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  • Pennzoil
    Pennzoil

    Product Launch Email Campaign

    Opportunity

    Pennzoil Ultra™ Synthetic Motor Oil was named the recommended brand of motor oil by Ferrari North America. To promote this newly acquired status, Pennzoil launched a sweepstakes for the chance to win a trip to the Ferrari Factory in Maranello, Italy. For consumers who entered this sweepstakes, Pennzoil wanted to gather the contestant’s name, address and email address.

    Idea

    RDM and Pennzoil agreed that follow-up communication should be executed utilizing the information gathered. RDM worked with Pennzoil to send out a thank you email to all opted-in sweepstakes entrants. The Thank You email incorporated a variety of special offers. Using a variety of these offers, we were able to test the response rates and redemption rates of each offer. To be able to truly compare the offers, it was decided that all emails would promote the 5-quart bottle of Pennzoil Ultra™, available only at Wal-Mart.

    How it worked

    A total of five different offers were emailed to consumers who opted-in and entered the Ferrari sweepstakes. The five versions were tested in small groups to see which performed best. The consumers clicked to a personalized landing page allowing them to print out the redemption form. Each printed redemption form was tracked and incorporated a unique barcode for “first in” fulfillment processing. The consumer was required to mail in the completed redemption form as well as proof of purchase. In return, they would receive the offer by mail.

    Results

    Using the “first in” approach, we were able to eliminate the likelihood of fraud. Using five different offers we were able to gain insight as to which offers were most/least attractive to this particular group of consumers. Key statistics included: 44.9 percent of consumers that received the email opened it, which indicates a healthy database to use for future programs. Of the consumers that opened the email, 20 percent clicked through to the landing page and 41.5 percent of consumers that clicked through to the landing page printed the redemption form. These statistics proved that consumers were engaged in the program and interested in the product being promoted. Subsequently, opens, click-throughs and redemption form prints were appended to the database for future program marketing analytics.

  • Coleman

    Product Launch Using Customized Direct Mail

    Opportunity

    The Coleman Company’s (Jarden Corporation: JAH) director of National Sales was tasked with gaining distribution to introduce a new line of “Party Stacker™” coolers into a large regional sporting goods chain. His plan was to present a test campaign at 22 Academy Sporting Goods locations in Dallas, Austin and Lubbock, Texas but needed a new approach to make this test happen.

    Idea

    RDM worked with Coleman to research what worked (and had not) in the past to provide strategy and innovation. With the timing of the campaign around football season, it was decided to promote a “tailgating” theme. The challenge was that this was not a new theme and therefore needed added value to get the consumers attention. RDM recommended a “Co-Branded” sales strategy with another big brand to increase promotion awareness with the target consumer base. RDM coordinated this initiative and partnered Dr Pepper Snapple Group with Coleman to create a win/win for both companies.

    How it worked

    RDM suggested a targeted direct mail campaign around each of the test locations using a plastic “die-cut” mailer that instantly had a higher perceived value than traditional direct mail. The consumers received a digital mail piece that had a unique code on the die-cut piece that resembled a credit card. Using the demographic specifications provided by the insight team from Coleman, the targeting mailed only to consumers that fit the profile to increase potential response. The introductory call to action would provide a FREE 12pk of Dr Pepper for each purchase of the Party Stacker™ Cooler purchased in addition to a discounted price point on the cooler. Each of the 22 locations would have matching point-of-sale in store to maintain continuity of the promotion.

    Results

    RDM surveyed locations and was delighted to learn that store managers mentioned how many consumers brought in the die-cut card to take advantage of the offer. Dr Pepper gained temporary distribution of 12 pack cans, which had not been tested in this chain and due to the success remain on in/out promotions with Academy. The business model that Academy used at the time required that each product must sell at least one unit per store per week to remain viable and gain a permanent position on the shelf. The test locations averaged 10 units per store per week. Due to the success of this campaign, Academy buyer approved placement of the Party Stacker™ cooler on the shelf at all 113 locations, which generated approximately $400K incremental revenue for The Coleman Company.

  • RainX
    RainX
    RainX

    Discovering Email Subscriber Demographics

    Opportunity

    Rain-X® was only collecting first and last name, email address and zip code. That wasn’t enough information to build a demographic profile using the PersonicX segmentation system.

    Idea

    Ask subscribers for mailing address in exchange for a coupon. A dedicated website was developed to process coupon printing and database building. The coupon was first deployed to current subscribers. The process is still ongoing for new subscribers that log on at www.rainx.com.

    Results

    By offering a coupon that is only available through email sign-up, it creates exclusivity for consumers. Exclusive coupons allow the consumer to give Rain-X® their email address. The coupon was for an amount off any product, so this could encourage consumers to try a product they’ve never tried before. Coupons help create brand loyalty.

  • Rainx

    Email Subscriber Re-Engagement

    Opportunity

    In 2011, Illinois Tool Works acquired Rain-X®, which had a pre-existing database of eight thousand email subscribers that had not been engaged since 2008.

    Idea

    Re-Engagement with an incentive and personalized email prompting subscribers to opt-in and then a congratulations for registering with Rain-X®.

    Incentive was an exclusive mail-in rebate after the purchase of 2 wiper blades. Subscribers could receive up to $10 back by mail and a free Rain-X® umbrella.

    Results

    The campaign qualified as a truly viral campaign. Of the 7,081 subscribers, 21% opened the email and 33% clicked the rebate. The link to the rebate form was posted on more than 40 money-saving deal websites.

  • Shell
    Shell
    Shell

    Branded Card Early Warning Sign Pilot

    Opportunity

    Shell desired to test an Early Warning Sign campaign to re-engage accounts that appeared to be going inactive.

    Idea and How it worked

    There were three aspects of the campaign. Initially, the card issuer selected accounts based on their methodology and deployed a test campaign. Next, RDM selected accounts using our custom segmentation method and deployed another test campaign. Finally, RDM analyzed the results and compared the two groups: an expensive, top of the line modeling algorithm, and a value-based segmentation.

    Results

    In the head-to-head comparison, RDM's targeted solution yielded the highest incremental volume per account and the lowest cost per account, giving the client the best chance for a positive ROI.