VSI CASE STUDIES
Case Study: Coding the Competition
Challenge: Despite having a national presence and being predominant in parts of the country, the brand experienced lackluster sales and weak FSI coupon redemption in one key US region. Worse yet, the brand was losing ground to its competitors in that region while its efforts were hampered by low brand awareness and strong consumer loyalty to its competitors. The brand needed to better penetrate the region to gain share and grow volume, so it looked to VSI for options in such a fiercely competitive landscape.
Case Study: From Better to Best
Challenge: “How do you improve upon perfection?” That was essentially one national brand’s initial response to VSI Targeting’s proposal for coupon optimization. The brand had struggled to hone in on the best distribution for its FSIs, particularly with the recent addition of brand extensions to the promotional mix. Over time, the brand had finely tuned its FSI market list while maintaining broad national coverage. But unwilling to leave any stone unturned in the search for the best list and wanting validation for its choices, the brand engaged VSI Coverage Before Opti-List Targeting to compare its choices with those of the VSI Opti-List service.
Case Study: Understanding the Coupon Mix
Challenge: The brand saw good results shifting from the usual FSI-exclusive approach toward more in-store promotions. Electronic shelf and handout coupons garnered significantly higher redemption rates than FSIs, which had dropped in performance in recent years. But, closer-to-the-shelf meant a higher cost. Given the trade off between targeting, costs and consumer response, in which method should the brand invest?
Case Study: Squeezing In Another One
The brand wanted to pursue a frequency strategy, creating additional purchase needs and opportunities. Currently it had four traditional purchase opportunities in the year, each successfully supported by an FSI drop. They knew that while an additional FSI drop would be crucial to the strategy, no more money was available for additional drops.
Case Study: Venturing into the Unknown
For most coupon drops, this national dry grocery brand had a solid history of coupon activity from which to forecast expected redemption. But that history was based overwhelmingly on lower value offers. What would happen to consumer response if the brand offered a higher value and required more multiple purchases? That appeared to be the right strategy, but the brand didn’t want to make such changes without a solid assessment of the liability.
CASE STUDY: A Data Disaster
It was “the worst project ever” according to the direct mail provider’s market research group. The task was to evaluate the effectiveness of a campaign created for one of the company’s largest clients. Data was plentiful; but, because it came from multiple franchisee sources, the data was a mess of various file formats and layouts.
Read more to learn how VSI Targeting provided a customized reporting package that accurately summarized the promotional campaign and presented the raw data in a useable, manageable form.
CASE STUDY: How Much is Enough?
The marketing group of a specialty sauce maker was taking direction from its sales force about handling the challenges of double coupon markets. Marketing needed to comply with retailer requests while managing liability and providing a persuasive offer.
Read more to learn how VSI Targeting used their knowledge of retailer and FSI coverage to determine which markets legitimately needed more substantial offers to satisfy retailer requests. Through the customized reporting available with the Opti-List program, VSI also facilitated buy-in from sales with evidence to support the lower values for those markets previously considered restrictive.
CASE STUDY: Order From Chaos
Managing the various ad versions a multi-brand program creates was inherently complex. It was even more challenging when plans included an ad on the cover page showcasing certain products and calling out the total value of the coupons.
Read more to learn how VSI Targeting used their Opti-Mega service to enable assessment of individual market distribution lists for 20+ brands and create a unified distribution list for the event, providing tremendous value to the client.
