2. Dms Intelligence™ Intelligent Customer Engagement
High sales zone Mid sales zone
Mid sales zone Low sales zone
Customers ranked into segments according sector’s performance
Bottom-line savings on DM Costs – A 4 month snapshot
LIVE MARKETING built a channel optimization solution for this dealer, which leveraged a combination of direct mail, email and text communications across the three groups to reduce campaign expenses and strengthen direct mail ROI. Mailers are now used in varying frequencies to generate brand awareness among Groups 2 and 3, while Group 1 – the most responsive – is engaged more consistently with direct mail. Groups not being engaged in particular direct mail campaign sequences get engaged via text message, which potentially drive higher sales conversions than print mailers.
Campaign Months DM delivery CRM Conversions
1
Group 1& 2
Grp 2
95
2
Group 2 & 3
Grp 1
5
3
Group 1 & 2
Grp 3
25
4
Group 2 & 3
Grp 1
4
LIVE MARKETING also creates heat-maps for response groupings across various locations to help this dealer continue to use multimedia marketing in areas with high concentrations of Group 1 and 2 households.
BUSINESS BENEFITS
Along with increased foot falls and better overall response rates and conversions, this dealer has seen over $278K in incremental value added to its top line over just four months with LIVE MARKTINGS DMS Intelligence™ solution in place. Direct mail and other customer campaigns are now synchronized to bear identical messages and offers, providing consistent experiences to all North Florida based customers. With text communications replacing DM in two-thirds of campaigns to low-response Group 3 households and one-third of campaigns to medium-response Group 2 households, this dealer’s monthly direct mail costs have dropped 50%. With LIVE MARKETINGS’ heat-mapping of responsive segments across Jacksonville area, this dealer also now enjoys field- level intelligence on multimedia marketing.
Promotion Name Equity Tuxedo Buy Back Recall
Drop Strategy
Grp 1 & 2
SMS 3 & 4
Grp 3 & 4
SMS 1& 2
Grp 1 & 2
SMS 3 & 4
Grp 3 & 4
SMS 1& 2 Savings in Cost 3165.00 8775.00 2363.13 5857.00 Extra Revenue 190,000.00 10,000.00 50,000.00 8,000.00 Profit $278,160.13
Solution Facts
> DMs optimized across responsive and non- responsive groupings of customer households
> Sectors with skeptical responses were targeted many times to define nature correctly
> DM low-response sectors targeted preferentially through CRM communications
> Optimized DM campaigns structured to avoid clashing with CRM campaigns
> Text communications replacing DM, requiring just 10% of investment
> Synchronized messaging —text and e-mail communications bear same messages as DMs
“..We have seen better ROI on marketing investments with LIVE MARKETING’S suggestions and campaigns. Their team is supportive and prompt; they are a true partner to us.”