After a challenging year in the coronavirus pandemic economy and strong competition for direct takeout orders, 4 Rivers tasked 321 with increasing traffic and revenue at four key Orlando stores.
THE WILD CARD
We didn’t want to run a basic campaign, that wasn’t defined and targeted.
We wanted to highlight how ETHOS—our high-tech business intelligence tool—could drastically increase return on investment with detailed data.
We met these needs with the brand’s first-ever direct mail campaign.
Surprised at the traditional approach? Then you might be shocked to learn that, according to Fundera, 70% of consumers say that direct mail feels more personal than online interactions.
Which means that, done right, physical mail personalizes the ad experience with intimate one-to-one engagement.
4 Rivers set the same marketing budget for each of the four locations, leaving 321 to corral the mailing lists. We used this opportunity to prove the value of concentrated targeting.
This is where things get fun.
For three locations, we curated lists of
10,000 households using two broad data points: household income and distance to store.
For the fourth location, we used the same budget to create a list of just 5,000 households using a complex combination of data points, including: age, gender, children, household income and history visiting 4 Rivers.
For this case study, we used our patented tech to find each of the data points.
We leveraged these data points with other key behavioral insights and mailed our offer to the consumers with complementing profiles.
We worked with the same budget for all four segments, but used the funding for one location to target 5,000 households with detailed data—instead of 10,000 households with just two data points.
TWICE the revenue, half the AUDIENCE
- More coupon redemptions than any other store
- More revenue than any other store 41% of the total revenue from the campaign, with just 14% of the total audience.