Direct-to-Consumer Programs Help Drive Sales for Leading Security Services Company

The Challenge

A leading provider of electronic security services to nearly five million commercial, government and residential customers in North America wanted to increase its overall sales, better forecast sales results, and have the ability to better manage cost-per-sale.  

The company sells through field agents and dealerships using local and national advertising to support brand awareness.   

Solution

Direct Group recommended that the company’s corporate marketing team would be more effective if it provided field agents with consumer leads generated by “new-mover” and other trigger events rather than relying on brand advertising alone.  Direct Group developed a solution based on data and technology that today delivers a turnkey platform to disseminate leads and relevant direct marketing offers through direct mail, phone calls and field-agent door-to-door sales. The prototype platform was designed and deployed in six weeks, delivering 15,000 leads every day.  The client provides various offers depending on the quality, source and type of lead. Direct Group manages all of the data sourcing, data processing and direct mail services for this program.

Results  

Direct Group has worked with this client for the past five years.  During that time, the client has enjoyed a 25 percent annual increase in sales.  As a result, it has moved a significant portion of its annual budget from mass advertising to direct-to-consumer marketing, much of which is executed through Direct Group’s database marketing programs.  The success of this program has prompted similar initiatives for the client’s commercial customer-acquisition efforts, as well as sales efforts in Canada.  Direct Group and this client continue to work together to develop new lead sources, lead distribution strategies and reporting systems to refine and enhance the program.