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Case Study 2
Industry: Manufacturing
Challenge: Driving Channel Sales with Focus Group Feedback
- Enhance sales and marketing success by driving product awareness
- Maximize profits through increased category sales
- Reduce client workload by implementing a sustainable sampling program
Analysis
The client had sponsored several focus group studies on the buying habits of corporate office products purchasing agents. They provided JKG Group with the findings for non-retail related channels. This feedback emphasized that buyers were 30% more likely to purchase a product if they received a sample and that their overall purchase would increase by 20%. Our client asked us to develop a distribution list, a process for managing the list and a sampling program that included design, production, kitting, distribution and reports.
Solution
JKG Group developed a customized online solution that could be used to build and manage a distribution database for the client. We also developed a small, mailable sample box with significant space for marketing messages and an integrated survey with a Business Reply Card.
Execution
The program continues to be a significant success. The distribution database, which was compiled from online entries and 465 submitted Excel spreadsheets, now consists of approximately 90,000 names. The sample mailings are equally successful, with double-digit increases in sales on specified SKUs and survey response rates exceeding 9%.
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