Marketing Management
Case Studies
A Financial Services/Brokerage Technology Company Communicates Their Message Effectively Using
Direct Mail
Challenge
A growing technology trading firm/agency brokerage needed a cost-effective way to get their message out to prospective customers about the effectiveness of their institutional trading platform.
Solution
The RoMa Group developed a direct mail campaign that utilized both e-mail and regular mail. The campaign lasted 6 weeks; each week a short message was sent to prospects about the benefits of the client company’s trading platform. The communication methods alternated each week between email and regular mail in order to reach each type of prospect: those who respond to e-mail and those who respond to regular mail.
Outcome
The response rate of 4% far exceeded expectations; most importantly, a significant number of prospects became revenue generating customers in half the time of the normal sales cycle and at a significantly reduced acquisition cost.
A Business Case Provides a Credit Card Company With New Insight into Customer Incentives
Challenge
A large international corporate credit card issuing company was challenged to provide an incentive to employee card-holders to use their cards more frequently: Even though most companies provide corporate cards to their employees, individual card-holders may prefer to use their personal cards in order to receive frequent flier miles. The client company believed that a business travel site that combined reservations, destination information and online expense reports would provide a sufficient alternative to miles as an incentive to card-holders.
Solution
The RoMa Group addressed this challenge and evaluated the client company’s assumptions by conducting focus groups in three metropolitan locations with over 40 frequent business travelers. A prototype of the client-designed business travel website was shown to the participants to gather their reactions. The RoMa Group also investigated the online business travel environment to determine the demand and potential success for a business travel site that aggregated and managed travel expenses.
Outcome
Although the website was well received and considered somewhat useful by the focus group, the RoMa Group’s analysis determined that this web-based solution was not desirable enough to outweigh travel rewards. The client company incorporated these valuable findings into alternative business cases, and avoided unnecessary and costly expenditures.
The RoMa Group Enlists Merchant Partners for a Debit Card Sponsor
Challenge
An innovative, mid-sized financial services company wished to leverage its customer relationships by partnering with merchants that would also be of interest to its customers, who were teen debit card users. The client wished to earn income from those partner relationships using a “pay per click” model based in its website.
Solution
With The RoMa Group’s input, the client decided to refine its website for teens so that they could easily find all their favorite merchants and make purchases online using their debit card. The RoMa Group recruited merchants to the client’s affiliate program.
Outcome
Acquired the partnership of 25 merchants, generating more than $2 million in revenue for the client within one year.
Non Profit Charity Uses The RoMa Group for
Event Planning
Challenge
Coordinate the “Dinner of Champions” fundraising event for a nationwide organization in a very short time frame.
Solution
Worked with local political and business leaders to gain financial and logistical support for the event, coordinated within two months. Developed collateral material including signage, the evening’s program and promotional materials.
Outcome
The organization’s most successful fundraising dinner to date, raising over $200,000.