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Consumer Goods Product Launch
Bring a New Product to Market Successfully
The Challenge
A worldwide manufacturer of consumer goods wanted to launch a new pain relief product category, without having any historical data. Consumers needed to see the new product to fully understand it. However, sample mailings have traditionally been expensive to implement. In addition, three different variations of the new product were developed, each targeting a distinct type of pain sufferer.
The Breakthrough
SIGMA’s objective was to find groups of consumers with the greatest potential for using the three product variations regularly and then to deliver the appropriate product sample directly into their hands.
- SIGMA’s strategy started with a national pre-launch survey to identify consumers with a high potential lifetime value as users of the new product.
- Demographics and lifestyle data were added as was a purchase intent data from other research. A robust database was built, capable of holding complex research, response and transaction data that integrated into the brand’s website and other consumer touch points.
- Based on data from the survey and other areas, SIGMA created a highly targeted sample mailing to get the product into the hands of 2.7 million known muscle pain sufferers.
The Win
- Launch sample packages had the best ROI of any other medium.
- The multiple surveys experienced up to a 65% response rate.
- 30% of the respondents referred another potential customer, proving that word-of-mouth is a powerful marketing tool for acquiring new customers.
- 30%+ of the respondents opted in to receive email, demonstrating that consumers want to hear from brands when they see value.
- Distinct customer segments have been identified which will make ongoing loyalty mailings highly relevant and personalized to consumers.