Challenges

Because their customer base is so diverse, Super Circuits wanted to develop a better prospecting and contact strategy with its customers. 

• What is the lifetime value of our different customer segments and how do we incorporate that into our ROI decisions?
• Should we be developing varying sized catalogs and mix of products for different segments of customers?
• How frequently should we be contacting our customers and prospects?
• Are we measuring our multiple channels appropriately and how should we integrate this in our contact strategy?
• Are the printers and list services vendors providing us with the best service and pricing that we deserve?  Are there different things we should be doing with them?

Solution

Analytics Direct worked with them to pull the appropriate data to analyze their entiremarketing strategy and develop a standardized process and reporting to address each one of these challenges.  With 20+ years of experience managing these initiatives, Analytics Direct was able to recommend and implement prudent direct marketing principles and apply them to these challenges.  Outcomes of this analysis:

• Development of lifetime value metrics and application principles.
• Separate catalogs for prospecting.
• Additional contacts for certain segments of customers and prospects.
• Eliminating or reduction of certain lists and recommendations for new opportunities.
• Adjustments to the merge/purge in evaluating multi-buyers.
• Efficiencies in printing variable catalogs.
• Simple standardized reporting to measure campaign effectiveness on an ongoing basis.

Analytics Direct was also able to assist them on an ongoing basis to adjust as the business continues to grow.

Success

Super Circuits saw its revenues and subsequently profits grow 22% through implementation of these changes. The owner of Super Circuits, Steven Klindworth, subsequently sold the company to private investors and currently sits on the board of directors.  Super Circuits continues to grow and be the leader in their industry.