Project Description: Sporting Goods Manufacturer Retail Reseller Support Program

Background:
A well known, industry leading athletic clothing and shoe manufacturer enlisted Marketry to assist in developing an ongoing retailer support program. Prior to the development of this program the manufacturer provided co-marketing dollars which were being used for space advertising and branding. The lack of a verifiable increase in retail store sales caused the manufacturer to turn towards direct marketing, with the goal of "proving" to the retailers that the manufacturer provided marketing efforts would positively impact the retail stores bottom line profits

Strategy:
Marketry identifies the retail store locations, runs a sophisticated geo mapping program, (at the Z+4 level) enabling the mail pieces to be imprinted with the closest store locations. Marketry also developed a comprehensive direct mail plan using targeted consumer postal lists. Initial testing shows a lack of response information, based on poor lead capture at the retailer level. Marketry then assisted with developing and implementing a retail store coupon retrieval process that involves the manufacturer also capturing this data.

Results:
This solution validates overall response and program effectiveness, tracks performance per list, and per store. Performance is also tracked by geography, by SKU, and most importantly tracks overall increase in sales. As a side benefit individual responder names are captured for internal use by both the retailer and the manufacturer. The manufacturer now has the documentation to show how this program benefits the retailer, and creates a better partnership between the manufacturer and retailer, improving sales for both.