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A major manufacturer of oral care products wanted to promote dental hygiene at grade schools across the country during “Dental Health Week” by distributing product samples and dental health information to children at school. School lists were bought by the marketing department at the beginning of the school year for the fall promotion. Those lists indicated data such as: the school location, teacher name and number of children in each grade. Based on this unverified information, promotional sample kits were assembled by hand in 36-count boxes to be sent to each school.
Customer Issue: Inaccurate list information, poor production planning and inflexible package design created an ineffective promotional distribution system that resulted in late deliveries and cost over runs due to product waste. Customer data was not verified for accuracy, so many product deliveries were incorrect, and the use of 36-count (only) packaging led to many needless product overruns. For example: a class size of 38 students received two 36-count boxes of product.
PJMA Solution: The McNerney & Associates team developed a data base marketing solution that drove product fulfillment and packaging requirements based on verified customer needs. PJMA took the initial customer lists and sent out direct mail BRCs to allow for verification of the teachers involved and the actual number of students in each class. A call center was also set up to handle data exceptions. The feedback from this process allowed PJMA to set up a new proprietary data base that ultimately drove production and distribution requirements. Packaging was also developed that was flexible enough to handle the specific volume requirements of each class.
Customer Outcome: Successful Dental Health Week promotions for the customer, highlighted by on-time deliveries, more accurate and less costly distribution of product to the schools, and a better, more personalized customer experience. |
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