Premium Appliance Brand
Based on corporate and brand performance, operating budgets are often reduced in a fiscal year. This premium kitchen appliance brand was dealing with a nearly 50% marketing budget reduction, yet had significant unit and earnings growth goals to achieve.
Worked with advertising and direct response agencies to significantly shift the marketing budget. Used data-mining to optimize direct response promotional offers to the ‘in-market’ targeted segment prospects – those intending to buy within 30 days. Deployed marketing mix to highly targeted print advertising, micro-targeting in direct response, and co-marketed promotional offers with key retailers such as Lowes, Sears and Best Buy.
Delivered 7% direct response rate and 11% increase in unit sales; results earned another $25 M investment and delivered $1B in revenue and 20% earnings increase for the year.
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