Case Studies

MoMA

 

The Challenge

The high cost of the MoMA direct mail catalog was being questioned by the Museum’s marketing team. Because the catalog was all about selling high-end gift items to an art-savvy audience, the quality had to be high, which meant so were the costs of production. Was there a way to increase the ROI to justify the cost?

The Solution

Marketsmith’s Direct Response team knew that a direct mail catalog could have a far bigger impact on just direct sales, extending its influence to retail channels as well. But that would require a much more strategic program that utilized detailed recipient data along with a finely tuned contact strategy. The resulting plan tapped into purchase behavior along with a multiple-contact strategy built on a precisely timed cadence of mailings to the most likely purchasers.

The Results

You could call the results a masterpiece of the direct mail art. Not only did catalog recipients drive 46.1% of ecommerce sales, they also accounted for 39.1% of retail demand, an increase of 30%. Results we’ll frame and put on our wall, for sure.

Let's Talk

Questions? Comments? Want to take your brand from direct response to precise response? We're happy to talk at any time.