Data Mining - From Dust to Diamonds (1,194 words)
As the direct marketer for a number of successful infomercial products including the Aspen Wellness Diet, Key Media had a file of previous, one-time, 7-day Aspen Wellness purchasers who had bought 0-18 months ago via an infomercial, and turned down a 4-day Maintenance Diet continuity offer by phone. Based on the previous buying relationship, this was a classic data mining opportunity. Key Media worked with InfoCision to develop a continuity program and premium offer to turn these declines into lucrative, long-term sales.
Key Media went back and offered the 4-day Maintenance Diet to the same segment of buyers who had turned it down via telephone once before. Every three months, the customers received a 90-day supply of meals and a variety of soothing and relaxing herbal teas. The program included an instructional booklet to explain how the diet worked and how to realize its maximum benefit. The plan sold for $89.95, or three monthly payments of $29.95. Key Media included the Aspen Wellness Hi-Energy Fitness Video as a premium and offered the Synergy Vitamins for $19.95 as an upsell.
We educated the telephone sales reps and trained them on all the features and benefits of the 4-day Maintenance Diet. In fact, some had personally used the product and provided real life testimonials for the sales presentations. This in-depth preparation allowed the TSRs to discuss customers' purchasing histories while reintroducing the 4-day Maintenance Diet.
Key Media knew the best way to mine this database was through a detailed explanation of the offer and a slightly different premium. The telephone presentation emphasized the diet's benefits, the convenience of the automatic delivery process and the option to call the 800 number to cancel future shipments. Clarifying the offer assured the customers of the proper understanding of the product and the continuity commitment. Adding a new premium helped differentiate it from past offers and kept the customer interested.