Best practice: acquiring new customers without addresses (Multibus)
The coupon catalogs from Multibus consist of 30 to 45 coupons/postcards from various companies. The recipients can detach the coupons and use them to participate in contests or for ordering catalogs, sample products or merchandise at special prices. The challenge lies in reliably delivery to households with an affinity to advertising mail and the assessment of the response.
For several years now, Multibus has been working together with Deutsche Post for the distribution the coupon catalogs. The sales team in Stuttgart supports the selection of distribution areas with extensive information about households in Germany. Deutsche Post collects up to 24 million catalogs directly from the printers for each shipping action and distributes them nation-wide in a previously agreed-upon time framework.
- The reach of the catalogs was continually increased.
- Circulation rose from one million to over 100 million per year.
- Multibus was able to reduce dispersion losses through targeted delivery.
- Costs were optimized.
- The response rate for customers advertising via the coupons was increased.