Pureplay E-commerce Wine Retailer.

The value of considering which formats best suit a particular target audience

Ambition.
Ambition.
Strategy.
Strategy.
Results.
Results.

Go Inspire Eclipse offers its clients far more than simply top quality printed results. We pride ourselves on our innovation and ideas to help our clients achieve the best possible results.

Ambition.

The client wanted to run a regular Door Drop campaign but was unsure of format to use to achieve the best results. It was therefore suggested that a controlled test would provide the answer.

Strategy.

450K UK households were split into three matching, physical demographic groups of 150K, each using a different format.

The formats selected were:

  • A 2pp A5 Postcard
  • A small square 6pp
  • A Door Drop pack incorporating a letter and a foil backed voucher

Results.

The results of the exercise shows that formats matter when considering this company’s cost per new customer acquisition:

Test format 1. Door Drop Pack
Total Production & DD Distribution cost£21500
Cost per new customer acquisition£34

Test format 2. 2pp A5 Postcard
Total Production & DD Distribution cost£12800
Cost per new customer acquisition£76

Test format 3. 148mm Square 6pp Roll Fold
Total Production & DD Distribution cost£13000
Cost per new customer acquisition£98

Conclusion.

It would be very easy to look at the unit cost and the 30% cost difference between the formats. However, applying a controlled test proved to this client that lowest cost did not equal best results.

For this client, the success of the Door Drop pack was so successful that it has been followed with a 1.2 million national campaign.

Please contact info@goinspire.co.uk if you would like to see what we can do for you.

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OUR AWARDS

We deliver award-winning campaigns for the UK’s biggest brands