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Business-to-Business

PROBLEM

A leading supplier of office, computer and service products needed to develop a direct marketing strategy. This supplier operates in over 300 locations worldwide, including 90+ distribution centers. Complicating matters was the fact that this company made numerous acquisitions in the last four years ading new revenue sources, capabilities, regions, products and customers. This led to a non-structered, unorganized sales and marketing process. This client was looking for a comprehensive direct marketing solution that they could apply... one that would provide structure, order and discipline, while increasing ROI (Return on Investment).

SOLUTION

RR Donnelley started with one of the client's divisions to begin implementing four initiatives:

Direct marketing pilot programs
Teleservices pilot programs
Sales opportunity database
Customer Profile

RETURN ON INVESTMENT

The results were outstanding:

An up-sell, cross-sell direct mail piece returned $9.00 for every $1.00 spent
The teleservices program returned $3.31 for every $1.00 spent
The customer profile analysis provided crucial segment information on customers purchase habits, history and lifetime value, giving direction to future direct marketing initiatives
The convincing results of the direct mail and teleservices pilot programs led to roll-out implementation.


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