1 min read

How direct marketing campaigns benefit from On-Demand Targeting

When major retailers begin shopping around for the best way to market their products, they know that they have a lot of options. There are countless organizations out there who will help them spend their advertising dollars and launch various marketing campaigns to varying results.

What retailers are looking for, however, is a marketing service that will reap the most results in one fell swoop.

Semcasting's On-Demand Targeting can help retailers attain this with their patented predictive modeling method that can be tailored to suit any retail advertising campaign.

Consider the case of a major furniture retailer that recently turned to Semcasting to execute its first major direct marketing campaign. The retailer was a multi-location enterprise, and there were four different stores spread out across two states included in the direct marketing program. The retailer wanted to devise a strategy that would not only reach out to the customers who were ready to make a big furniture purchase, but also to determine which store they would be likely to shop at. That way, they would be able to deliver highly-targeted offers to those who would most likely put them to use.

Semcasting recognizes that, when making a purchase, customers consider a number of different factors. Some individuals are looking for the best price and are willing to travel to get it. Other individuals are looking for the most convenience and are willing to pay a little extra to avoid the travel hassles that often accompany shopping for furniture. Still others are looking for the highest-quality product, and they will incur higher cost in both dollars and inconvenience in order to maintain their standards. Marketers needed a way to factor in all of these buyer characteristics as well as other attributes in order to make their campaign as effective as possible.

With their On-Demand Targeting, Semcasting was able to build four separate custom models, one for each retail location. The program factored in location, segmented down to the neighborhood-block level - and even geographical barriers that might prevent some customers from shopping with the retailer - in order to target the most likely candidates.

In the end, the retailer achieved record profits as a direct result of their campaign. After sending out 600,000 mailers, the retailer was able to secure a 1 percent-plus response rate and book over $7.2 million dollars in revenue for just a $300,000 advertising investment. The investment was so sound that the company has continued to use Semcasting's On-Demand Targeting services ever since.

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