Case Studies: Consumer Package Goods Marketer

Consumer Package Goods Marketer

Problem

This firm sells through retailers and has little contact with its end consumer. In order to reinforce the Brand on-line, create an on-going dialog, and enhance long-term relationships, there was a need to identify its ultimate consumer users.

Approach

An ongoing communications channel was developed between the company and its end consumers.

To accomplish this:

• A multi-tiered program was created to capture consumer contact information through both online and off-line customer touch points.
• A new, actionable database was created to organize and access all available information for newly captured names.

Results

• A customized monthly newsletter program was launched in 3^rd Qtr 2004.
• The database has grown from 12,000 records to 650,000+
• Over 300,000 customers are now monthly newsletter subscribers.