Five-a-day for Experian Hitwise, by Quick-Thinking UK

Summary

 Our brief was to generate additional customer revenues and boost retention for Experian’s web intelligence service, Experian Hitwise.

The Solution

Our strategy was to focus most of the available budget on persuading existing customers to use Experian Hitwise more widely and more frequently. This route would potentially yield greater and faster returns.

We compared Experian Hitwise’s five modules with the daily ‘five-a-day’ regime of fruit and vegetables necessary for a healthy diet. To target the 25 most high-value and high risk accounts we created a DM containing a fresh apple, asking: ‘Web intelligence: are you getting your five-a day?’

Each module was themed as a different fruit or vegetable, and targets were invited to ‘Try our five-a-day and grow a healthier business’.

Other customers and prospects were targeted with eDM versions of the mailer. DMs and eDMs pointed recipients to a ‘five-a-day’ microsite where they could book a meeting, download a choice of ‘five-a-day’ themed pdf module guides, or order a ‘five-a-day’ desk calendar (this acted as a constant desktop reminder).