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Madison uses geographic targeting and selective insertion within multibrand mail format to help a consumer products manufacturer drive consumer
trial & awareness and pull-through at key target retailers.
See Full Case Study  
Background:
A major retailer looked to Madison for help with
harvesting existing shoppers more effectively and drive
higher returns.
Key Issues:
- Significant Competition
- Less than 30% of young families shop this category of retailer
Madison Solution:
Madison developed custom, retailer specific distribution
count reports for the client's sales force by applying our proprietary household allocation system against available demographic criteria, store trading area information, All Commodity Volume (ACV) data, and channel criteria.
Our client's sales force was able to use these count
reports to establish buy-in to the program at multiple
target retail accounts.
Madison utilized household acquisition reports and cost
efficient multibrand mailers to selectively distribute
samples and co-branded, retail-specific coupons to
identified households in local trading areas.
Results:
Our client reached nearly double the number of
households they could have reached with solo
sample/coupon distribution. The client met and exceeded
their overall sales and account specific business goals.
Quality of trial and incidence of repurchase
exceeded client's expectations. |
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