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Madison helps a major electronics manufacturer
build a database of self-identified, interested
families to more efficiently market digital
photography systems and components.
See Full Case Study  
Building Client Databases via Efficient Consumer Acquisition
Background:
Via consumer response, a major electronics
manufacturer sought to build a database of self-
identified, interested families to enable them to efficiently market digital photography systems and components:
cameras, memory cards, scanners, photo printers, all-
purpose printers, computer systems.
Key Issues:
- Given this is a discretionary, relatively high price point
product category, client only wanted to acquire
households with high needs or desires for digital
photography products.
- Inserts delivered and the distribution environment
needed to reflect consumer attitudes and create
excitement and response.
- Client had a limited budget and a stated priority for cost-efficiency.
Madison Solution:
Knowing parents of young children over-index versus the general population on photographic category
consumption, Madison distributed baby-themed inserts to
new parents and young families within our
FamilyAdvantage multibrand mailers.
Results:
Client successfully developed database of highly
interested, self identified households including
consumers' names, addresses, phone numbers, and
email addresses.
Based on distribution costs and response rates, the client reported Madison multibrand mailers were among the
most cost efficient consumer acquisition vehicles utilized.
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