#PlaceConf: Two Great Tastes — Direct Mail and Mobile Display

During their presentation at today’s  Place Conference in New York City, Paul Elliot, president of consumer brands at Brandmuscle and Frost Prioleau, CEO at, elaborated on a case study involving a campaign for a major wireless carrier. The presentation reflected on the use of geofencing paired with direct mail and mobile display and retargeting.

Here are a few highlights from the discussion:

  • As GPS has advanced, marketers can now more effectively and accurately target cities, neighborhoods and zip codes.
  • The next logical step is targeting at the household level. One way to do this is through the utilization of geofences built around property line data, as opposed to IP targeting.
  • Marketers can now bring offline data online and track foot attribution from media that before had no way of doing so (TV, direct mail, etc.)
  • In the case of Sprint, they were looking to reach consumers who were looking to switch their cell phone plans and bring them in-store. By providing co-op funds to their franchise stores, Sprint was looking to drive people into their brick and mortar stores and convert them once they arrived.
  • In order to achieve this, data sets were gathered of those who were looking to switch cell phone providers, along with their top household size and income.
  • In total, 35k houses were matched. Over the course of several weeks, the companies utilized a combination of local and media stacking through direct mail and mobile display. They then measured the store traffic from these campaigns.
  • The results, thus far, revealed an over 65% reach of new store customers and people who hadn’t walked into the store within the past 30-45 days. The campaign runs until the end of September.
  • When these targeting tactics were layered together, the results were very successful. However, markets with the highest density of store performed worse because not all stores were opted into the campaign.

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