CASE STUDIES
CASE STUDY #1: A major consumer cataloger
Project: To identify on their customer files, those who are Hispanic, those who speak Spanish, and those who are African American.
Purpose: To garner additional list rentals from their list marketing program and to analyze the matches for marketing to their customers in a more culturally relevant way.
Results: We were able to match 3% who speak Spanish at home and an additional 3% with a Hispanic surname. We also were able to match another 7% who are African-American.
Follow-up: Their lists are effectively marketed for lists rentals, generating revenue 3x greater than the costs incurred to identify ethnicity after just 1 year.
CASE STUDY #2: A major automobile manufacturer
Project: To identify those who speak Spanish on their customer and prospect files.
Purpose: To market their automobiles and other products to those customers in their language of choice and in a more meaningful way.
Results: We were able to match 4% who speak Spanish at home.
Follow-up: Marketing to their customers and prospects has proven to be very successful and they continue to MIT** their additional customer and prospect files on a regular basis to identify new targets.
CASE STUDY #3: A major Insurance Company
Project: To identify on their customer files, those who are Hispanic, those who speak Spanish, and those who are African American and Asian American by Nationality.
Purpose: To market their insurance products to those Hispanic customers in their language of choice and those who are African-American and Asian-American in a more meaningful way.
Results: We were able to match 3.5% who speak Spanish at home; An additional 4.5% of those with a Hispanic first and Surname; 7% who are African-American; and 2.5% who are Asian-American broken down by Chinese, Japanese, Korean, Vietnamese and Asian-Indian.
Follow-up: This company was very satisfied with the results and their efforts to successfully market to these ethnicities.
* SMS Multicultural Marketing claims rights to the service marked name of MIT.
For more information on any of our Multicultural services, please contact
Rick Blume at 631.787.3023 or rickblu@specialistsms.com
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