Other Case Studies (Select One) CASE: La Redoute, Le Succès in North America CASE: 1 to 1 Magazine – “Limited Too Gets Hip” CASE: Standalone Message Performance CASE: Casual Male – Pilot to Roll-Out CASE: Sports Authority – Event Results CASE: Cable Provider – Pre-call to Mail Results Detail ---------- “Jems” – Client test results for Voice Marketing “Jems” – Using Text Messaging for Retail “Jems” – “Seeing Double” “Jems” – Building Customer Trust ---------- ARTICLE: Advertising Age – “Oh, um, hi!” ARTICLE: DMNews – Customer Defection ARTICLE: Chain Store Age – Targeted Marketing ARTICLE: Progressive Grocer – Consumer Connections ARTICLE: The New Frontier for Retailers ARTICLE: XLNT Deals 4 U! ---------- BRIEFING: Rapid Cycle Testing BRIEFING: High Velocity Marketing BRIEFING: Relationship Customer Strategy Overview BRIEFING: Breakthrough Principle

Standalone Voice Marketing
Standalone campaign against control group proves positive.

Executive Summary
The Situation: A large, multi-billion dollar specialty retailer with locations around the United States had experienced success with voice marketing as a pre-call to direct mail promotions. The Senior Vice President of Marketing was curious if SmartReply would be a successful standalone solution.

1. The Hypothesis and test: A SmartReply standalone campaign will generate a response rate lift 35% above the non-called control group on a total call volume of 2,000,000 customers.

Findings
The tests concluded that standalone campaign produced an overall response rate 47% above the control group. As the following chart depicts, the control group and the standalone group were similar (randomly selected). On the “Call Day” the standalone group immediately shows an increase in visits to the store, with a single-day increase as high as 62% above the control group.

The overall response rate was near even with direct mail, at costs significantly less, which contributed to an increase in return on investment. The average transaction remained at levels equal to direct mail.

As a result, the SVP has continued to use standalone campaigns as a significant part of his marketing plan, replacing and complementing direct mail, depending on the specific strategy.

Back to Top