Who Uses HITS?
Consumer Product Companies: Black & Decker
Situation
Black & Decker knows the value of strong database marketing. The company's long-term strategy was to develop a stronger database of user email information to enable it to promote its broad range of products through email marketing.
Approach
The approach utilized an Instant Win WebDecoder® promotion. 600,000 were mailed to established Black & Decker product owners and 50,000 were tipped in with new product purchases. Respondents to the mailing were sent to the company website, where they registered and provided demographic data.
Result
The response rate of the program was so substantial that it overwhelmed the servers at Black & Decker, resulting in thousands of game pieces being mailed directly by customers to B&D.
