Targeting home movers to drive sales.
To test diverting budget from above the line campaigns into highly targeted below the line communications to home movers.
With all major competitors spending heavily in above the line, there was an opportunity to target specific, high yield audiences through below the line comms. We know home movers buy beds, but this was an untapped audience for Bensons for Beds. Data analysis was required to understand exactly when to target them, and we took a test and learn approach to refining the most effective messaging for each audience, at each home move stage.
Our solution was a direct marketing campaign designed to reach and convert customers most likely to buy a new bed – people moving to a new home. The act of looking for and moving to a new home is an inertia buster that changes our spending behaviour significantly; a huge untapped opportunity in the category. By comparing historical sales data with UK home mover data, we were able to identify specific segments most likely to buy, and when in the home moving process they’d be most likely to buy a bed. We developed a communication journey for each segment, with messaging tailored to pre-move, on-move and post-move stages. Using direct mail and email, the campaign was tailored and timed to reach and convert consumers looking forward to a long, comfy lie-down! The Results The campaign was a huge success, with a big spike in sales attributable to the activity, and an unprecedented ROI. For more information, get in touch.
“By comparing historical sales data with UK home mover data, we were able to identify specific segments most likely to buy, and when in the home moving process they’d be most likely to buy a bed.”