“Mid to small lab customers have traditionally been a challenge for our organization. Partnering with TSI helped us saturate this market with well-designed, high-frequency direct response catalogs that have helped fuel significant growth”
LabShop
Case Study: Harnessing traditional direct marketing tools to increase sales in an underserved scientific marketplace channel.
Challenge: Market to a laboratory products distribution channel with small order history not being served by the sales force and ignored by other distributors.
Tactics
- Deployed a series of direct mail catalogs using aggressively reduced price points and highly targeted product selection
- Catalog content drives customers to LabShop website expressly created to serve the specific market and geared to quick purchasing
- Direct mail effort totaled 500,000 yearly impressions
Results
- Capitalized on a sales channel ripe for response-oriented direct marketing efforts
- Most recent direct mail effort resulted in $6.3 million in sales of products included in the publication