The New Vanguard
Recognizing the Web’s impact on the continuity club model, Pulga says, “We’ve allowed customers to go in and manage their own accounts, change their [shipment] intervals and what products they are getting. That’s one of the biggest things with making continuities work. Customers don’t want to feel like they are locking themselves into something. They want the convenience and the benefits, but still maintain control.”
Another element of the marketing mix Pulga has helped to refine is the company’s cross-sell and upsell opportunities. By working with its telemarketing staff to better convey the benefits and uniqueness of its products via phone, Bare Escentuals has been able to test an increase in its price points.
Pulga also has expanded the assortment of products featured in the Bare Escentuals’ catalog inserted in every makeup kit, raising the catalog’s page count and profitability. Once customers get comfortable using the basic foundation kit, they can peruse the catalog for supplemental products. The catalog insert, according to Pulga, supports the firm’s other channels as well as provides an additional revenue stream.—LYL
The “Being” Counter
Jesse Roberts, Senior Marketing Strategist, H&R Block Mortgage Co.
The financial services industry often gets characterized as a group of bean counters who make business decisions based on raw numbers, without considering the human factor. Jesse Roberts and his marketing colleagues at H&R Block Mortgage Co. (HRBMC) are shattering this stereotype by implementing a data-driven approach to profitable direct marketing that also personalizes the company’s customer contact.
To drive a “stable quantity of highly qualified leads to our loan officers,” HRBMC worked with data solutions firm KnowledgeBase Marketing to develop channel-specific, look-alike response and conversion models for housefile selection and suppression, says Roberts. Then, this audience was segmented, with each segment “profiled along demographic, lifestyle and attitudinal lines.”
The insights gained from this analytics work has enabled HRBMC to craft highly targeted copy and creative for customer direct mail efforts. Roberts still is waiting for the full results to initial direct mail test panels dropped in November and December, but notes that response so far shows significant lifts for the more versioned efforts.