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PROBLEM
A major consumer product company engaged RR Donnelley Response Marketing Services to help them grow share in the "do-it-yourself" lawn and garden market. Their strategy was to generate traffic for their lawn and garden products and cross sell their other products to "do-it-yourself" homeowners, through their retail dealer network in the U.S. Building and leveraging their brand awareness and loyalty with consumers was critical to the growth of this line of business and others. SOLUTION
To solve these problems, leveraging new technologies to replace the traditional consumer selection process used in the past was critical. RR Donnelley Customer Data Services (CDS) analyzed the previous year's list selection process and re-created the process through innovative modeling and selection techniques. Using a combination of distribution reports, state-of-the-art mapping technology and experience as a major list broker, RR Donnelley proposed and was awarded the responsibility for managing the entire project and coordination of all campaigns. Based on specific criteria, RR Donnelley received a large list of prospects (20-30 million) twice yearly at the start of each campaign program. RR Donnelley also manages the database of retailers enrolled in this traffic builder program and ensures each retailer has their complete store address information in the database. RR Donnelley utilizes state-of-the-art mapping technology as an aid to assigning prospects to each retailer. With detailed color maps, any geographical boundaries such as mountains or rivers can be taken into consideration when the consumer prospect names are assigned to a retailer. Creative print production programs are written to capitalize on each of the retailer's coupon choices. Maps showing the location of the nearest retailer are imaged on each mail package received by a consumer.RETURN ON INVESTMENT
RR Donnelley has helped this client achieve quantum market share growth in their lawn and garden products business. The result has been increased market share taken from competitors, cross selling of other lawn and garden products to consumers, and strengthened consumer awareness of credibility of their brand. This positioned them to accelerate the launch of a new business venture providing services to consumers, which has skyrocketed since its inception. | | ||||
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