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A leading sportswear and equipment provider launched a relationship marketing program for its ecommerce division. The target for the online store was mothers, aged 30 to 54, who routinely make family purchasing decisions and willingly buy merchandise at full price.
The company turned to Response Media to: (1) rapidly build and scale its customer relationship database within six weeks in preparation for the holiday shopping season; (2) measure consumer engagement and conversion rates to establish benchmarks; and (3) reach determined conversion and engagement metrics.
Response Media developed a performance-based media plan to reach the company’s accelerated acquisition goals.
To implement the plan, Response Media built a custom network of media providers to acquire the targeted consumers. Response Media then tested the effectiveness of off-site vs. on-site registration, co-registration vs. in-banner registration, and networks vs. custom premium display sites to continually optimize the campaign.
During the six-week campaign, Response Media acquired 350,000 validated new consumers for the ecommerce division, 35% of the company’s annual goal for the relationship marketing program. Response Media achieved the internal engagement and purchase metrics determined by the company.
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