The Challenge
A regional Comcast office was challenged by corporate management to aggressively grow its new Commercial Services business. In addition to staffing a new direct sales team, training a new in-bound sales department and acquiring new mail lists, Comcast commissioned a new creative agency to develop, print and mass-mail a promotion to more than 200,000 businesses. Because the marketing strategy for this service had yet to be proven, Comcast wanted to test its effectiveness before committing its entire marketing budget.
The MainTrax Solution
MainTrax assigned a toll-free phone number to Comcast's initial mailing and tracked the related responses. The results fell short of Comcast's expectations (Fig. 1). Based on these results, new creative was commissioned and a second mailer was mailed to a similar list, resulting in somewhat improved, but still disappointing, response rates (Fig. 2). MainTrax then suggested a simple, but powerful, study. By appending the response data from the second mailing with NAICS business codes and comparing that with Comcast's mail list, MainTrax analysts discovered which industries disproportionately responded more favorably than others (Fig. 3).
Results
MainTrax analysts found that Retail Trade generated a disproportionately high percent of responses relative to the number of pieces mailed to this market. The top groups within this category were Building Material Dealers and Gas Stations without Convenience Stores.
Health Care and Social Assistance businesses generated a disproportionately low percentage of responses. However, one specific group, Dentists, had a very high response percentage.
By using MainTrax, Comcast can now focus its marketing efforts on top-responding industries-reducing marketing costs, improving its creative, maximizing ROI and rapidly growing business clients.
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