Business Challenge: A wireless cell phone provider needed to drive leads and sales for its product in a highly competitive marketplace, improve results from prior period marketing efforts, and prove sales viability to the board of directors.
Solution: handshake developed the "key" behavioral target for the client's specific products, taking into consideration the product features/benefits, competitive market and consumer needs. Also provided were campaign planning and execution support for the marketing test campaign, which included advertising via banner ads, contextual web advertising, search marketing, targeted email and direct mail.
Results: As compared to prior period efforts, the client realized a 56% increase in unique visit rates and 42% increase in sales. Direct mail yielded a 7% response rate and email clickthrough rates were 8% (versus 2-6% U.S. average).
Learning: Integrated offline and online campaign tactics that are behaviorally targeted can deliver significant lift as compared to non-targeted efforts.