A Case Study
The Client:
Verizon Fios
Verizon Fios is a fiber optic internet and television service provider in the United States.
Project Scope:
Increase call volume and response rates for a declining door-hanger campaign targeting Hispanic consumers.
The Challenge:
Verizon Fios, a prominent internet and TV provider, was facing a decline in results from their door-hanger campaigns. Though they initially experienced success, call volume and response rates fell, leaving Verizon to question the effectiveness of the medium. They wondered if the medium was to blame or if their current vendor was not performing up to the mark.
The Client:
Verizon Fios
Ralphs Grocery Company is a leading American supermarket chain in Southern California and subsidiary of Kroger.
The Project Scope:
Increase call volume and response rates for a declining door-hanger campaign targeting Hispanic consumers.
The Challenge:
Verizon Fios, a prominent internet and TV provider, was facing a decline in results from their door-hanger campaigns. Though they initially experienced success, call volume and response rates fell, leaving Verizon to question the effectiveness of the medium. They wondered if the medium was to blame or if their current vendor was not performing up to the mark.
The Solution
We noticed two problems with the door hanger campaign: the targeting data was outdated, and inaccurate delivery led to the door hangers reaching the wrong audience in areas where Fios wasn’t available. To address this, we made two key changes:
1. Accurate Targeting
Using updated consumer behavior data, we identified areas with high concentrations of economically active Hispanic households in each market. This helped us reach the intended audience and connect with Verizon Fios’ desired Hispanic demographic effectively.
2. Accurate Delivery
We implemented a combination of GPS tracking and map auditing to monitor the distribution process in real time. This allowed us to track delivery personnel and ensure that the door hangers were accurately placed in the targeted areas. Any deviations from the targeted areas were identified and corrected promptly.
The Solution
We noticed two problems with the door hanger campaign: the targeting data was outdated, and inaccurate delivery led to the door hangers reaching the wrong audience in areas where Fios wasn’t available. To address this, we made two key changes:
1. Accurate Targeting
Using updated consumer behavior data, we identified areas with high concentrations of economically active Hispanic households in each market. This helped us reach the intended audience and connect with Verizon Fios’ desired Hispanic demographic effectively.
2. Accurate Delivery
We implemented a combination of GPS tracking and map auditing to monitor the distribution process in real time. This allowed us to track delivery personnel and ensure that the door hangers were accurately placed in the targeted areas. Any deviations from the targeted areas were identified and corrected promptly.
The Results
Increased
Conversion Rates
The campaign exceeded Verizon’s expectations, significantly increasing call volume and customer acquisition.
Continued Partnership
Verizon Fios was so impressed with the results that they decided to continue working with Varga on future door-hanger campaigns.
The Results
Increased Conversion Rates
The campaign exceeded Verizon’s expectations, significantly increasing call volume and customer acquisition.
Continued Partnership
Verizon Fios was so impressed with the results that they decided to continue working with Varga on future door-hanger campaigns.
“For us, the D2D (Direct-to-Door) effort for FiOS has been very cost-effective,
helped spread the word of FiOS in a viral fashion, and reinstituted
an old era sales tool and made it vogue again.”
Director of Media Relations
Verizon Communications, Inc.
“For us, the D2D (Direct-to-Door) effort for FiOS has been very cost-effective, helped spread the word of FiOS in a viral fashion, and reinstituted an old era sales tool and made it vogue again.”
Director of Media Relations
Verizon Communications, Inc.
Key Takeaways
This case study demonstrates the power of data-driven targeting and meticulous execution in revitalizing a seemingly outdated marketing strategy. By addressing the core issues of the previous campaign, Varga helped Verizon Fios achieve outstanding results and prove the effectiveness of door-hanger marketing when done right.
Accurate Targeting
Precise audience identification is crucial for campaign success. Outdated data can lead to wasted resources and poor results.
Delivery Control
Monitoring distribution ensures your message reaches the right audience and avoids unnecessary expenses.
Partner Selection
Choosing a provider with expertise in data analysis and campaign execution can significantly impact your marketing outcomes.
Key Takeaways
Ralphs’ Signature store opening was a success, thanks in part to Varga’s targeted door-hanger campaign. By combining strategic targeting with an enticing incentive, the campaign effectively attracted new customers, boosted sales, and built long-term loyalty through the rewards program. This case study demonstrates the effectiveness of personalized marketing for local businesses and the positive impact it can have on customer engagement.
Accurate Targeting
Precise audience identification is crucial for campaign success. Outdated data can lead to wasted resources and poor results.
Delivery Control
Monitoring distribution ensures your message reaches the right audience and avoids unnecessary expenses.
Partner Selection
Choosing a provider with expertise in data analysis and campaign execution can significantly impact your marketing outcomes.