Marketing Challenge: When Targeting Turns to Blasting

Kate Rodgin needed to promote a new product and get adoption—fast. She started by analyzing Daymore Products’ existing customer list to find the right customers for the new product. Rodgin, Daymore’s marketing director, looked for customers who had purchased similar or complementary products and created one target list based on those customers. Then she examined the similarities among those customers, looked for other customers with those traits, and built a second list based on that data. Her lists in place, she worked with the creative team to craft messaging that would resonate with those two audiences. Then she designed a multichannel outreach plan that included email, a postcard drop with a QR code, and a mobile-optimized website.

Rodgin was confident that she had all the pieces in place when she “flipped the switch” on the campaign launch. But as the days ticked by the product uptake was practically nil. Email click-throughs and hits to the website were light, as well. Rodgin’s response was to go back to the database and widen the list of email recipients and include more generic messaging. Doing so barely moved the needle, so in frustration she blasted the whole customer list and included a discount for trying the product.

Each additional email outreach garnered a small percentage response, and an even smaller percentage of purchases, so Rodgin was feeling desperate. She had numbers to hit.

What would you do?

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