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North America’s leading food company, with brands in 97% of America’s households, sought the expertise of Response Media to acquire quality members for its loyalty program. The company’s objective was to attract consumers who would engage with its cohort brand program for the long term. The target audience was health-conscious adults, aged 35+ with more than five members in their household.
Response Media’s strategic approach was to build a highly targeted custom acquisition network based on consumer lifestyle and behavior, to drive the highest percentage of members at the most efficient cost.
Response Media acquired more than 350,000 members into the cohort brand relationship marketing program. The average cost per member was $2.58, well below the company’s anticipated cost. More than 60% of Response Media’s highly qualified consumer acquisitions became actively engaged in the program and shared key profile information, critical to relationship-building and loyalty efforts.
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