Audience targeting model creates bespoke store catchments and engages new and lapsed customers

The Objective

To understand the performance of doordrop media by applying data and analytics as welll as measure the response rate and ROI

The Campaign

The creative (an A5 2pp) showcased  the benefits and savings and  featured a unique URL and telephone number to track campaign impact

Whistl created a sophisticated targeting model using customer spend and profile insight overlaid to Experian Mosaic to determine a strong profile of the Storage King customer

The model generated a national view of the most valuable households for Storage King to reach

Bespoke catchments were created within an optimum drive time per store.

The Results

The Whistl targeting model proved predictive, validating our intelligent planning approach

The campaign generated  a response rate of 0.135% (+234% vs. 2014) resulting in a monthly ROMI of £1.42 (+39% vs. 2014)

The success of 2015 results have prompted a follow-up campaign, and has enabled Storage King to strategically use doordrop media  to support new customer acquisitions as well as re-activate lapsed customers

Storage King will continue to invest in doordrop media as part of their overall marketing mix.