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