Business Challenge: A consumer wireless device product was distributed in over 3,000 stores nationwide (187 out of 210 DMAs) but not fully distributed in all chains. This resulted in some stores carrying the product and others not within the same markets, and hence significant inefficiencies when advertising at the DMA level.
Solution: handshake mapped concentrations of behavioral targets around each store and provided direct-to-home (email and mail) lists so that buyer traffic could be directed to stores that carried the product.
Results: By concentrating marketing efforts in areas with the highest presence of behavioral target and retail stores, the client achieved a 62% increase in response and also greatly improved efficiencies.
Learning: Markets with the largest populations were not necessarily the best markets to go to. Prioritize markets based on both high availability (store presence) and demand (target presence) for maximum and immediate impact on sales.