provide higher percentages of names that fit the profile of the company's best already-established customers. Management Analytics Group then showed the company how to contact all of their existing customers more cost-effectively.
Results: The company achieved $5M in sales from the new catalog operation. Sales from the conventional space ads remained at $4M so the company more than doubled their overall sales in just three years!
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