April 2016

The Schneider Electric ITB team executes a quarterly direct marketing program targeting the home/small business market. With the offer of a giveaway, respondents are driven to a landing page to redeem their gift. The team added a telemarketing component to drive e-commerce sales and to better understand the composition of the segment and reasons for their response.There were about 1,200 customers in the list.

The objectives of the program were to:

• Assess the accuracy of the APC list & segment data
• Determine the percent of the market using a UPS or surge protector
• Identify those planning to upgrade
• Offer an upgrade incentive
• Drive prospects to the eCommerce site

The program was considered very successful by the APC Marketing Communications manager. A significant of the customers were reached and profiled on each of the objectives.