In the midst of the pandemic, this family-owned, regional tire and auto services chain was looking for a cost-efficient way to drive sales for their biggest event of the year, so they ran a direct mail test.
Uncovered Opportunity Data within our Illumis™ marketing platform shed light on the fact that the client was missing high-propensity tire shoppers in their trade area. They had not been receiving targeted inserts due to advertising budget constraints.
Focused Media Mix
In addition to their insert campaign, the client advertised on our cost-effective Save Direct Mail Wrap in high-opportunity geographies. In the test, some households received both, some got the Wrap only, and some the Insert only.
Cost per acquisition improved with the inclusion of the Wrap. Adding frequency proved effective as households that received the combination of print media generated the most revenue.